For years, the digital marketing playbook was pretty straightforward: get your website on the first page of Google, and the phone would ring. While Google remains a major player, the way people “search” has gone through a significant transformation.
Whether you’re a local business owner or running a national brand, you’ve likely noticed that the journey from “I need this” to “I’ll buy this” is no longer a straight line.
It’s happening on TikTok during a lunch break, on Pinterest while planning a home reno, and through a quick snap on Google Lens while walking down the street.
Search has evolved into a “search everywhere” model. This means social media marketing services aren’t just about likes or followers anymore — they’re about being discoverable at the exact moment a customer is looking for inspiration or answers.
What is Social SEO?
In the past, SEO was tucked away at the backend of your website. Today, SEO in social media defines whether your content reaches a potential buyer or disappears into the silence.
Platforms like TikTok and Instagram have essentially become search engines for Gen Z and Millennials. Instead of typing “best cafe in Perth” into a browser, they’re searching for it directly in TikTok to see the vibe, the food, and the coffee before they even look at a menu.
They use them to:
- Find local businesses and services
- Research products before buying
- Learn how to do something (tutorials and explainers)
- Discover trends, reviews and recommendations
Unlike Google, these platforms rely heavily on visual content, user behaviour, and contextual relevance, not just keywords on a webpage.
To stay ahead, your SEO social strategy needs to treat captions, on-screen text, hashtags, and even spoken words in videos as searchable data.
When you work with a digital marketing agency in Perth that understands this shift, they’re not just posting content — they’re optimising every element so your brand shows up when people actively search for your niche.
Visual Search is Changing How People Discover Brands
Visual search allows users to search using images instead of words. Tools like Google Lens let people take a photo or screenshot and instantly find similar products, places, or information.
For Australian businesses, this has big implications.
If your images aren’t optimised or if your brand visuals are inconsistent, you’re far less likely to appear in visual search results even if your product or service is exactly what someone is looking for.
Visual search is especially powerful for industries such as:
- Retail and eCommerce
- Hospitality and food services
- Trades and construction
- Fitness, beauty and wellness
- Real estate and property services
High-quality images, relevant filenames, alt text, and consistent branding all help search engines and social platforms understand what your content is about.
TikTok, Instagram and Pinterest Are the New Search Engines
TikTok is one of the fastest-growing search platforms in Australia, particularly for younger audiences but increasingly across all age groups.
People search TikTok for:
- Best cafes in Perth
- Digital marketing tips
- Small business marketing ideas
- How to grow on Instagram
Instagram and Pinterest work similarly, with searchable captions, hashtags, and visual cues driving discovery.
This is why social media marketing services can no longer focus purely on posting content. Strategy matters. Structure matters. Optimisation matters.
Your captions, visuals, keywords, and engagement signals all influence whether your content appears in search results on these platforms.
How Social SEO Supports Traditional SEO
Social SEO doesn’t replace Google — it strengthens it.
Strong social signals can:
- Increase branded searches on Google
- Drive traffic to your website
- Improve trust and brand authority
- Support link-building and content distribution
When people repeatedly see your brand across platforms, they’re more likely to click your website in Google search results. This improves user engagement metrics, which indirectly supports traditional SEO performance.
A well-rounded strategy connects website SEO, content marketing, and social discovery into one framework rather than treating them as separate efforts.
This is where working with an experienced digital marketing agency in Perth can make a real difference, especially one that understands both SEO and social search behaviour.
What Australian Businesses Need to Optimise for Social Search
1. Optimised Visual Content
Use clear, high-quality images and videos that match what your audience is searching for. Avoid generic stock images where possible — real visuals build trust.
2. Strategic Captions and Descriptions
Captions should be written naturally but include relevant search terms. Avoid keyword stuffing. Write the way Australians actually speak and search.
3. Consistent Branding Across Platforms
Your visuals, tone, and messaging should be recognisable whether someone finds you on TikTok, Instagram, Pinterest, or Google.
4. Platform-Specific SEO
Each platform works differently. What performs on TikTok won’t always work on Instagram or Pinterest. Tailoring content is essential.
5. Engagement Signals
Likes, comments, shares, saves, and watch time all influence visibility. Social SEO is as much about engagement as it is about optimisation.
What’s Worth Doing Next?
Search has evolved, and it’s no longer limited to a search bar on Google.
You’re already ahead of the curve if your content looks good, optimised for discovery, and speaks directly to your audience.
Social SEO and visual search aren’t trends — they’re the new normal.
At Rankaholics, we specialise in bridging the gap between traditional SEO and the new world of visual discovery. We don’t just want you to rank; we want you to be the obvious choice when a customer finds you.
Get in touch with us and let’s talk through your next move.
