Social SEO is the New Google: How to Optimize Your Instagram and TikTok for Discovery

What is Social SEO?

Social SEO is about making your content searchable on TikTok and Instagram so it shows up when people are actively looking for answers.

In 2025, people don’t just Google anymore... they TikTok it. From skincare tutorials to “best coffee shops near me,” users expect to discover what they need right inside the app. If your content isn’t optimized for search, you’re leaving organic reach (and sales) on the table.

Why this shift matters

User behavior has changed. Social feeds aren’t just for entertainment anymore, they’re search engines. Gen Z leads the charge, with over 40% using TikTok as their primary search tool for new brands, products, and even news (Google, via TechCrunch).

That means your Instagram and TikTok content needs to work like your website or blog: keyword-rich, intentional, and discoverable.

How to optimize your content for discovery

Here are Opie’s top strategies for making your posts search-friendly:

• Use relevant keywords in captions, alt text, and on-screen text

• Add closed captions or subtitle overlays (TikTok indexes them!)

• Incorporate specific search phrases your audience would type (ex: “halal meal prep,” “Dallas brand designer”)

• Rename your video files before uploading (ex: skincare-tips-sensitive-skin.mov instead of VID2025_2937.mov)

• Choose strong hashtags (3–5 max) that are niche and relevant, not stuffed or random

Best practices for keyword integration

Think of your captions as mini blog headlines: specific, clear, and helpful. Keywords should feel natural, not robotic.

Example:

❌ “Top tips for business growth marketing entrepreneur female boss”

✅ “Here are 3 marketing tips that helped me grow my brand as a woman-owned business”

When keywords flow naturally, the algorithm understands context and users stick around longer.

Where businesses go wrong

• Keyword stuffing. Writing for bots instead of humans makes your content awkward.

• Chasing trends without strategy. Trending audio is great for reach, but evergreen discovery happens when your content aligns with what people are actively searching for.

• Ignoring the “hidden” SEO spots. Bios, file names, and alt text all matter. If your bio just says “CEO | dream chaser ✨” instead of “Brand Designer | Dallas TX,” you’re missing search traffic.

Beyond captions: other places to optimize

• Your profile bio. Add 1–2 searchable keywords (ex: “digital artist,” “halal food blog”).

• Video file names. Rename before uploading - Instagram and TikTok index them.

• Alt text. Don’t skip it. Alt text helps your content surface in search and boosts accessibility.

Opie’s approach to Social SEO

We treat social SEO like an ongoing strategy, not a one-time checklist. For our clients, we:

• Audit keyword opportunities every month

• Weave keywords into captions, scripts, hashtags, and bios

• Optimize hidden fields like alt text and file names

• Stay on top of TikTok and Instagram search updates so you’re always ahead of the curve

What to expect when you do it right

When your social SEO clicks into place, you’ll start seeing:

• More profile visits from non-followers

• Higher saves and shares from people searching your niche

• Better visibility in TikTok and Reels search results

• More DMs, comments, and inquiries from ideal clients

Ready to get found?

If your content looks good but isn’t being discovered, it’s probably not optimized for how people actually search.

At Opie Creative, we blend creativity with searchability so your brand doesn’t just post... it gets seen, remembered, and acted on.