Social Search
People search outside Google too.
What has changed
There are many search boxes, and not all of them are Google.
A huge share of searches no longer starts in Google. Someone who wants to learn how to use something, on YouTube. Someone looking for ideas, products and reviews, on TikTok and Instagram.
Each of those boxes is a search engine with its own rules, and doing well in Google doesn't mean doing well there. Content that works on one platform doesn't have to work on another.
What it is and how it works
Ranking inside those platforms, each one with its own algorithm.
Social search and platform search share principles with Google SEO, but they are not the same thing. What decides the order changes in each place, and the work follows each one's rules.
What rules in each place
- 01
YouTube
Content and interest signals. What gets watched through and what gets dropped in the first minute.
- 02
TikTok
Query relevance and the hook of the content. What people type into the search box, not only what is trending.
- 03
Instagram
Profile, content and tagging to appear in its search when someone looks for your product or your category.
How we work it
We pick the platforms where your audience really searches and work the ranking of each one with its own rules. Being on all of them at once rarely pays off.
YouTube SEO
Content discovered by search in the world's second search engine, with titles, descriptions and channel structure.
TikTok SEO
What people type into TikTok's search box, which rarely matches what is trending.
Instagram SEO
Profile, content and tagging to appear in its search when someone looks for your product or your category.
How we measure it
Each platform has its own metric. We measure what each channel brings to the business, not platform vanity.
Discovery
How much of your YouTube content arrives through search and not through recommendation.
Reach in TikTok
Which pieces get found by search and which queries bring you new people.
Profile visits
Instagram searches that end on your profile, your site or an action that matters to you.
Conversion
What each platform ends up selling or booking, which is the only figure you can defend.
The whole system
Showing up is one part. The other three come with this one.
Tell us where people look for you.
You tell us what you sell and where, we look at it and tell you which platforms hold business for you and which don't.