SEO and social media are two of the most powerful tools in a modern digital marketer’s arsenal. While some businesses mistakenly view them as separate—or even competing—strategies, the truth is that SEO and social media marketing work together to create a cohesive and powerful online presence.
SEO + Social Media = Business Growth! Your audience uses both—search engines to find solutions and social media to connect. When these two strategies work together, your brand gains visibility, credibility, and loyal followers. ~ Kate Rafferty
Since 2021, the digital landscape has continued to evolve. Yet we’ve seen a concerning trend: many businesses rely 100% on social media without understanding how customers actually find products and services online. This is a critical mistake. To achieve sustainable growth, it’s essential to understand the distinct yet complementary roles of search engines and social platforms—and how they strengthen each other when used strategically.
Understanding the Algorithms: Search vs. Social
Before diving into how SEO and social media work together, let’s clarify the difference between the algorithms that power these two channels.
- Search Engine Algorithms (like Google’s): Designed to deliver the most relevant, authoritative answers to a searcher’s question. Rankings depend on factors such as keywords, backlinks, site structure, and user experience signals like speed and mobile-friendliness. The focus is accuracy and authority.
- Social Media Algorithms (like TikTok or Instagram): Designed to maximize engagement and keep users on the platform. Content is prioritized based on likes, shares, comments, watch time, and trends. While discovery exists, the goal isn’t accuracy but connection and entertainment.
This distinction highlights why relying solely on social media for visibility is risky. A Google search for “best local plumber” provides solutions. The same query on Instagram yields content—but not necessarily the right provider.
Why Businesses Need Both SEO and Social Media
Why social media?
Because your audience lives there. Social platforms are today’s referral-based marketing engines, where shares, likes, and follows equal digital word-of-mouth.
Why SEO?
Because search engines remain the primary way people find businesses and services. A website is your online storefront, equivalent to signage and brochures for a brick-and-mortar shop. Optimizing it ensures you’re visible to prospects when they search for solutions you provide.
Together, SEO and social media create an ecosystem where one amplifies the other.
How SEO and Social Media Work Together
Your audience doesn’t choose one over the other—they use both. Here’s how to build a symbiotic relationship:
- Social Media Drives Brand Awareness and Search Volume
The more people see your brand on social channels, the more likely they are to Google you directly. This increases branded search traffic, which reinforces your site’s authority. - Content Amplification Boosts SEO
Great blog posts, videos, and guides can get buried without distribution. Social media extends your reach, increases shares, and can generate backlinks—all crucial for SEO. - Unified Content Strategy
SEO keyword research shows what people are searching for, while social analytics reveal what they engage with. Together, these insights power a content strategy that ranks well on Google and performs well on social feeds.
Three Steps to Reworking Your Digital Marketing Strategy
- Develop Relevant Content
Use SEO tools to uncover high-value keywords and social listening to identify trending formats. Publish people-first, problem-solving content on your site, then repurpose it for social. - Build Your Following
Engage with your audience, respond to comments, and foster community. Social trust boosts both credibility and brand recognition—critical for SEO and social media alike. - Engage and Iterate
Don’t just post—interact. Every comment, share, and piece of feedback can inspire new content. This cycle strengthens your digital footprint across both search and social platforms.
Social Media Optimization as Part of SEO
At Kate Rafferty SEO, we recognize the importance of social media, but our specialty is SEO. That said, we offer Social Media Optimization services to ensure your accounts are professionally branded, integrated with your website, and consistent with your broader digital strategy.
Our focus:
- Optimizing profiles for search visibility
- Posting SEO-driven blog content on social platforms
- Uploading and embedding optimized YouTube videos across your site and channels
We don’t run full-scale social media campaigns, but we ensure your presence supports your SEO goals—following the 80/20 rule of smart, strategic posting.
Ready to see how SEO and social media can work together to fuel your business growth?
Contact Kate Rafferty SEO today to build a unified digital strategy that works online, on social, and in search.