The Social Search Shift
Gen Z prefers TikTok and Instagram over Google for discovering local businesses, products, and how-to information. These platforms have become search engines with video results — optimized by different signals than traditional search.
Social SEO Best Practices
- Include target keywords naturally in captions, not just in hashtags
- Create content specifically designed to answer questions people search on each platform
- Use spoken words in videos intentionally — transcripts are indexed
- Build keyword-rich profile bios optimized for the search terms your audience uses
