Why Social SEO Might Be the Best Thing You’re Not Doing (Yet)

Or: Why Your Captions Need to Start Pulling Their Weight

Let’s start with the truth: I love Google. Always have. Still do. I’ve Googled things I absolutely should’ve known off the top of my head (like “how to spell Wednesday”—don’t act like you haven’t). But these days? When I want a new restaurant, a how-to hair tutorial, or to fact-check the latest wellness trend that sounds like it was created by a guy named Brad in a sauna? I don’t Google.

I search on TikTok.

And I’m not alone. We’re in a whole new era. Social SEO has officially entered the chat—and it’s not just for the Gen Z girlies or overly enthusiastic content creators. It’s for brands. It’s for businesses. It’s for you.

So let’s unpack why “TikTok is the new Google” isn’t clickbait. It’s the reality—and if you’re not optimizing your social content to show up in search, you’re basically throwing away free visibility. And no one has time for that in this algorithmic landscape we’re all just trying to survive.

What Even Is Social SEO?

Let’s break it down like we’re on our second coffee and running on vibes.

Social SEO = making your social content discoverable through in-app search.

Think keywords in your captions, alt text on your images, relevant audio titles, and even what you say in your videos. It’s not just about going viral anymore—it’s about being found.

Here’s the kicker: social platforms like TikTok and Instagram are now functioning like search engines. A good 40% of Gen Z prefers searching on TikTok over Google for things like food recs, how-tos, and product reviews (yes, Google admitted this, which is just...chef’s kiss poetic).

So yeah—if you’re still out here treating your captions like cute afterthoughts or stuffing hashtags like it’s 2014, it’s time for a shift.

The TikTok Search Takeover: What Brands Need to Know

I had a client post a super simple TikTok—low lift, no frills, just straight-up value. And that thing? It showed up in search results for weeks. Not because it went viral (it didn’t), but because we used the right keywords in the caption, text overlay, and voiceover. No ad spend. No magic. Just strategy that works harder than your third cup of coffee.

Here’s what’s working right now on TikTok:

• Keyword-rich captions.Not robotic. Not forced. Just actual phrases your audience is typing into the search bar. “How to decorate a small apartment” works way harder than “Room vibes 💫✨.” Cute? Sure. Searchable? Not so much.

• On-screen text that mirrors your keywords.TikTok is literally scanning the text in your videos. If you’re not giving it the right signals, you’re making it harder for your content to rank.

• Say the keywords out loud.Not a joke. TikTok’s AI is listening. If your voiceover includes relevant phrases—like “easy weeknight dinners” or “freelance tips for beginners”—you’re stacking the deck in your favor. (And yes, I now mutter keywords under my breath while editing. I’ve accepted who I am.)
  

Instagram Captions = The New Meta Descriptions

Remember when Instagram captions were like, “New post! What do you think? 👇” and that somehow worked? Those days are long gone.

Now your caption is the social version of a meta description—and it needs to tell the algorithm and your audience exactly what the post is about.

Here’s the new caption game plan:

• Lead with clarity.The first few words are your hook. If your audience is skimming—or if Instagram truncates your caption—you’ve got a tiny window to stop the scroll. “How to style your entryway” hits harder than “We’re obsessed with this one 😍.”

• Use keywords naturally.Think like your audience. Would they search “cozy fall outfit ideas” or “autumnal fits that slay”? (Okay, maybe both. But prioritize searchability.)

• Use hashtags strategically.Gone are the days of #bossbabe #contentqueen #youdeservetheworld. Instead, use 3–8 hashtags that reflect the topic and how people might search. “#EmailMarketingTips” and “#FreelancerSupport” are doing more for you than “#hustle.”
  

And please—don’t copy-paste the same block of hashtags on every post. The algorithm sees you. So do I.

Real Talk: Do You Need to Change Everything?

Not really. But you do need to think differently.

It’s less about being loud. More about being found.

(Although, if you can be loud and found? Iconic.)

Every post should answer this: What would someone be searching for that should lead them to this content?

I had a client who kept posting things like “✨vibes✨” and then wondered why no one was booking appointments. Beautiful aesthetic. Zero SEO. And spoiler: no one’s typing “vibes” when they’re looking for a massage therapist.

Bonus Tips to Take Your Social SEO to the Next Level

Because I’m a giver, here’s your upgrade toolkit:

1. Use carousel posts and long-form captions

Carousel posts = longer shelf life + more engagement. Long captions = more space to insert keywords naturally. Bonus: they tend to get saved more, which tells the algorithm your content is valuable.

2. Start your content with search in mind

Don’t make content first and then figure out SEO. Reverse it. Use TikTok’s search bar to see what people are actively searching, and build your post around that.

Example: Type “how to” or “best” and see what TikTok autofills. Instant content ideas. (And no, this isn’t cheating. It’s called strategy.)

3. Optimize your bio and display name

Your handle might be cute, but your name field should include what you actually do. “Sarah | Fitness Coach” will show up when someone types “fitness coach.” It’s basic—but effective.

4. Add custom alt text to your Instagram posts

Instagram allows you to manually add alt text. Use it. Not just for accessibility (which matters), but because it helps the algorithm understand your image context.

5. Pin a top comment with a searchable phrase

On TikTok or Instagram, pin a comment that restates your main idea in searchable language. I know it feels awkward, but it works—and you can make it fun or funny to match your voice.

TL;DR: This Isn’t Optional Anymore

Social SEO isn’t a trend—it’s a shift in behavior. The way people search has changed, and if your content isn’t optimized for that, you’re missing real opportunities to get seen by the right people.

And look—I know this can feel like “one more thing” on a never-ending social to-do list. But this one? It pays off. It’s organic reach. It's evergreen content. It's being the answer to someone's question, right when they need it.

So go forth and update that bio. Rewrite that caption. Say that keyword out loud, even if your dog looks at you weird.

Your people are searching. Make sure they find you.