When you think about search engines, the first thing to come to mind is probably Google. You’re not wrong. Google holds over a 90 percent share of the global search engine market across all devices. But that’s no longer the whole story.
Today, people are increasingly turning to social media to search for recommendations, businesses, products, and services. In fact, 41 percent of Gen Z users report using social media as a search engine before using traditional search engines.
What does this new reality mean for your business? It’s simple. If your customers are searching on social media, your social media presence needs to be optimized for search. No matter how great your online content is, if nobody can find you, it’s not much of a marketing strategy.
Is Social Media Really a Search Engine?
The short answer is yes. Social platforms still connect people, of course. But they have also evolved far beyond that original purpose.
Search and discovery features of social media platforms now help users find:
- Businesses and local services
- Products and brands
- Restaurants and retailers
- How-to advice and educational content
- Reviews and recommendations
- Industry experts
- Creators and influencers
- Product demonstrations and tutorials
- Local events and destinations
Users relying on social media as a search engine aren’t just looking for information. They want visual inspiration, product demonstrations, and real-world recommendations from real people they trust. Currently, 37 percent of consumers say they trust influencers more than brands. But that number is likely to grow, since Gen Z and Millennials are two times more likely than Boomers to trust influencers.
Clearly, social media search is becoming an important part of the modern customer journey. Social platforms provide an additional element that traditional search results can’t—visual and human context. A potential customer can see a product in action, watch a demonstration, read comments, explore a business’s recent posts, and see how other people interact with the brand.
So how do you become part of the story? Make sure you’re visible when people use social media as a search engine. Optimize your social media for search.
How to Optimize Your Social Media for Search
The following are several steps to consider to increase your discoverability on social media search engines:
Put Relevant Keywords in Your Profile
Your social media profile is one of the first places potential customers look when they discover your business. Your bio, business description, and About section present an opportunity to incorporate valuable discovery signals.
While it might be tempting to be creative, it’s important to use language that reflects what customers actually search for. For example, a wedding photographer’s description of “Bringing your dreams to life” doesn’t really tell customers much. Consider instead, “Seattle wedding photographer specializing in elegant, natural wedding photography and engagement sessions.”
This second version communicates where you’re located, what service you provide, and your specialties. It makes it easy for search algorithms to understand what you do and direct customers your way.
Think about the actual phrases a customer might type into a social search bar:
- “[City] personal trainer”
- “Wedding photographer in [city]”
- “Best coffee shop near me”
- “Easy meal prep ideas”
Then incorporate relevant phrases into your profile and content, but don’t just stuff your profile with keywords. Use language that flows naturally.
Optimize Individual Posts for Search
Your profile isn’t the only thing that can be discovered. Individual posts, videos, captions, descriptions, and other content can also serve as entry points to your business.
What are questions and topics your ideal customers are already searching for? Create content that answers those questions or educates about their topics of interest.
For example, a legal firm could create Facebook and Instagram posts or YouTube videos that answer:
- “Should parents create a trust for special needs children?”
- “What is the difference between a divorce and annulment?”
- “Who needs an estate plan?”
These topics don’t just provide useful information. They create additional opportunities for the business to appear when potential customers are searching.
Use Hashtags Strategically
Hashtags help categorize and connect content with relevant topics. However, the goal shouldn’t be to use as many hashtags as possible. Instead, think of relevance over volume.
It can also be helpful to combine broader topics with more specific and relevant terms. For example, instead of just #plumber, you might go with #SanJosePlumber or #LeakRepairServices or #CaliforniaEmergencyPlumber.
The goal is to use relevant hashtags that accurately describe your content, business, industry, or location.
Make Your Location Impossible to Miss
Do you serve a specific geographic area? If so, location matters enormously for your business. It’s important to clearly communicate your service area across your social presence.
Include location information where appropriate in:
- Your profile
- Captions
- Hashtags
- Location tags
- Video descriptions
- Business information
- Local content
A person searching “Italian restaurant in Portland” needs to be able to determine quickly whether your restaurant is actually relevant—or in a completely different state. Don’t make potential customers have to work hard to figure out where you are.
Include Engaging Visuals
Social media is highly visual, so including engaging visuals is a must. Some of the best visual content includes:
- Photos
- Short-form videos
- Tutorials
- Demonstrations
- Product showcases
- Before-and-after content
- Educational graphics
- Customer stories
Support those visuals with descriptive captions, titles, descriptions, and on-screen text, where appropriate, to provide context and increase discoverability.
Post High-Quality Content Consistently
Social search isn’t a one-and-done strategy. If you go months without updating your profile or content, you’ll look inactive. Posting high-quality content consistently also gives platforms more content to understand and gives potential customers more opportunities to discover you.
Consistency doesn’t necessarily mean posting every day. Rather, it means establishing a realistic publishing schedule and sticking with it. More importantly, focus on creating useful, relevant content rather than producing a large volume of low-value posts.
Quality and consistency work better together than quantity alone.
Is Your Social Media Optimized for Search?
The definition of search is changing. People aren’t relying only on traditional search engines anymore. They’re also searching where they spend a lot of their time, which means using social media as a search engine. If you want to stay competitive, then your social media presence should be more than just attractive and entertaining. It needs to be relevant, informative, current, and searchable.
Already have a strong media marketing in place that just needs some tweaking? Or are you feeling a little overwhelmed and not even sure which social platforms to focus on? No matter where you are, we can help take your social media marketing to the next level.
