Social media is now part of your SEO strategy

What has changed

Since 10 July 2025, Instagram has allowed eligible public content from professional accounts to appear in Google and other search engines.

This can include photos, videos, Reels and carousel posts from public Business and Creator accounts. PPC Land

In July 2026, Google introduced Platform Properties in Search Console. The feature allows creators and businesses to connect supported Instagram, TikTok, X and YouTube accounts. Google Search Central

Users can then review how their social and video content performs across Google Search.

Available information can include

• Search impressions

• Clicks

• Search queries

• Top-performing content

• Audience and performance insights

Platform Properties are being introduced gradually, so the feature may not appear in every Search Console account immediately. Google Search Central

Why this matters for SEO

Google can surface useful content from more than traditional websites.

A relevant Instagram Reel, carousel or post may appear when someone searches for a product, service, idea or answer.

This gives brands more opportunities to occupy space in search results.

A business may appear through its

• Website

• Instagram profile

• Instagram content

• YouTube channel

• TikTok content

• Google Business Profile

• Reviews

• Press coverage

Social content does not replace website SEO. It expands the number of ways a business can be discovered.

Search behaviour is changing

People increasingly use social platforms to research products, compare options and find recommendations.

Research published by Sprout Social in 2025 found that more than one in three consumers prefer to search social platforms first when looking for product reviews and recommendations. Sprout Social

The same research found that 76 per cent of respondents had been influenced to make a purchase by social content during the previous six months. This increased to 90 per cent among Gen Z respondents. Sprout Social

Social platforms are therefore supporting discovery, research and purchasing decisions.

Google’s decision to include more social content in its search ecosystem reflects this wider change in behaviour.

How to make social content more searchable

Use clear captions

Captions should explain what the content covers.

A caption such as “Our latest work” gives search engines and users little context.

A more useful caption would explain the topic, service, location or question being answered.

For example

“Five practical ways small businesses can improve local SEO”

This uses language that reflects how people search.

Include relevant keywords naturally

Use terms your audience would genuinely type into Google or a social platform.

Keywords can appear in captions, profile information, headings, spoken video content and on-screen text.

Avoid repeating the same phrase unnecessarily. Content should remain natural and useful.

Answer specific questions

Question-led content often aligns well with search intent.

Examples include

• How does Google Search Console work

• How can a small business improve SEO

• What should an Instagram caption include

• How often should a company post on social media

Clear answers can make content more relevant to both users and search systems.

Add descriptive alt text

Alt text describes the content of an image for people using screen readers.

It may also provide additional context about an image, although its primary purpose should always be accessibility.

Use accurate descriptions rather than lists of keywords.

Use accurate locations

Location information can help users understand where a business operates or where content was created.

This is particularly useful for businesses targeting specific towns, cities or regions.

Create evergreen content

Trend-led posts can generate immediate attention, but evergreen content may remain useful for much longer.

Strong evergreen formats include

• Guides

• Tutorials

• Checklists

• Frequently asked questions

• Definitions

• Comparisons

• Industry explanations

• Common mistakes

These formats are more likely to match recurring searches.

Optimise profiles

Use a clear account name, profile description and category.

Explain what the business does and who it helps.

A profile should give both users and search engines enough context to understand the brand.

Turn one idea into several searchable assets

A useful topic should not be limited to one platform.

A detailed blog can become

• An Instagram carousel

• A short Reel

• A LinkedIn post

• A TikTok video

• A YouTube Short

• An email

• A frequently asked question page

Each version should be adapted to its platform rather than copied without changes.

This approach creates several opportunities for the same topic to be discovered.

Social media is not a replacement for website SEO

A strong website remains essential.

Businesses still need useful landing pages, clear site structures, accurate information, strong internal links and technically accessible content.

Google recommends creating helpful, reliable content for people rather than content designed primarily to manipulate rankings. Google Search Central

Social media should support that strategy.

A Reel may introduce a topic. A carousel may explain the main points. A blog can provide the complete answer. A service page can then help the user take action.

Each channel has a different role.

What businesses should do next

Check whether public professional Instagram content is eligible for search engine indexing.

Review whether Platform Properties are available in your Google Search Console account.

Connect the relevant social channels.

Update profile descriptions so they clearly explain what the business offers.

Create content around real customer questions.

Use descriptive captions and accurate alt text.

Repurpose strong website content for social platforms.

Review Search Console data regularly to identify the topics and posts generating search visibility.