SEO Beyond Google: How to Optimise for TikTok, Instagram & Pinterest Search

When most small business owners think of search engine optimisation (SEO), their minds go straight to Google. After all, it’s the world’s most popular search engine, and ranking on the first page can drive serious traffic.

But here’s a shift many are missing: young consumers aren’t just searching on Google anymore. They’re discovering products, services and brands through TikTok, Instagram and Pinterest — and they’re using the search bars inside these apps to do it.

In fact, a 2023 report by The Trade Desk revealed that 40% of Gen Z users now prefer searching on TikTok or Instagram over Google when looking for fashion, food, travel tips or product recommendations. On Pinterest, over 800 million users search every month for ideas, from home decor to skincare routines.

This means a new frontier of SEO is emerging — not on Google, but within social media platforms. And for small and medium enterprises (SMEs), especially those targeting millennials and Gen Z, this is a golden opportunity.

Welcome to social media search optimisation — the next evolution of SEO.

In this comprehensive guide, we’ll show you how to master TikTok SEO, Instagram SEO and Pinterest search optimisation, so you can capture organic traffic from users who are already searching for what you offer — without ever leaving their favourite app.

No more hoping for viral luck. This is about strategic visibility in the platforms where your audience spends their time.

Why Social Media Search Matters More Than Ever

Search isn’t just happening on Google. It’s happening in the palm of your customer’s hand, inside apps they open dozens of times a day.

Think about how you or your target audience uses TikTok. You might search for “affordable skincare routine” or “easy vegan meals under 30 minutes”. On Instagram, you might type “minimalist home office ideas” into the search bar. On Pinterest, someone might look up “bridal shower themes 2024” or “sustainable fashion brands Australia”.

These aren’t casual scrolls. These are active searches — intent-driven moments where users are ready to discover, learn and buy.

And if your brand isn’t showing up in these results, you’re missing out on high-intent traffic.

The truth is, social platforms are becoming search engines. TikTok uses a powerful recommendation algorithm that rewards discoverability. Instagram’s search function indexes captions, hashtags and audio. Pinterest operates like a visual search engine, with users treating it like Google for lifestyle and planning.

For SMEs, this is a game-changer. You don’t need millions of followers to be found. With the right social media search strategy, even small accounts can rank for niche keywords and attract real customers.

Let’s break down how to optimise for each platform.

Mastering TikTok SEO: How to Rank in TikTok Search & For You Page

TikTok isn’t just about dance trends and viral memes. It’s a powerful discovery engine, and its search function is growing fast.

Over 67% of TikTok users say they use the app to research products or brands, and TikTok’s own data shows that search is one of the top ways users find new content.

So how do you make your videos discoverable?

1. Use Keyword-Rich Captions

TikTok’s algorithm scans your video caption to understand what it’s about. Just like Google, it looks for relevance.

Instead of writing “Love this look 💖 #OOTD”, try:

“Easy work-from-home outfit ideas for petite women – comfy, stylish and under $100. Perfect for remote days in Melbourne. #WorkwearAustralia”

This includes:

  • A clear topic (work-from-home outfits)
  • Audience detail (petite women)
  • Location (Melbourne)
  • Price point (under $100)
  • Relevant hashtags

Use tools like TikTok Creative Center or Google Trends (set to Australia) to find trending search terms in your niche.

2. Optimise Your Hashtags Strategically

Hashtags still matter on TikTok — but not the way they used to. Instead of flooding your caption with 20 hashtags, focus on 3–5 highly relevant ones.

Mix:

  • High-volume hashtags (e.g. #FashionTips)
  • Niche hashtags (e.g. #PetiteStyleAU)
  • Branded hashtags (e.g. #MyBrandOutfits)

Avoid banned or spammy hashtags. Check their status using third-party tools or by searching them directly on TikTok.

3. Use Trending Audio (But Add Your Spin)

TikTok’s algorithm favours videos that use trending sounds — especially if they’re used in a relevant, creative way.

But don’t just copy what others are doing. Put your unique twist on it. For example, if a sound is trending for skincare routines, use it to showcase your organic face serum with a before-and-after demo.

The key is context + relevance. The audio should support your message, not distract from it.

4. Include Keywords in Your Video Text & Voiceover

TikTok uses speech recognition and on-screen text to index content. So if you mention “affordable maternity wear Australia” in your voiceover or as text overlay, it increases your chances of appearing in related searches.

Always speak clearly and use natural language that matches common search queries.

