TL;DR: Social media isn’t just for scrolling anymore—it’s where people are actively searching for local businesses. By optimizing your Instagram and TikTok profiles, using the right keywords, and creating helpful video content, you can make it easier for potential customers to discover and trust your business before they ever visit your website.
For years, local SEO has centered around having a great website, optimizing your Google Business Profile, and collecting positive reviews. Those strategies are still essential, but they’re no longer the only places people discover businesses.
More and more consumers—especially Gen Z and younger millennials—are using Instagram and TikTok the same way previous generations used Google. Instead of searching for “best coffee shop near me” on a search engine, they’re typing those same words directly into social media and watching short videos to decide where to go.
That shift is changing how small businesses should think about marketing.
Why People Are Searching on Social Media
Video gives people a much better sense of what a business is actually like.
Imagine you’re looking for a new restaurant. You could scroll through a handful of outdated Google photos, or you could watch a 20-second Reel that shows the food, the atmosphere, and what it’s like to walk through the front door.
Most people will choose the video.
The same idea applies to nearly every industry. A Pilates studio can give a quick tour of the space. A plumber can introduce themselves and explain a common repair. A boutique can showcase its newest arrivals. Even a law firm can use short educational videos to build credibility before someone ever picks up the phone.
Video helps customers feel like they already know your business.
The Gap We See With Many Small Businesses
At Saltd Studio, many of the businesses we work with already have the basics in place. They have a professionally designed website, some traditional SEO, and a Google Business Profile.
Where they’re often missing opportunities is on social media.
Many businesses are still relying on stock photos, static graphics, or the occasional promotional post. They have very few original photos or videos, and little content that answers the questions people are actively searching for.
As Reels and short-form video continue to dominate Instagram and TikTok, that approach is becoming less effective. Today’s customers want to see the people behind the business, what the space looks like, and how the business can help solve their problem.
That’s why we’ve been helping clients develop strategies specifically for social search.
1. Know What People Are Searching For
Every good SEO strategy starts with understanding the words your customers actually use.
Tools like Ubersuggest are a great place to begin because they’re affordable and can help you identify common search terms related to your services. While those tools are built for Google, the research often translates well to social media.
You can also do your research directly inside Instagram or TikTok. Start typing a service into the search bar and pay attention to the autocomplete suggestions. Then look at the videos that appear first. Notice the language they’re using in their captions, on-screen text, and video titles. After a few searches, you’ll start to see patterns in how people are looking for businesses like yours.
2. Optimize Your Profile for Search
Once someone finds your account, your profile should immediately tell them who you are, what you do, and where you work.
That doesn’t mean stuffing your profile with keywords. It simply means being clear.
For example, instead of only displaying your company name, you might use something like:
John’s Plumbing | Phoenix Plumber
Your bio should naturally explain your primary service, your service area, and how someone can contact or hire you. Include your website, make your location obvious, and consider mentioning a current offer if it’s relevant.
The easier you make it for someone to understand your business, the more likely they are to become a customer.
3. Create Evergreen Content That Answers Questions
One of the easiest ways to improve your visibility on Instagram and TikTok is by creating content that answers the questions customers ask every day.
For a couple of weeks, keep a note on your phone and write down every question you hear during sales calls, consultations, or customer conversations. Once you have your list, organize it by the questions that come up most often.
Each one can become its own short Reel or TikTok.
If you own an HVAC company, explain how to know when it’s time to replace an air conditioner. If you’re a photographer, answer questions about preparing for a family session. If you’re a fitness studio, explain what first-time clients should expect.
These videos continue working long after you publish them because people keep searching for those same questions.
Business owners sometimes worry they’re giving away too much information, but the opposite is usually true. Helpful content builds trust. Most people aren’t looking for instructions so they can do the work themselves—they’re looking for someone they feel confident hiring.
Think Beyond Google
Traditional SEO isn’t going away, and neither is your website. Google Business Profile, local SEO, and a fast, well-designed website are still incredibly valuable.
But customer behavior is evolving.
People no longer discover businesses in just one place. They search Google, browse Instagram, watch TikTok, read reviews, and compare businesses across multiple platforms before making a decision.
The businesses that stand out are the ones that make it easy to find them wherever their customers are already searching.
Ready to Improve Your Social SEO?
At Saltd Studio, we help small businesses build brands that are easy to discover online. From branding and websites to SEO, content strategy, and social media, we focus on creating marketing systems that work together to bring in more of the right customers.
If you’d like help building a social SEO strategy that helps people discover your business on Instagram and TikTok, we’d love to chat.
Key Takeaways
- Instagram and TikTok have become powerful search engines for local businesses.
- Short-form video helps customers quickly understand and trust your business.
- Research keywords using SEO tools and the search bars inside Instagram and TikTok.
- Optimize your profile so it’s clear what you do, where you work, and how customers can contact you.
- Create evergreen videos that answer the questions customers ask most often.
- Social SEO works alongside traditional SEO, helping your business get discovered across multiple platforms.
- Consistently publishing helpful, authentic content can increase visibility and build trust with future customers.
