Want your content to show up in social media search results and on Google?
Social SEO is the practice of optimising your content for visibility on both social platforms and traditional search engines. It combines two powerful disciplines – social media marketing and SEO – to help you get discovered, drive traffic, and grow your brand authority in an increasingly competitive digital space.
In 2025, this matters more than ever: platforms like TikTok, Instagram, and LinkedIn are evolving into search engines in their own right. Ranking well in social results can be just as impactful as ranking on Google.
What are the benefits of using social media for SEO?
While social signals are not a direct Google ranking factor, there is strong evidence that they can indirectly improve SEO efforts. An effective social media strategy will boost your online visibility, and build brand authority and trust – all of which Google values when serving content to users in search results.
Social media also helps with many objectives you strive to achieve with traditional SEO. The main benefits include:
- More opportunities to be found: Social media platforms have become key discovery tools. TikTok and Instagram are now go-to search engines for Gen Z and millennials, and LinkedIn content regularly appears in Google results. Optimising content for both types of search helps you meet people where they’re looking.
- Driving traffic - You don’t have to rely on the weight of a signal in Google’s algorithm; you simply know that a broader reach on social media makes your content and website more visible. Think of social media SEO as an extension of search, designed to drive clicks, views, and traffic rather than to boost rankings directly. This helps create a balanced and well-rounded content strategy.
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Increasing brand recognition - Besides the immediate impact of click-throughs from social posts, you also gain the benefit of increased brand awareness and authority. Although social media posts won’t directly boost rankings, search engines notice when they generate shares, likes, and comments – engagement that signals to Google that your brand is trustworthy.
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Boosting indexing and local SEO - When more people read your content and visit your site from links posted on social media, this can lead to faster indexing, the process Google uses to find and store web pages. The information in your social profiles also improves NAP (Name, Address, Phone Number) consistency, which benefits local SEO.
What are the best social media SEO strategies?
Optimising social media profiles for search
Start by ensuring each of your social media profiles is fully optimised for discoverability. This includes adding relevant keywords to your bio or description, using a clear and consistent profile name and handle that matches your brand, and including a strong call to action with a link to your website, lead magnet, or newsletter.
Your branding – including logos, colours, and tone of voice – should be consistent across platforms to build trust and recognition. In 2025, platforms like LinkedIn and TikTok are putting even more emphasis on profile data in both in-app and external search results, so every detail counts.
Creating searchable, and shareable content
When creating social media content, think like an SEO. Use keywords naturally in captions, alt text, and even in text overlays on video content across platforms like TikTok, Instagram Reels, and YouTube Shorts. Include hashtags that users are actively searching for – platform autocomplete tools can help guide you.
Repurpose blog posts into carousels, infographics, or short videos to extend the reach of your existing content. Most importantly, start with a strong hook that grabs attention within the first few seconds or lines to improve dwell time and engagement. Posts that clearly answer common questions, like “how to” or “best tools for…”, are especially effective at showing up in social search results.
Post consistently to signal relevance
Consistency is key to building topical authority across social media platforms and search. Aim for a regular posting schedule that suits each platform – for example, daily posts might work well on X (formerly Twitter), while two to three high-quality posts per week may perform better on Instagram. Mix up your formats to stay fresh, including videos, carousels, polls, and text-based posts.
Focus on creating evergreen content that remains relevant over time and can continue to appear in search results long after it’s published. Active, consistent engagement is a strong signal to social algorithms that your brand is worth showing to a wider audience.
Engaging with audiences directly
Engaging directly with your audience is a strong way to build your social media SEO credentials. Following up on posts with timely, authentic interactions is essential – reply to comments on posts and join conversations across platforms. This engagement fosters lasting relationships and builds a thriving online community.
Interacting also supports SEO: users who regularly engage with your brand on social media are more likely to spend time on your web pages. Access to communities and groups gives you further opportunities to share content and links, driving traffic and increasing your search engine authority.
Using keywords and fostering backlinks
Applying traditional SEO practices to social media is beneficial. Integrating target keywords into your social media profiles and using relevant hashtags in posts helps your content become more discoverable. If you’re repurposing social media posts from blog content, you’ll already have a keyword list to draw from.
Social media also provides backlink opportunities. Although these are typically ‘nofollow’ links, meaning they don’t pass on link equity, they still drive traffic to your site and increase content visibility. Links from social posts, comments, discussions, and bios amplify brand awareness and may even generate ‘dofollow’ links if others find value in your content and link to it naturally.
Which platforms matter most for social SEO?
TikTok
TikTok has gained search engine credibility, and we could now argue that it's a search engine in its own right. Short videos that answer questions or show tutorials often rank in Google and TikTok’s own search results. Use trending sounds, keyword overlays, and relevant hashtags.
LinkedIn is ideal for long-form written content. Thanks to its high domain authority and B2B-focused user base, Google often features LinkedIn posts in search results. It’s also an excellent hub for community engagement, where thought leadership and interactive content can boost brand awareness and drive traffic to your site.
YouTube
YouTube functions as a search engine and a natural home for visual content. Google frequently ranks videos for “how to,” tutorial, and review-based searches, making it an effective SEO tool. You can add keywords and links in video descriptions and comments to drive click-throughs and boost visibility on other platforms.
How do I get started with social media SEO?
You don’t need to overhaul your entire digital strategy overnight. Social SEO works best when you start small and build consistently. Begin by reviewing and updating your social media bios and links. Make sure your profiles clearly communicate who you are, what you do, and include a relevant, clickable link that drives traffic to your site or a lead magnet.
Next, identify five to ten keywords that your audience is likely to search for on both social platforms and Google. These could be product-related terms, industry phrases, or questions your audience regularly asks. Once you have your list, create or repurpose a few pieces of high-quality content around those keywords. This might mean turning a blog post into a carousel, a short-form video, or a visual quote for Instagram.
Once your content is live, keep an eye on performance. Track which posts get the most visibility, clicks, and engagement – and use that insight to guide your next steps. On TikTok, for example, you can now see exactly how many people discovered your content through search, which is incredibly useful for refining your keyword strategy. Y
ou can also use TikTok’s Creator Search Insights tool to research trending search terms within your niche – a great way to uncover content ideas that align with what people are actively looking for. Social SEO is an ongoing process, and even small tweaks can lead to stronger results over time.
Need support getting started with your social media strategy?
Atlas SEO can support your social media SEO efforts with our industry-leading content creation and social media management services. To find out how we could elevate your strategy, contact us today.
