Social Media + SEO: A Power Combo Most Businesses Overlook
When people talk about SEO, they usually think about websites, keywords, and Google rankings. And when they talk about social media, it’s usually about likes, shares, and followers.
But here’s the thing: social media and SEO aren’t separate. They’re two sides of the same coin, and when you use them together, your visibility (and sales) can skyrocket.
Why SEO Still Matters (Even in the Age of Social Media)
Social media is great for attention—but search is where the serious buyers are.
Someone scrolling TikTok might stumble on your product.
But someone Googling “best roofing contractor Toronto” is ready to hire today.
The goal of SEO is simple: get your website and online profiles to show up on the first page of Google (or Bing, or even YouTube). That’s where people are actively searching for solutions.
And here’s the kicker: when you optimize both your website and your social media, you increase your chances of showing up multiple times on that first page. That’s what marketers call owning the SERPs (Search Engine Results Pages).
What Social Media Does for SEO (Direct + Indirect Benefits)
Social media drives traffic to your website.
When you share blogs, videos, or offers on LinkedIn, Facebook, or Instagram and people click through—that’s traffic Google notices.
- Social media helps build backlinks.
The more your content gets shared, the more likely bloggers, journalists, or other businesses will link to it. Backlinks are one of the top ranking factors. - Social profiles rank in search engines.
Search “Nike” right now—you’ll see their website and their Instagram, Twitter, and YouTube pages dominating the first page. Your business can do the same. - Social signals show trust.
Google says social likes and shares aren’t direct ranking factors, but strong engagement often correlates with high-quality content—which search engines do reward. - Social Media Optimization (SMO): Think of It as SEO for Social
Peter Kent’s SEO for Dummies explains it best: if SEO is optimizing your website, SMO (Social Media Optimization) is doing the same for your profiles.
That means:
Using keywords in your bio and posts.
Linking back to your main website.
Making your profile public and professional.
Being consistent with your brand voice (yes, even in captions).
SMO is critical because Google is moving toward personalized search results—meaning your location, your social activity, and even your past behavior can affect what shows up.
Practical Ways to Make SEO + Social Work Together
- Optimize your profiles with keywords. If you’re a fitness coach in Toronto, don’t just write “Helping people get fit.” Say: “Toronto Fitness Coach | Online & In-Person Training.”
- Post content that answers questions.
Remember conversational search? People type (or ask AI): “How do I fix a leaky faucet?”
If your TikTok, YouTube, or blog answers that, you can rank AND build authority. - Cross-link everything.
Blog → Share on LinkedIn.
LinkedIn → Link back to blog.
Instagram bio → Linktree → Blog + services page.
Every connection strengthens your digital footprint. - Leverage video.
YouTube is the world’s second-largest search engine (owned by Google).
Optimized video titles and descriptions = higher visibility in both YouTube and Google search. - Encourage engagement.
Ask questions, run polls, encourage shares. The more active your community, the more likely search engines are to see your content as relevant.
The Statistical Case for SEO vs. Social Media
Let’s get real: social media gets the hype, but search still rules the game.
According to comScore and Statista data:
Google alone handles over 86% of all searches worldwide.
Facebook has billions of users, but most aren’t there to search for “marketing agency Toronto” or “best accountant near me.”
Search = intent. Social = discovery.
And here’s the magic: when you combine them, you get both visibility and conversions.
Search Engine Jargon You Should Know (Quick Refresher)
Because SEO loves its jargon, here are a few quick terms you’ll hear:
Organic Search: Free results from Google’s algorithm.
Paid Search: Ads you pay for (PPC).
SEM (Search Engine Marketing): SEO + paid search combined.
SMO (Social Media Optimization): SEO tactics applied to social media.
Spiders / Crawlers: The bots that scan and index websites.
Example: How This Works in Real Life
Let’s say you’re a local coffee shop.
Your website ranks for “best coffee Toronto.”
Your Google Business Profile shows up in Maps.
Your Instagram pops up for “latte art Toronto.”
Your TikTok video goes viral for “making cappuccino at home.”
Now instead of showing up once, you’re showing up four times in different ways. That’s how you dominate.
Final Thoughts
Here’s the bottom line: SEO gets you found. Social media gets you shared. Together, they make your brand unforgettable.
If you’re only focusing on one and ignoring the other, you’re missing out on the full picture. Think of SEO as the engine that drives long-term visibility and social media as the fuel that keeps it running strong.
The businesses that win in 2025 won’t choose between SEO and social. They’ll master both—and connect the dots between them.