5. Post Consistently & Engage Early

While not a direct SEO factor, engagement signals (likes, shares, comments, watch time) tell TikTok your content is valuable. The more engagement in the first hour, the more likely it is to be pushed to the For You Page (FYP) and search results.

Post 3–5 times per week, respond to comments quickly, and encourage viewers to save or share your videos.

Pro Tip: Create “Search-Friendly” Content Series

Develop recurring content that answers common questions:

  • “5 Easy Outfits for Curvy Women”
  • “How to Style a Denim Jacket – 3 Ways”
  • “Best Eco-Friendly Swaps for Your Kitchen”

These perform well in search because they’re specific, solution-driven and evergreen.

Instagram SEO: How to Get Found in Instagram Search & Explore

Instagram may not have a traditional search engine, but its search and Explore page are major discovery tools.

When someone types “sustainable swimwear Australia” into Instagram’s search bar, the app shows:

  • Suggested accounts
  • Top and recent posts
  • Reels
  • Audio
  • Shops

Your goal? Appear in those results.

Here’s how.

1. Optimise Your Bio for Search

Your Instagram bio is one of the few places that’s indexed by Instagram’s search algorithm.

Include:

  • Your primary keyword (e.g. “organic skincare Australia”)
  • A clear description of what you do
  • A location tag (if relevant)
  • A branded hashtag

Example:

“Handmade organic skincare for sensitive skin. Vegan, cruelty-free & made in Byron Bay. 🌿 #CleanBeautyAU”

Use line breaks and emojis to improve readability, but keep keywords natural.

2. Use Keywords in Captions & Alt Text

Instagram scans your caption, hashtags and alt text to understand your content.

Write detailed captions that answer questions. For example:

“Looking for a natural deodorant that actually works in humid Sydney summers? This aluminium-free formula keeps you fresh for 12+ hours. Swipe to see ingredients. #NaturalDeodorantAustralia”

Also, add alt text to every image. Instagram uses this to index visual content. Instead of auto-generated text like “image of a bottle”, write:

“Glass bottle of lavender-scented natural deodorant on a wooden shelf with eucalyptus plants in the background”

You can edit alt text in the “Advanced Settings” when posting.

3. Leverage Hashtags & Search Terms

Instagram allows you to add up to 30 hashtags, but 8–12 well-chosen ones work best.

Use a mix of:

  • Broad (#Skincare)
  • Niche (#VeganSkincareAustralia)
  • Community (#CleanBeautyCommunity)

Also, explore Instagram’s search suggestions. Start typing a keyword and see what autofills. These are real search queries people are using.

For example, typing “eco” might suggest:

  • eco friendly gifts
  • eco packaging
  • eco fashion brands

Use these to inspire content and hashtags.

4. Publish Search-Optimised Reels

Reels are Instagram’s most discoverable format. They appear in Search, Explore and the Reels tab.

To boost visibility:

  • Use keywords in your Reel title (visible above the video)
  • Add text overlays with key phrases
  • Use trending audio with relevance to your niche
  • Encourage saves and shares — Instagram favours content that users save

Create Reels that answer questions:

  • “How to recycle your skincare bottles in Australia”
  • “3 signs your moisturiser is clogging pores”
  • “Why switch to reef-safe sunscreen?”

These are more likely to be searched and shared.

5. Claim & Optimise Your Instagram Shop

If you sell products, set up Instagram Shopping. Tag products in posts and Reels so users can tap to buy.

Instagram indexes product tags, so optimise your product names and descriptions with keywords like:

  • “organic cotton baby onesie Australia”
  • “handmade ceramic mug Melbourne”

The better your product data, the more likely you are to appear in visual search results.

Pinterest SEO: The Visual Search Engine You Can’t Ignore

Pinterest is often overlooked, but it’s one of the most powerful platforms for long-term, evergreen traffic.

Unlike TikTok or Instagram, where content disappears quickly, a well-optimised Pinterest pin can drive traffic for months or even years.

And here’s the kicker: 97% of searches on Pinterest are unbranded. That means people aren’t looking for your company by name — they’re searching for ideas, solutions and inspiration.

This is prime territory for SMEs.

Pinterest works like a visual search engine. Users type in queries, and Pinterest returns image-based results. Your job is to make your pins highly relevant, visually appealing and keyword-optimised.

1. Use Specific, Long-Tail Keywords in Pin Descriptions

Pinterest’s algorithm relies heavily on text — especially in pin descriptions.

