You may have heard that hashtags on social media are well and truly dead. As social media platforms like Facebook, Instagram, Reddit, Pinterest, TikTok and X (formerly Twitter) have evolved, so has the way content gets pushed out and optimised for viewers.
Brands are moving away from hashtag dumping, and going viral is no longer in the best interests of a brand. Instead, they’re driving more powerful strategies, like planning keywords, telling the right stories, partnerships and community engagement.
If your current strategy relies on virality, it’s time to shift. We’ll break down what Social Media SEO means and how you can leverage it to get your brand in front of the right people.
Social Media SEO is in, and hashtags are out
Hashtags once were the main way to categorise and find content on social media, but with evolving platforms and the rise of SEO, that’s no longer the case.
Enter Social Media SEO. As platforms become more search-driven, visibility relies on how people are searching rather than how many hashtags you can fit in a post.
So, if Social Media SEO isn’t just a fleeting trend–and all signs say it’s here to stay–what exactly is it?
Put simply, Social Media SEO is optimising your content and profiles for better discovery through in-platform search. Much like traditional SEO tactics, it’s about using the right keywords in the right places to attract the right audience. But, instead of the goal being to better Google rankings, it’s to appear in the search results or for you page.
We are beginning to see a shift where search algorithms are prioritising relevance, keywords, and on-topic engagement instead of reach.
However, this doesn’t mean hashtags are obsolete. They are still helpful in grouping campaigns and branded movements– e.g. #VisitVic.
Though relying on this strategy alone won’t work. Instead, start by thinking about how people search. What might you type into a search bar to find a product, service, story or brand and go from there.
Keywords vs emojis
When it comes to social media strategy, captions are a key SEO tool. Step away from emoji-filled captions and cryptic one-liners and optimise your content for social media. If you don’t, you’re missing vital opportunities to show up in social search results.
Instead of saying “✨😍 new drop” and your post disappearing into the ether, try something more like: “Our new skincare range is here and formulated for sensitive skin.” Or use keywords that someone might type into the search if they were looking for your product or offering.
Pro tip: Use storytelling, FAQs, or “how to” phrasing in your captions.
Did you know that social media platforms index not only your caption text but even the words spoken in your videos? That’s why using clear, natural keywords and specific phrases across all content–even video–is essential. It helps the algorithm categorise and surface your content to the right audience.
Need help finding the right keywords for your niche? Try these free Social Media SEO tools like:
We’ve recently partnered with Semrush, and their powerful insights are helping us create stronger, more strategic Social Media SEO to give our clients access to the right tools and valuable data.
How to develop keywords for your brand
Good Social Media SEO begins with having the best keywords to target your audience. It’s not just about what you sell but how your audience is searching for it when they need it.
Our SEO specialist has shared her insights on how you can develop keywords for your brand.
Start by clearly understanding your brand’s voice and goals to know what you want to achieve.
Brainstorm the core relevant topics your brand covers and the benefits you offer. What problem does your brand solve? What does your audience search for?
From there, create a list of seed keywords, including basic, broad terms tied to your industry, product, or service. For example, if you own a bakery, these might be bread, pastry or cake.
Next, use tools like Ubersuggest, Pinterest Trends, TikTok Creative Centre, or Google Keyword Planner to expand the list based on search volume, relevance and competition. Then, refine it to include specific long-tail keywords.
Following this, it’s time to map the keywords–organising your chosen terms based on where they’ll be used in your content calendar and social posts.
Now, you have a set of relevant keywords suited to your audience that are ready to be added to your content.
Social Media SEO isn’t a buzzword. It’s a valuable strategy that works hand in hand with content creation. Going viral is fleeting, but an engaged community and keyword strategy are made to last. Create content that connects and converts and build a sustainable social media presence for your brand.
Book a strategy session and see how we can take your social media from TikTok dances to community building that actually works for your brand long term. Get your business in the spotlight for 2025 and beyond.
