I roll my eyes when people say SEO is dead.
It’s not. It’s just evolved. The way people search has changed, and so has the way brands need to show up.
Google still dominates with around 5 trillion searches per year – roughly 14 billion per day – and close to 90 per cent of the market (Datos, 2024). It remains the backbone of online discovery.
But people are no longer relying on a single source to find information. More than 94 per cent of internet users now use at least one social platform daily, and many are turning to those spaces first for ideas and advice.
Jump To
Search Behaviour
They’re searching TikTok for travel tips, YouTube for tutorials, Pinterest for inspiration, and LinkedIn for industry insight. These platforms have become powerful search engines in their own right.
That’s what Social Media SEO is about: making your content discoverable inside the places where people are already exploring, watching, and deciding.
Does Google Matter
Google still matters. But if you’re only optimising for Google, you’re missing where the conversation begins.
Instagram SEO
Instagram has moved well beyond photos and filters. It’s become a discovery engine and, increasingly, part of Google Search.
Public business and creator posts can now appear in Google results, so your content needs to perform both inside and beyond the app.
How Instagram search works
On Instagram, search results are influenced by keywords in captions, alt text and on-screen text in Reels.
Hashtags still help with discoverability, but they now act more like keywords than categories. They work best when used intentionally and in moderation.
According to a Later study analysing more than 18 million Instagram posts, using relevant hashtags and keywords remains one of the strongest ways to improve reach and visibility. Their data shows that engagement is highest when hashtags are chosen for relevance rather than quantity, supporting the shift towards quality over volume (Later, 2025).
Well-executed Instagram SEO helps new audiences find your brand organically through both Instagram and Google, without relying on paid promotion.
Formula for Instagram SEO
Keyword in caption + Keyword in alt text + Keyword on cover heading + 3-5 relevant hashtags (broad, niche, branded) + Location tag
Example (keyword: luxury hotels Melbourne)
- Caption: Looking for luxury hotels in Melbourne with rooftop views? These are worth a look.
- Alt text: Luxury hotel Melbourne city skyline at sunset.
- Cover heading: Top 3 Luxury Hotels in Melbourne.
- Hashtags: #LuxuryHotelsMelbourne #MelbourneStay #LuxuryTravel #CityBreakMelbourne #YourBrandName
- Location tag: Melbourne, Victoria
YouTube SEO
YouTube is more than a video platform – it’s one of the most-used discovery platforms globally, and it is critical for brand visibility.
Whether someone Googles a topic or searches directly on YouTube, your videos are part of that discovery process. According to recent data, the key ranking signals include click-through rate (CTR), watch time, retention and relevance to the audience.
Formula for YouTube Video SEO
Keyword in title + Keyword in first 1-2 sentences of description + Keyword in tags + Clear custom thumbnail + Engagement prompt + Path to watch time retention
Example (keyword: best restaurants Melbourne CBD)
- Title: Best Restaurants Melbourne CBD – Where Locals Actually Eat
- Description (first 1-2 sentences): Looking for the best restaurants in Melbourne CBD? We’ve spent 10 years exploring the city to bring you hidden gems and local favourites you won’t find in tourist guides
- Tags: best restaurants Melbourne, Melbourne CBD dining, where to eat Melbourne, Melbourne food guide
- Thumbnail: Bold text BEST Melbourne Restaurants with eye-catching food imagery
- Engagement prompt: Which restaurant surprised you most? Drop a comment with your Melbourne food recommendations!
- Hook: Open with Most tourists eat at the same five restaurants in Melbourne. Here’s where locals actually go… to keep viewers watching
Quick Tips
- Keywords remain important, but they’re part of a wider set of signals – retention, engagement and relevance matter most.
- Use timestamps/chapters in long-form videos to improve usability and retention.
- Create playlists around your topic lanes – YouTube values session watch time.
- Embed your videos on your website and link back; it helps with both YouTube and Google indexing.
