Could your website be working harder for you?
The way people search is changing. Social platforms like TikTok, Instagram, YouTube and even Pinterest and LinkedIn are no longer just content sharing spaces. They’re becoming fully fledged search engines, complete with their own ranking systems, recommendation logic and AI driven search interfaces.
And Google? It sees the shift happening and is adapting just as quickly.
There’s a clear behavioural shift: users are beginning searches directly on social platforms before turning to Google. A study by Passion Digital shows that 60% of Gen Zs and Millennials are starting their search on social media platforms.
TikTok, Instagram Reels and YouTube Shorts have changed how people want to consume information - fast, visual and personal. That means search itself is becoming video and community cantered.
Gen Z, especially, prefers TikTok search for queries such as recipes, tutorials, reviews and local recommendations. Rather than scrolling through long blog posts, they want quick, human answers.
Google has begun to realise this, and social content is increasingly appearing directly on the SERP. In 2021 they introduced their Shortform Video Tab that displays content from TikTok, Instagram Reels, LinkedIn and YouTube Shorts, giving social posts more visibility than ever before.
This means your social content isn’t just for your followers anymore, it can rank.
Google’s aim is clear: keep users on search by serving the content format they want, even if that content lives on another platform.
An example of a customer's search journey for escape rooms
AI Overviews (AIOs) have transformed how people receive information on Google, but they’ve also boosted Social SEO importance.
Traditional featured snippets often relied heavily on blogs, articles and YouTube videos. Now, AI Overviews frequently cite:
It’s another way that Google is keeping up with the social search trend, as such AIOs are drawing from places that hold human-made content.
For brands, this means optimising social content isn’t optional. It’s essential if you want visibility in both search engines and AI-powered answers.
In short, yes. SEO practices can be applied to social posting strategies in order to maximise visibility both in-platform, and within wider search. Taking TikTok as an example...
1. Recommended searches in comments (the blue comment box)
You’ll see queries like “best skincare for acne” appear automatically, prompting users to search further without leaving the video.
2. The search bar that appears after watching a video
TikTok predicts what users usually search next and gives them a one tap shortcut to continue exploring.
3. A fully re-designed TikTok search page
This now mirrors Google’s layout, with a new AI Overview at the top. These Tik Tok AIOs are designed to pull in information from sites and in-app content, meaning there is yet another place that your site and social content could be visible to users.
This AIO is then followed by:
TikTok isn’t replacing Google, but it is becoming a major competitor for certain types of searches.
And we can see this push in Tik Tok’s recent introduction of a ‘search insights’ function. Released in 2024, this in-app feature allows users and creators to track hot topics and trending keywords. Tik Tok also hosts a site with a ‘Creator Content Insights’ page, which also allows for keyword tracking.
It’s clear that Tik Tok doesn’t plan to stop moving in this direction, and it’s imperative that SEO keeps up.
To stay competitive, your SEO strategy can’t rely solely on Google anymore. Now, we need to:
Search isn’t just happening in Google’s search results anymore, and Google knows it. Social platforms are shaping the future of how people learn, buy and explore. As a result, Social SEO isn’t a trend. It’s the new foundation of a complete digital visibility strategy.
If your brand isn’t optimising for discovery across social search, you risk being invisible where your customers are already looking.
Calculated Metrics in GA4 are nothing new – they existed in Universal Analytics too – but they are one of the most under-utilised features. Although you only get five Calculated Metrics in a free property, they are a hugely powerful in making Google Analytics more actionable, particularly for Ecommerce brands.
