You might’ve heard the news: Instagram posts are now appearing in Google search results.
If that made you sit up a little straighter (or panic slightly), you’re not alone. It’s part of a much bigger shift in how people discover content online — and how platforms are responding.
Whether you’re trying to grow on TikTok, reach more of your ideal audience on Instagram, or simply figure out how to get your posts seen by people who are actually searching for them, the answer lies in one strategy: social media SEO.
Let’s break down what that means and why now is the time to start using it.
Firstly, what is social media SEO?
SEO (Search Engine Optimisation) isn’t just for blogs and websites anymore. It’s now key to succeeding on platforms like TikTok, Instagram, and even LinkedIn.
Social media SEO means optimising your content for search within platforms — and increasingly, across platforms too (like Google surfacing Instagram posts).
This shift reflects how user behaviour is changing. With 73% of consumers now discover brands on social (SOCI, CBI, 2025) and 67% of Gen Z using Instagram to search, compared to only 61% using Google. (SOCI, CBI, 2025)
Why it matters more than ever
In April, rumours of a new TikTok algorithm started swirling. Whether or not the change was officially confirmed, we noticed a shift in performance across several accounts. Views dipped, engagement patterns changed, and the For You Page started to feel different.
So, we dug in — and what stood out most? Search.
Search traffic had grown quietly but steadily, and suddenly it was becoming the key driver of discovery. We realised we needed to stop treating search as a bonus and start planning content with SEO in mind.
Then in June, Instagram quietly popped up to announce that from July 10 2025, Instagram posts would start surfacing on Google search.
Looking at our TikTok analytics to compare the three months before prioritising SEO with the three months after, we saw clear results.
Where to start: social SEO planning tips
We made a few changes that helped us appear in search results without compromising the essence of our content.
Here’s what worked:
Creator Search Insights
These give you search queries that TikTok believes relevant to you, and if you have over 1000 followers, you can get follower searches.
Use these as a jumping-off point and insight as to what content you could make that would be out in front of your audience.
FAQs from your community manager or customer support
Do you have FAQs or a community manager you can pick the brains of? See what customers are frequently reaching out about whether on social or by other means. The bonus is you already have all the info ready to go if the query has been answered before, you just have to ✨ social media ✨ it.
Top performing posts from your channels
- Take a look at what’s done well over the last 3-6 months (it’s important to zoom out, but not too far so it’s still relevant).
- Are there certain topics that do well time and time again, or do any topics or posts always get the same comments or questions?
Trending topics and common questions in your niche
Depending on your niche with can be planned or reactive content but big events (Wimbledon) or hot discussions (social seo 😉 ) are always bound to pop up in searches, especially if they relate to a problem you solve.
Glimpse (a Google Trends extension) is a great resource for search research too. You get 10 free searches a month, which gives you insights on social channels and key terms.
The do’s and don’ts of social SEO
✅ DO’s:
- Optimise high-performing posts: Add relevant key phrases or reshape your caption to start with the question you’re answering.
- Use alt text and closed captions: Great for both accessibility, and they also give platforms more context about your content.
- Make content authentic: Write like a human. If your content isn’t useful or engaging, no number of keywords will help it rank.
❌ DON’Ts:
- Stuff your captions or alt text with keywords. It’s inaccessible, spammy, and doesn’t actually help your reach.
- List keywords at the bottom of your post like 2010 hashtags. If it doesn’t make sense organically, it probably doesn’t belong.
- Lose sight of your full strategy: SEO is a long game, but community and engagement are still vital.
TL;DR: Why you should care about social SEO
💫 Social platforms are becoming search engines, and users expect to find answers there.
💫 Google is now indexing Instagram posts, and TikTok search traffic is growing rapidly.
💫 Planning content with SEO in mind helps you show up where your audience is already looking.
So if you’ve been waiting for a sign to start optimising your social content, this is it.
The best time to start was three months ago. The second-best time is right now.
Want more ways to optimise your social media for search?
Check out our SEO Explained blog — packed with practical tips and examples to help your content climb the rankings across social platforms.