Paid Ads Are the Motor, Social Media SEO is your Steady and Sustainable Tailwind

Welcome back to The CoCo Edit, where we help small brands show up beautifully, strategically, and sustainably online. If you’re tired of pouring energy into social content that never quite gets seen—you’re not alone. The good news? You don’t have to pay to play. Social media SEO is one of the most overlooked (and free!) ways to grow your brand and reach the people already searching for what you do.

Think of it like sailing: Paid ads are your motor—fast and direct, but they burn fuel. SEO is your wind—steady, renewable, and long-term. Here, we’ll show you how to harness it across Instagram, Pinterest, TikTok, and YouTube. Ready to chart a course toward organic reach and visibility—one keyword at a time? Off we go! 

First Off: WTF Is SEO?

Search engine optimization (SEO) is the practice of structuring your content so that it’s discoverable. When you use language your audience is already searching for, you help your content show up where they’re already looking—Google, Pinterest, Instagram, TikTok, YouTube, and more.

Why It Matters:

• Helps your dream clients find you organically
• Establishes credibility and expertise
• Builds a lasting content strategy foundation
• Supports brand growth without ad spend

Ok, Cool. But What Is Social Media SEO?

Social media SEO is about optimizing your profile and content so the right people find you—even if they’ve never heard of you before.

Platforms like Instagram, Pinterest, TikTok, and YouTube now act more like Google’s search engine than just social feeds. Users aren’t only scrolling for entertainment—they’re searching with intent. 

If you’re only writing to engage your current followers and not considering how to show up in search, you’re leaving reach on the table.

So Many Places We Use Keywords on Social Media:

• Profile bio and username
• Captions and hashtags
• Comments
• Alt text (on images)
• Titles and descriptions (especially on Pinterest and YouTube)

CoCo Tip: YouTube is now the world’s second-largest search engine after Google. A fully optimized YouTube channel with a steady pipeline of content is a must.

Our Top SEO Tips by Platform

Instagram:

• Captions > Hashtags: Instagram now scans captions for keywords. Write clearly and naturally, using terms your audience searches.
• Alt Text: Add image descriptions with relevant keywords.
• Bio & Username: Optimize with your niche/location/service.
  

Example: A home stager in Minneapolis might include “Minneapolis home staging” in their bio and use that phrase in captions.

Pinterest:

• Pin Titles & Descriptions: Use high-volume, niche-specific keywords.
• File Names: Upload images with keyworded filenames.
• Text Overlay: Add searchable phrases directly on pins.
  

Example: A pin titled “Open Shelf Styling Ideas” with that phrase on the graphic and in the description will perform better over time.

TikTok:

• Captions & On-Screen Text: Use search phrases in both.
• Comments Count: Include keywords in your replies.
• Trends + Niche = Magic: Marry search phrases with trending formats.
  

Example: A medspa posting “What to know before microneedling” in both text and voiceover can surface in TikTok’s search.

YouTube

• Titles & Descriptions: Front-load with search phrases.
• Tags & Transcripts: Add keyword tags and accurate transcripts.
• Topic Clusters: Consistently post on related topics to build authority.
  

Example: A wellness studio posting “Benefits of Infrared Sauna” can appear on both YouTube and Google.

The Role of Keywords: Your Content Compass

Keywords are simply the words or phrases your dream clients are typing into the search bar. Your job? Mirror that language in your content.

How to Find Keywords:

• Write down 5–10 FAQs your audience asks you
• Use Instagram search and Pinterest suggestions
• Try tools like Keywords Everywhere or Google Trends

CoCo Tip: “The best place to hide a body is page 2 of Google.” It’s grim—but it’s true.

Tool Spotlight: Keywords Everywhere

This Chrome extension shows search volume and keyword ideas right in your browser.

Why We Love It:

• Easy to use
• Affordable
• Helps brainstorm content topics that people actually want
  

How To Use It:

1. Type in a phrase related to your niche (e.g., “DIY home office”)
2. See what people are searching for
3. Save high-volume, low-competition terms

Turning One Keyword Into a Month of Content

Example Keyword: “How to Style Open Shelving”

Content Type	Idea
Blog Post	Full styling guide with visuals
Instagram Carousel	5 quick shelf styling tips
Reel	Before/after shelf styling timelapse
Pinterest Pin	Pin of styled shelves with keyword-rich title
Story Q&A	“Ask me anything” about open shelving
Newsletter	Shelf styling checklist + product links

Point is: One strong keyword = multiple formats. No need to start from scratch every time.

Organic Strategy vs. Paid Strategy

Again, think of SEO as the wind beneath your wings: It builds steadily and helps you sail smoothly over time.

Think of paid ads as your motor: it gets you there faster, but burns through your budget.

They’re best used together—but if you’re not investing in organic visibility, you’re constantly starting from zero.

Final Thoughts: Set Your Sails

You don’t need to be an SEO expert—you just need to start tuning into what your people are searching for. With a few intentional course corrections, your content can work harder, last longer, and actually reach the people who need it.

Try This:

• Write down 5 questions you’re always asked
• Plug them into Instagram, Pinterest, or Keywords Everywhere
• Start creating content that speaks to those exact needs
  

Let your content do the heavy lifting. The wind’s already there—you just need to raise the mainsail! 

Ready to Show Up Where Your Dream Clients Are Already Searching?

Let’s build a content strategy rooted in clarity, connection, and long-term visibility. Reach out today to see how we can co-create your next chapter tomorrow—no ad budget required.