Search is Changing: When SEO Meets Social

Search doesn’t look like what it used to. When was the last time you Googled a restaurant vs. searched on TikTok? The way consumers search is changing, and businesses need to keep up. Search behavior is shifting from traditional engines like Google to social-first platforms like TikTok, Instagram, and YouTube.

Around 50% of Gen Z uses social media as a search engine. Rather than Googling something, they are hopping on TikTok or YouTube to ask their question. Gen Z prefers the social interactions of searching on social platforms due to user-generated content, which is content about a brand that is created by consumers. User-generated content (UGC) is an effective form of word-of-mouth marketing among Gen Z, with 52% of the generation trusting brand information on social media more than on other platforms. Today’s consumers value real, honest reviews and unfiltered feedback to help make their consumer decisions. 

Why People are Searching on Social

Searching on social media has many benefits. It allows users to see the product, service, place, or experience in real time. Gen Z values authenticity, and user-generated content feels more trustworthy than brand websites. User-generated content allows consumers to see a real person, not associated with the brand, give their feedback. Consumers value word-of-mouth marketing because it comes with real experiences and honest reviews.

Video has become an increasingly popular content type on social media, and it builds trust faster than a blog post. Video allows users to see the product in action and how it works. A video makes it seem like the user is also experiencing the product, along with the poster’s insights. ​Educational content is winning. Consumers look up questions and tutorials on social media. They watch videos comparing different brands and products. Social is where they do their research, and it influences their purchasing decisions. Brands should post this type of content to engage their audience. Social media has become a research tool, and users enjoy watching videos that will educate, explain, and more. Brands that adapt to this content type early will dominate visibility. 

Searching on social media is faster and simpler than searching on search engines. Social search provides short-form answers, while search engines direct users to numerous websites to continue searching. Search engines make consumers search for options, while social media presents them. SEO is still crucial for appearing in search results, but brands need to tap into social search to maintain visibility.  

What “Social SEO” Actually Means

Optimizing social content increases discoverability. Social media algorithms index content just as search engines do. Algorithms use keywords in posts to show users content based upon the type of content they interact with. Social SEO involves including keywords in posts. Keyword-rich captions make for great social SEO, as do voiceovers, on-screen text, and comment sections. The comment section is a major factor for discoverability. Comment sections that are rich in keywords boost your content. Regular comments boost content as well, but if people are having conversations in the comments about a topic being searched for, it will show up in the results and gain attention.  

How Platforms are Becoming Search Engines

Consumers are using social media platforms to decide what to consume, whether it’s a product, place, service, or experience. They search TikTok for reviews and feedback posted by creators. Instead of just being a fun app that shares funny videos, TikTok has also become a marketplace. People share their experiences with products, places, and services and provide feedback that either encourages or discourages consumers. Consumers use these videos to research and determine which decision to make. Social media is becoming a word-of-mouth research platform. Gen Z trusts word-of-mouth marketing, which is why influencer marketing works so well. Gen Z values real reviews and what others think of a product or service. 

What This Means for Brands

Brands need to optimize their social content for visibility, just as they do with website SEO. Social has become a place to advertise, create awareness, and engage. Audiences prefer engaging content, which increases brand awareness. Social media is a place to build awareness and trust before the customer begins their search. Having both social and website SEO increases a brand’s visibility.

SEO used to capture people actively looking for solutions, but now it is morphing into a practice for each stage of the marketing funnel. Social media builds brand awareness and could ultimately influence a decision and maintain loyalty. This shift means brands must think beyond search engines and optimize for their social platforms and video content. 

Keywords should be used in captions, alt text, and on-screen text to make content more discoverable. By aligning keyword strategy with audience intent, businesses can attract, educate, and convert more effectively. SEO is no longer just about ranking; it’s about creating a seamless, searchable experience across every digital touchpoint.

Final Thoughts

As search changes, businesses need to pivot, too. If your brand isn’t intentionally optimizing social content, you’re missing discovery opportunities. Having a trustworthy and engaging social presence is just as important as a successfully optimized website. You shouldn’t choose one over the other; both are equally important. At Fuhrman Creative, we can manage both your SEO and social media to help you remain visible. Contact us today!