Optimizing Social Media for Search
The Shift from Search Engines to Social Platforms
Social media is no longer just about likes, shares, or going viral. It has become a powerful part of your customer’s search journey.
Think about your own search habits. Do you still go straight to Google and type in what you need? Maybe not as much as you used to. These days, you might check Facebook to see if a business is active, search TikTok for quick recommendations (influencers are great when you want to be influenced 😊), or watch a YouTube video for a more in-depth look at what a product or service offers.
More and more people are starting their discovery inside social platforms, and the numbers don’t lie. In the article, “Is Social Media the New Google?” by Forbes Magazine, they state, “A quarter (24%) of people said they only or primarily use social media to search online.” Among Gen Z, that number rises to 46%. The article also points out that “the role of social media in initial brand discovery is increasing…with 21% of Gen Z and 14% of Millennials starting their searches on social media.”
Search engines are now pulling in social profiles, bios, and even short-form videos directly into search results. If your social presence is not optimized, you may be invisible when people are actively searching for you.
What Is Social Media SEO?
Social media SEO is about optimizing your profiles and content so customers can find you in search. This applies both inside social platforms and on search engines or AI-driven tools like ChatGPT. The bottom line is that social media is now a critical part of your search visibility.
Finding the Right Keywords
Keywords connect what you say with what your customers are searching for. The trick? You don’t need expensive SEO software. Pay attention to what your customers ask, use your platform search bars to see what autofills, and include local references when possible.
When I say “keywords,” I really mean “key phrases.” Early SEO focused on single words, but as search evolved, it started prioritizing multi-word phrases that match real user intent. The term “keyword” stuck, but today long-tail keywords (more specific phrases) work best because they reflect how people search and often convert better.
Profile Optimization
Your profile is valuable SEO real estate. Make sure it clearly tells people who you are, what you do, and where you serve. Use consistent branding across platforms and fill in all available fields such as hours, service area, and contact information. Ask yourself, “If my social profile showed up on Google instead of my website, would it give a clear picture of who we are and what we offer?”
Consistent branding is also a good marketing best practice. Trust me, this will keep your internal marketing team happy.
Posts and Captions
Every post you publish is a searchable asset. Start your caption with a strong first line that acts like a headline. Instead of, “We’ve got exciting news!” say what the exciting news is. This way, your keyword and main value are front and center.
Write captions like search queries by thinking about what your audience might type in. A question like, “What should I include on my website homepage?” is a great example when written naturally.
Finally, always review your alt text. Instagram, Facebook, and LinkedIn automatically generate alt text, but it’s often generic and won’t have your keyword woven in naturally. Update it so it’s accurate, descriptive, and includes keywords when appropriate.
Video and Search Visibility
Video is where search and social overlap most. AI and search engines can now recognize the words spoken in your videos. If you never mention what you do, you are missing a big opportunity. Script your videos to naturally include keywords, always add captions or subtitles. Use clear thumbnail images that reflect the topic and include keywords naturally. Short-form videos now appear in Google search results, giving businesses a chance to answer real customer questions in 30 to 60 seconds and show up exactly where people are searching.
Hashtags in 2025!?
Hashtags are not dead, but their role has changed. They now function as search signals. Use three to five targeted hashtags that complement your keywords rather than repeat them. On TikTok and X, hashtags influence what shows up in search results, while on Meta apps and LinkedIn, they group content into searchable topics.
The Rise of Generative Engine Optimization
Traditional SEO (Search Engine Optimization) focuses on ranking in search results, while GEO (Generative Engine Optimization) is about showing up in AI-generated answers. So how do you get your content into those answers?
As mentioned earlier, say your keywords out loud in videos since search engines and AI can parse transcripts and audio. Focus on answering customer questions in clear, conversational language.
Be citable. Reliable, fact-based content helps AI tools recognize your expertise and reference your brand in generated responses. Again, keep your messaging consistent across your website and social channels to build credibility.
These systems reward content that is easy to understand and reflects how people naturally ask questions. Want to dive deeper? Check out “Why Clicks Matter Less in the Age of AI Search” and “SEO vs. GEO – What’s the Difference?” These are helpful blog articles from the Pinnacle Marketing Group team.
Final Word on Social Search
As AI and search technology continue to evolve, the line between search and social will only get thinner. Every post, profile, and video you create plays a role in how people find and trust your business online.
By taking the time to optimize what you share, you’re doing more than keeping up with trends. You’re building a stronger, smarter presence that shows up wherever your audience is searching.
If managing social media feels like a full-time job, you’re not wrong (Trust me, it’s literally what I do for a living). The good news is that you don’t have to tackle it alone. Social media management from Pinnacle Marketing Group can help you stay active, on-brand, and in front of the right audience. Reach out to our team to see how we can make your social media work smarter for you.