TikTok SEO
TikTok is no longer just a place for trends and entertainment. It’s become one of the fastest-growing search platforms, especially for Gen Z and younger millennials.
TikTok’s own Creator Search Insights data shows that 73 per cent of users search at least once a day, and many use it to look for products, reviews and how-to content (Search Engine Land, 2025).
TikTok provides a Keyword Insights tool in its Creative Centre that highlights trending keywords and ad copy performance by region and industry. This confirms that keywords are now a measurable part of how TikTok surfaces both ads and organic content (TikTok Creative Centre, 2025).
Neil Patel notes that ranking on TikTok depends on four things: keywords, engagement, hashtags, and watch time. TikTok reads your spoken words, captions, on-screen text and hashtags to understand your topic, then tests your video with a small audience. If completion rates, saves and comments are strong, reach expands.
Formula for TikTok SEO
Keyword in caption + Keyword in on-screen text + Keyword spoken in video + 3-5 relevant hashtags + Strong engagement signal
Example (keyword: luxury hotels Melbourne)
- Caption: Searching for luxury hotels in Melbourne? Here’s where locals stay.
- On-screen text: Add the keyword visually on your cover or first frame.
- Spoken keyword: Mention the keyword naturally in your opening line or voice-over.
- Hashtags: #LuxuryHotelsMelbourne #MelbourneStay #HotelReview #TravelTips #YourBrandName
- Engagement: Encourage saves and comments.
TikTok SEO helps your content show up in both TikTok search results and Google’s video results, connecting you with people actively looking for ideas, recommendations and places to go.
Pinterest SEO
Pinterest is one of the most powerful search engines that often gets left out of SEO conversations.
Unlike other social platforms, every post is indexed for keywords, linked to your website, and can appear in Google Image and web results.
Pinterest’s own data shows that 97 per cent of top searches are unbranded, which means people are open to discovering new products, places and ideas (Pinterest Business, 2025). That makes it ideal for brands wanting to reach users early in their decision-making process.
Formula for Pinterest SEO
Keyword in Pin title + Keyword in description + Keyword in image filename + Keyword in board title + Link to relevant page
Example (keyword: luxury hotels Melbourne)
- Pin title: Luxury Hotels in Melbourne You’ll Want to Bookmark
- Description: Looking for luxury hotels in Melbourne? These stays combine design, comfort and location.
- Image filename: Use descriptive names before uploading, such as luxury-hotels-melbourne.jpg
- Board title: Melbourne Travel or Luxury Stays in Australia
- Destination link: Direct users to a related landing page rather than your homepage.
Quick tips
- Add text overlays with your keyword on the image.
- Keep a consistent design style so users recognise your Pins.
- Refresh older high-performing Pins with updated keywords.
- Optimise your profile name and bio for your niche and location.
Pinterest SEO builds long-term visibility. Unlike Instagram or TikTok, a single well-optimised Pin can drive referral traffic for months or even years.
LinkedIn SEO
LinkedIn is a search engine for professionals.
Both your profile and your posts are indexed by LinkedIn and Google, which means optimisation can help you appear in more searches and attract the right audience.
In 2025, LinkedIn confirmed that its algorithm rewards clarity, expertise and engagement. The more focused your topics, the more likely you are to appear in searches and feed recommendations related to those themes.
Profile SEO
Your profile acts as your homepage on LinkedIn. Every section helps the algorithm understand who you are and what you do. A keyword-rich profile increases your chances of being found through LinkedIn search and Google results.
Formula for LinkedIn Profile SEO
Keyword in headline + Keyword in About section + Keywords in skills + Keywords in custom URL + Consistent topic focus
Example (keyword: luxury hotels Melbourne)
- Headline: Digital marketing for luxury hotels in Melbourne
- About section: I help luxury hotels in Melbourne grow direct bookings through SEO, social content and paid strategy.
