If you've been rocking the old school approach to social media marketing—simply creating and sharing content, hoping for the best—you might need to hit the pause button and give this a read. Two interesting updates have rolled out this week that are quietly revolutionising how we think about keyword research and SEO for social media. Time to put down the "business-as-usual" playbook and brace yourself for the changing tides.

The TikTok-Google Love Affair

First off, let's talk about the newfound partnership between TikTok and Google. If you think that TikTok is just for Gen Z to indulge in viral challenges, think again. Google has entered the fray, testing a feature that allows you to search for TikTok topics on Google straight from the TikTok app.

Mybe it's a case of "if you can't beat them, join them." Maybe it’s a case of two rivals joining forces against those that want to control or outright ban them. Really, this is in a way Google showing TikTok support as the comical TikTok Ban in the US continues on.

With a notable portion of Gen Z—especially women—favoring TikTok over Google for search, this integration isn't just a fluke; it's a calculated move.

Google has made similar power plays in the past, striking distribution deals with giants like Apple and Samsung. So, dismissing the need for SEO or keyword research on TikTok based on your target demographic could be a rookie mistake. You don't want to find yourself relegated to the 'kids' table'—the lower search results—while your competitors are rubbing elbows in the VIP section, right above that shiny new Google search bar.

LinkedIn's Search Revolution

The next update is so discreet, you might miss it if you're not paying attention. LinkedIn has revamped its search features to display long-tail, keyword-rich phrases and queries when you search for hashtags. These are incredibly specific, laser-focused topics that users are actively looking for. It seems like LinkedIn is more than just your digital Rolodex; it's also emerging as a powerful research tool. In the past, I've compared LinkedIn to a Boomer Dad when it comes to updates. It tends to stick with what it knows and only discovers trendy features long after the younger platforms have already adopted them.

What It Means

LinkedIn is evolving from a professional networking site to a robust research platform. People are no longer just connecting or job hunting; they are seeking out in-depth information, asking detailed questions, and yes, probably looking for services just like yours.

This also means LinkedIn could be the place where those super-niche, highly specific questions your customers have enormous potential to get eyeballs on quickly vs the simple blog.

How to Leverage This

If you're not already sinking your teeth into LinkedIn's keyword capabilities, now's the perfect time. Explore the hashtags relevant to your field and check out the queries people are actually searching for. Responding to these ultra-specific questions not only showcases your expertise but also builds trust—arguably the cornerstone of any lasting business relationship.

Play around with search on LinkedIn. Start with hashtags and see what results pop in in suggested results. Read those articles from those queries, give your expert point of view in your own post or LinkedIn article.

Both of these groundbreaking updates signify one thing: SEO and keyword research are indispensable to your social media strategy and should be done before you whip out that phone and create content.

And you should be continously listening to what your audience is asking online. Make it a habit to do keyword/key-question research.

You can no longer afford to ignore SEO or keyword research. Not when TikTok's Gen Z audience is broadening its horizons and LinkedIn users are thirsting for niche knowledge.

The digital world doesn’t wait for anyone. If you’ve been holding off on incorporating SEO and keyword research into your social media plans, these updates are your wake-up call.