Instead of “Pretty dress 😍”, write:

“Floral wrap dress for curvy figures – perfect for weddings, work or weekend brunches. Available in sizes 10–20. Free shipping Australia-wide. #CurvyFashionAU #WeddingGuestDress”

Include:

  • Product details
  • Use cases
  • Audience (e.g. “for tall women”)
  • Location or shipping info
  • Keywords real users would search

Use Pinterest’s search bar to find keyword ideas. Type a word and see what suggestions pop up.

2. Create High-Quality, Vertical Pins

Pinterest favours tall, vertical images (ideally 1000x1500px or 2:3 ratio). These take up more space in the feed and get more engagement.

Use clean, bright images with minimal text overlay. If you add text, make it bold and easy to read.

Create multiple pin designs for the same product or blog post to test what performs best.

3. Optimise Your Board Titles & Descriptions

Your boards are like categories on a website. They help Pinterest understand your niche.

Instead of “My Faves”, use:

  • “Eco Friendly Home Swaps Australia”
  • “Minimalist Wardrobe Essentials”
  • “Australian Made Skincare Routine”

Add a detailed description with keywords:

“Sustainable, non-toxic home products made in Australia. From reusable beeswax wraps to plastic-free cleaning tools. Perfect for zero-waste beginners.”

Organise boards logically and keep them active by pinning regularly.

4. Link Pins to SEO-Optimised Landing Pages

Every pin should link to a relevant page — your product page, blog post or collection.

But don’t just link and forget. Make sure the destination page is also optimised:

  • Fast loading
  • Mobile-friendly
  • Keyword-rich content
  • Clear call to action

Pinterest rewards pins that drive traffic and engagement.

5. Use Rich Pins (Product, Article or Recipe)

Rich Pins automatically pull metadata from your website, showing real-time info like:

  • Price
  • Availability
  • Title
  • Description

This makes your pins more trustworthy and clickable.

To enable Rich Pins, you’ll need to verify your website and add schema markup. Most Shopify and WordPress themes support this via plugins.

6. Pin Consistently & Repurpose Old Content

Pinterest is not a “post once” platform. It rewards consistency.

Use a scheduling tool like Tailwind to automate pins. Aim for 5–10 pins per day.

Also, repurpose old content. A blog post from six months ago can get new life on Pinterest with a fresh pin design.

Create idea pins (Pinterest’s version of Stories) to boost engagement and appear in more feeds.

 

Cross-Platform SEO Tips for SMEs

Now that you’ve seen how each platform works, here are five universal strategies to boost your social media search visibility across TikTok, Instagram and Pinterest.

1. Think Like a Searcher, Not a Poster

Ask: What would my ideal customer type into the search bar?

Answer questions like:

  • “Where to buy handmade soaps Australia”
  • “How to style wide-leg pants”
  • “Easy vegan lunch ideas for work”

Build content around these queries.

2. Use Australian English & Local References

Spell with British/Australian conventions: “favourite”, “colour”, “jumper”.

Mention cities, seasons and local trends:

  • “Perfect for Melbourne winters”
  • “Ideal for Sydney beach days”
  • “Great gift for Mums in Perth”

This boosts relevance for local searches.

3. Focus on Problem-Solving Content

People search when they have a need. Create content that:

  • Solves a problem
  • Answers a question
  • Offers a quick tip

Examples:

  • “How to stop frizzy hair in humidity”
  • “5-minute morning skincare routine”
  • “Affordable gift ideas for teachers”

These are highly shareable and searchable.

4. Audit & Update Old Posts

Just like website content, your social media posts can become outdated.

Every three months:

  • Check top-performing pins or Reels
  • Update links, prices or availability
  • Repost with a new caption or design

This keeps your content fresh and relevant.

5. Track What’s Working

Use native analytics:

  • TikTok Analytics: See which videos appear in search
  • Instagram Insights: Check reach from hashtags and search
  • Pinterest Analytics: Monitor top search terms and pin impressions

Double down on what works. If “eco laundry tips” is driving traffic, create more content in that niche.

Final Thoughts: SEO Is Evolving — Are You?

Google will always be important. But the future of search is decentralised. It’s happening across apps, in videos, on visual platforms and inside communities.

For small businesses, this is empowering. You don’t need a massive ad budget to be found. You just need to optimise for where your audience is searching now.

By mastering TikTok SEO, Instagram SEO and Pinterest search optimisation, you’re not just playing the algorithm game — you’re future-proofing your brand.

Start today:

  • Audit your social profiles
  • Research keywords your customers are using
  • Optimise your next post with search in mind

The next customer who searches for what you offer might be on TikTok, not Google. Make sure they can find you.