How to Optimise Social Media Posts for Google Search

Social media used to be all about trends, aesthetics, and algorithms. But with the latest Google update, things are shifting. Google is now pulling social posts directly into search results.

That means someone could discover your Instagram post, TikTok, or LinkedIn update without ever following you first. For many business owners, this is a huge opportunity to get in front of completely new people.

Why the Google update matters for your content

Imagine someone searches “social media manager Tauranga” or “best social media manager NZ.” Alongside websites and blogs, they might now see social posts that match their search.

Here is the catch: these people do not know your brand yet. They are not scrolling through your feed in order, seeing your personality shine through or following along with your stories. They are simply landing on one single post and asking: is this helpful?

That is why optimising social media posts for Google search matters.

Do all posts need to be keyword-focused?

No. In fact, if you try to stuff every caption full of keywords, it will feel unnatural and clunky. Social media is still about connection, storytelling, and value. But here is the distinction: your lead-driving posts (the ones designed to attract new clients or spark enquiries) should absolutely include keywords.

How to optimise your social media posts for Google search

Think of it like leaving breadcrumbs on Google for new clients to follow. Here are a few steps to make it work:

1. Know your keywords. What would your ideal client actually type into Google? For an example, clients who may be looking for my services might type in the following: “social media manager Papamoa,” “marketing strategy NZ,” “social media management Tauranga,” “social media manager New Zealand.”

2. Use them naturally. Work these keywords into your caption, post text, or even your video script in a way that feels conversational.

3. Choose your lead-driving posts. Not every piece of content needs this. Save it for posts designed to generate leads, showcase your services, or drive people to take action.

4. Balance discovery with engagement. Remember, Google might bring people to your post, but it is still social media. Your content should also invite connection and build trust once they arrive.

   
   

The expert takeaway

The Google update is not about keyword stuffing. It is about being strategic.

Your awareness and engagement posts can still be fun, creative, and trend-driven. But when you create posts that are designed to bring in leads, optimise them with the keywords your clients are searching for. That way, you give yourself the best chance of being discovered by people who have never even heard of you.

Social media is no longer just about playing to the algorithm. It is about being discoverable in the bigger digital world. When you get strategic with keywords, you make your social content work harder for you, both on the feed and on Google.