- Skills: Luxury hotel marketing, Social media SEO, Web design Melbourne
- Custom URL: linkedin.com/in/luxury-hotel-marketing
Quick tips
- Keep your headline clear and specific.
- Use natural language – avoid keyword stuffing.
- Add up to five core skills that reflect your expertise.
- According to Metricool, 2025, a complete, keyword-optimised profile increases visibility in both LinkedIn and Google results.
Post SEO
Posts are where your keywords meet your content. LinkedIn scans captions, hashtags and image alt text to understand what a post is about. Adding relevant keywords early in your post helps both readers and algorithms identify your topic quickly.
Formula for LinkedIn Post SEO
Keyword early in caption + Keyword in image alt text + 3-4 consistent topics + 2-4 relevant hashtags + Engagement cue
Example (keyword: accounting services Melbourne)
- First line: Small businesses in Melbourne are losing thousands in tax deductions because their accounting services aren’t catching eligible expenses.
- Alt text: Tax deduction checklist for small businesses Melbourne accounting services
- Topics: Post regularly about four clear subjects such as tax planning, small business accounting, cash flow management and compliance updates.
- Hashtags: #MelbourneAccounting #SmallBusinessTax #AccountingServices #MelbourneBusiness
- Engagement cue: Business owners, what’s the most surprising deduction you’ve claimed this year?
Quick tips
- Mention your keyword naturally early in the post.
- Keep hashtags short and specific – not more than four.
- Add alt text to every image to improve accessibility and context.
- Engage with comments within a day to increase reach.
Much more typical LinkedIn content – leads with a problem, positions expertise, asks an engaging question.
Facebook SEO
Facebook isn’t just a place to catch up with mates or share holiday photos anymore. With over 3 billion monthly active users, it’s become a search engine in its own right.
People search Facebook to find local businesses, products, services and recommendations – and if your page isn’t optimised, you’re invisible.
The difference between Facebook SEO and other platforms? Your content can show up in both Facebook’s internal search and Google’s search results. That’s two opportunities to be found from one optimised page.
How Facebook search works
Facebook’s search algorithm looks at several key factors when deciding which pages and posts to show:
- Relevance: How well your page name, About section and posts match what people are searching for
- Engagement: Likes, comments, shares and saves signal that your content is valuable
- Completeness: Fully filled-out pages with contact details, hours and location rank higher
- Consistency: Regular posting and fresh content tell the algorithm your page is active
For local businesses, Facebook also uses location data – your IP address, profile location and GPS – to prioritise pages near the searcher.
Formula for Facebook Page SEO
Keyword in page name + Custom URL (vanity URL) + Keyword-rich About section + Complete contact details + Consistent posting + Engagement
Example (keyword: web design Melbourne)
- Page name: Left Bank Design | Web Design Melbourne
- Custom URL: facebook.com/leftbankdesign
- About section: We create websites for tourism and lifestyle businesses in Melbourne. Award-winning web design that drives bookings and grows your brand. Specialising in WordPress, WooCommerce and SEO.
- Contact details: Full address, phone, email, business hours, website link
- Category: Web Designer
- Posting: Share project updates, client wins, design tips – 2-3 times per week minimum
Quick tips
- Include location keywords if you’re a local business – Facebook prioritises local results
- Add keywords naturally to your About section – avoid keyword stuffing
- Use relevant keywords in your post captions, but keep them readable
- Add alt text to images for better SEO and accessibility
- Respond to comments and messages quickly – engagement matters
- Link to your Facebook page from your website, email signature and other social profiles
- Keep your NAP (Name, Address, Phone) consistent across all online listings
Facebook SEO works best when combined with regular, quality content. An optimised page that never posts won’t rank. But a fully optimised page with consistent engagement? That’s when you start showing up in searches – both on Facebook and Google.
Final Thoughts
Social Media SEO isn’t about gaming algorithms.
It’s about showing up where your audience is already searching.
Start with one platform, get specific with your keywords, and build from there.
