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Why SEO Still Matters in a Social-First Web

In the digital marketing world of 2025, the rise of social media platforms has led many to question whether traditional search engine optimization (SEO) still holds the same importance as it once did. With platforms like Instagram, TikTok, Facebook, and LinkedIn dominating consumer attention, the focus has shifted heavily toward creating shareable, engaging content that drives social interaction.

However, even in this social-first landscape, SEO remains a critical component of a comprehensive digital strategy. At On First Page, a Tulsa-based digital marketing company, we strongly believe that SEO continues to be the backbone of long-term visibility, organic reach, and sustained online success. In this article, we explore why SEO still matters in a world where social media is the dominant force and how businesses can leverage both social and search strategies to maximize their digital presence.

The Changing Nature of the Web: Social-First Doesn’t Mean SEO-Last

In recent years, there’s been a fundamental shift in the way people consume content online. The rise of social media has shifted the internet into a more visually driven, interactive, and mobile-first space. Platforms like TikTok have revolutionized content delivery, with short-form video taking precedence over traditional text-based content. Meanwhile, Instagram has blurred the lines between eCommerce and entertainment, and LinkedIn continues to evolve as the go-to platform for B2B networking.

This shift has undoubtedly impacted SEO. Social media platforms now play a central role in how businesses engage with their target audiences, and search engines like Google are no longer the only online gatekeepers. In many ways, social media has become a search engine in its own right. With features like Facebook and Instagram’s search bar, people can directly discover businesses, products, and services without ever leaving the social platform.

Despite this shift, SEO continues to play a foundational role in ensuring that businesses can be found through organic search. It’s important to recognize that while social platforms are excellent for fostering engagement and building communities, search engines remain the primary discovery tool for many users. People turn to Google, Bing, or other search engines to find solutions to problems, seek information, and make purchase decisions. Even in a social-first world, SEO remains integral for businesses looking to build long-term, sustainable visibility.

SEO: The Backbone of Discoverability Beyond Social Media Platforms

While social platforms offer instantaneous reach, SEO remains the key to building long-term visibility and ensuring discoverability beyond the confines of a single platform. Social media algorithms prioritize content based on engagement (likes, shares, comments, etc.), but search engines like Google base rankings on a broader set of criteria that reward a more holistic approach to content creation.

For instance, search engines rely on page authority, relevance, and high-quality backlinks to determine whether a website deserves to rank for a specific query. A well-executed SEO strategy ensures that a website’s pages are indexed, optimized, and positioned to appear in search results when users are looking for answers. Without this, even the most engaging social media campaigns would fail to attract organic traffic to a business’s website.

Moreover, social platforms like Facebook, Instagram, and TikTok rely on their own internal search algorithms to surface content. The content you post on these platforms is primarily accessible to your followers or those actively engaged with your posts. SEO allows businesses to reach audiences beyond their social media following, tapping into the global pool of users searching for specific information or services on search engines.

The Long-Term Value of SEO vs. Social Media’s Short-Term Engagement

One of the core differences between SEO and social media marketing is the longevity of the results. SEO efforts compound over time, leading to ongoing traffic and visibility. Once your website ranks for certain keywords, it can maintain that ranking with minimal additional effort, provided you continue to update your content and maintain a good user experience. In contrast, social media marketing relies heavily on constant content creation and engagement to maintain visibility. Algorithms are ever-changing, and posts that perform well one day may be buried in the feed the next.

Consider a blog post that ranks on Google for a valuable keyword. Once it has climbed to the top of the search results, that content can continue to drive organic traffic over time, with little additional work required. In comparison, social media platforms like Instagram or Facebook require continuous updates and engagement to stay relevant. SEO provides lasting value, while social media engagement is more of a “short-term” marketing tactic.

Furthermore, Google’s algorithm updates (such as its focus on Core Web Vitals and mobile-first indexing) continuously shape the way search results are generated. A well-optimized website will continue to receive favorable rankings if it aligns with the evolving search criteria, while social media platforms’ algorithms may change frequently and lead to content being hidden from followers or less likely to go viral.

SEO and Social Media Can Work Hand in Hand

Rather than viewing SEO and social media as competing forces, businesses should approach them as complementary parts of an integrated digital marketing strategy. SEO and social media both work together to increase brand awareness, drive traffic, and build relationships with potential customers. By harmonizing both approaches, businesses can maximize their online presence.

Here’s how the two can collaborate:

• Shared Content Strategy: High-quality blog posts and content optimized for SEO can be shared across social media platforms, driving engagement and encouraging backlinks. For example, a well-researched article can perform well on your website’s blog and also attract shares on Twitter or LinkedIn, increasing traffic from multiple sources.
• Social Signals: While social signals (likes, shares, comments) may not directly influence search rankings, engagement from social platforms can indirectly boost SEO. Content that goes viral on social media has the potential to generate high-quality backlinks and increase traffic to your website. This can ultimately improve your search engine rankings.
• Search Intent Alignment: When creating content for social media, consider the search intent behind your audience’s queries. This alignment allows you to create content that can be optimized for SEO while also appealing to your social media followers. By targeting both search intent and social engagement, your brand can attract more diverse audiences.

The Rise of Visual and Voice Search: Social and SEO in Harmony

As we move further into 2025, visual search and voice search are becoming increasingly important. Social media platforms are at the forefront of these trends, with platforms like Instagram and Pinterest allowing users to search for products using images. This trend creates new opportunities for businesses to optimize for search through visual content.

In addition, voice search is on the rise, and it’s changing how users approach queries. Voice assistants like Siri, Alexa, and Google Assistant are transforming the search process with a focus on conversational queries and more localized results. For businesses, this means optimizing for long-tail keywords, natural language, and question-based queries. Voice search and social media can overlap in these areas as users ask for product recommendations, local services, or general information in a conversational tone.

Why SEO Still Matters in a Social-First Web: The Bottom Line

Even as the internet evolves into a social-first space, SEO remains the cornerstone of sustainable, long-term digital marketing success. While social media platforms offer short-term engagement and are important for building relationships, SEO ensures that your business is visible, discoverable, and accessible to users who rely on search engines for solutions.

SEO provides long-term benefits, allows businesses to reach broader audiences, and works synergistically with social media to create a holistic online marketing strategy. It’s not about choosing between social media and SEO, it’s about combining the strengths of both to dominate the digital landscape.

At On First Page, we specialize in integrating SEO with social media marketing to create comprehensive strategies that drive lasting traffic, increase brand visibility, and enhance your online presence. If you’re ready to improve your digital marketing efforts and stay ahead of the curve, reach out to us today at (918) 851-9548 for a personalized consultation.

On First Page Inc – Tulsa, OK

SEO Internet Marketing, Web Design, Digital Marketing

PHONE: (918) 851-9548