The quiet merger of SEO and social is reshaping how brands earn visibility

For years, SEO and organic social were treated as separate disciplines – one focused on algorithms and keywords, the other on culture and conversation. Today, that distinction is fading. SEO and organic social are merging into a single discipline: discovery. Brands are no longer just competing for rankings or likes; they’re competing to be seen, trusted, and engaged wherever their audience is looking.

Search is moving towards social

Lucy Hillier, an Organic Manager at Oban International, explains: “At Oban, what used to be the SEO team is now the Organic team. The change isn’t just semantic; it reflects how search has evolved. It has always involved technical, content, and UX considerations, but today it increasingly includes social too. Search and discovery now span multiple platforms, and our approach treats them as a holistic journey, allowing us to optimise from every angle.”

In its search results, Google now surfaces Instagram posts, Reddit threads, YouTube Shorts, and TikToks alongside traditional websites. Meanwhile, users are increasingly searching on platforms like Pinterest, Amazon, and Etsy, sometimes bypassing Google for visual, social, or product-specific discovery. Social platforms have become discovery engines: people use them to research holidays, products, tutorials, and thought leadership, not just for entertainment.

Social commerce is contributing to this change, shortening the traditional buying process. Platforms like TikTok Shop, Instagram, and Facebook let users discover, compare, and buy without leaving the app, and post-purchase engagement stays highly social. In short, organic social content is now key to shaping choices, building trust, and keeping customers engaged from start to finish.

AI and chat-based search tools are also changing how people look for information. Chatbots like ChatGPT, Gemini, Claude, and Perplexity give direct answers and often predict follow-up questions. Use of these tools continues to grow, making AI an important part of any discovery strategy.

Three principles for discovery in a connected world

In this landscape, here are three key principles to bear in mind.

#1: Authenticity is currency

Audiences are tiring of generic, AI-generated content. As Lucy explains: “There’s a hunger for human realness. Authenticity is what cuts through. Video performs well in part because it features actual people speaking, signalling trust, relatability, and even humour – qualities that AI can’t authentically replicate. AI is a tool, but the audience remains human, and human connection is what drives engagement.”

As the Financial Times reported in October 2025 (paywalled), social fatigue is rising globally (except in North America, where engagement continues to climb), making authenticity a key differentiator. But what counts as authenticity varies worldwide. For example, in Japan, people may respond to quiet storytelling and expert authority; in the US, energy and personality tend to grab attention; and in Latin America, peers’ opinions often carry the most weight. Successful brands tune into local cues as much as their own values.

#2: Platform SEO is context-specific

Each platform has its own search logic – for example:

• TikTok – Favours short-form engagement, conversation-style phrasing, and trend responsiveness.
  
  
• Instagram – Rewards visual clarity, keyworded captions, and topical hashtags.
  
  
• YouTube – Prioritises long-form tutorials and detailed explanations.
  
  
• Pinterest – Surfaces intentional, project-driven content and serves as a visual search engine, particularly for Gen Z and lifestyle topics.
  
  
• Reddit – Values community validation and niche authenticity.
  
  
• Weibo / Xiaohongshu (RED) – In China, these platforms combine social discovery with e-commerce. Weibo works like Twitter/X for trending conversations, while Xiaohongshu blends Instagram-style visuals with product recommendations and lifestyle content.
  
  
• LINE / KakaoTalk – In Japan and South Korea, these messaging apps double as social platforms with discovery features. LINE integrates branded content and news feeds, while KakaoTalk’s KakaoStory offers visual content discovery and lifestyle sharing.

Even within platforms, audiences respond differently across regions. A LinkedIn post that works in Germany would probably fall flat in Brazil unless the phrasing, examples, and posting times are adapted. Discovery is both platform- and market-specific.

#3: Data becomes content

Brands often sit on untapped first-party data. Benchmarks, trends, case studies, and insights can be repurposed as content tailored for local audiences. Data-led storytelling strengthens credibility and helps content stand out in crowded markets. This includes insights from on-site search behaviours and AI-driven query trends, which can guide content creation and platform-specific optimisation.

The international dimension

Social media habits are changing. North American usage is still climbing, but audiences in Europe and APAC are pickier, favouring content that feels meaningful, trustworthy, and relevant to their local context (Financial Times, October 2025). In Europe, time spent on social has dropped by almost 10% since 2022, especially among teens and 20-somethings, as people move away from ‘ultra-processed’ or AI-driven content toward more thoughtful, intentional consumption.

For international marketers, success isn’t just about translating content. It means knowing each market, adapting messages to local preferences, and adjusting formats, tone, and posting habits to match how people discover and interact with organic social content. It also means keeping an eye on new search habits, like the rise of different platforms and AI tools, which shape how audiences find information and products.

Making search and organic social work as one

To succeed globally, brands need to treat SEO and organic social as one discipline:

• Audit visibility across platforms and markets. Understand where your brand appears, how it ranks, and which formats perform best in each market. Include both traditional search engines and social platforms, and emerging AI or on-site search channels.
  
  
• Modularise content for local formats. Create content that can be adapted into videos, carousels, threads, infographics, or short-form clips depending on platform norms and audience habits.
  
  
• Localise tone, language, and semantics. Work with local experts to ensure captions, hashtags, idioms, and visuals connect with regional audiences while staying on brand.
  
  
• Make use of first-party and proprietary data. Turn benchmarks, trends, case studies, and user insights into content that is credible, contextually relevant, and shareable.
  
  
• Measure discovery, not just distribution. Track engagement metrics such as saves, shares, comments, clicks, and reach alongside traditional SEO performance. Consider cross-platform impact and audience sentiment to see the bigger picture.
  
  
• Optimise for platform-specific search behaviours. Understand how each network surfaces content.
  
  
• Adapt to local algorithms and culture. Algorithms, peak activity times, and engagement patterns differ by region. Posting must align with local platform behaviours to maximise reach and impact.
  
  
• Build a feedback loop for continuous improvement. Use analytics and social listening to monitor performance, identify trending formats, and iterate rapidly.

Final thought

SEO and organic social are essentially one challenge: reaching and engaging the right audience. Brands that keep teams, content, or data separate risk falling behind. Those that bring together insights, local knowledge, and authentic storytelling can get ahead. For international marketers, the message is clear: don’t just chase rankings – be visible, trusted, and relevant wherever your audience looks, from social platforms to AI tools and on-site search. To find out more, talk to Oban.