When we start working with a new social media client, some of the most common questions we get asked are about SEO strategy and hashtags. How many should we use? Are they even necessary any more? How do you know which ones to use? These are fair questions, especially if you have spent years being told that hashtags are the SEO key to reach and visibility.
Today, keywords and relevant content have everything to do with how social platforms think more like search engines and less like chronological feeds, which is why social media needs to be a key part of your SEO strategy and why we need to understand what part hashtags play in the present versus in the past.
Why Hashtags Are Not the Main Driver They Used to Be
Hashtags used to be the primary way content was discovered on social media. You picked the right ones, added a long list at the end of your caption, and hoped the algorithm would do the rest. That approach has been quietly losing effectiveness as platforms evolve.
Today, platforms like Instagram, TikTok, LinkedIn, Pinterest, and YouTube Shorts are built around search behaviour. People are speaking or typing full questions and phrases into search bars, not clicking through hashtag feeds. The platforms are responding by prioritizing content that clearly matches search intent, not content that simply includes popular tags.
Some platforms are even reinforcing this shift by limiting hashtag use. Instagram has publicly announced a limit of 5 hashtags, LinkedIn promotes content with fewer tags, and TikTok has moved away from hashtag-heavy discovery in favour of keyword-driven recommendations. These limits are not accidental. They reflect how platforms want content to be written and understood.
Social Media Platforms Act More Like a Search Engine Now
If you have caught yourself searching on Instagram or TikTok the same way you would on Google, you are not alone in the crowd. TikTok, in particular, has become a go-to search tool for tips, recommendations, and explanations. Meta’s voice and AI search continue to grow more advanced, and LinkedIn surfaces content based on topic relevance, not just hashtags or connections.
This is where SEO, GEO, and AEO come into the picture. Social platforms now scan captions for context, authority, and relevance. Writing out a phrase like “social media marketing tips for small businesses” in a natural sentence gives the algorithm far more information than hiding that same phrase inside a hashtag.
From an answer engine (AEO) and generative engine (GEO) perspective, clear language matters. AI-driven discovery tools rely on well-written content that directly addresses topics and questions. A caption that explains something plainly is much easier for an algorithm to understand, categorize, and surface than one filled with fragmented hashtags.
Why Keywords In Captions Drive Search Results Without Hashtags
When people add keywords to content in their captions, they are helping the platform understand exactly what the post is about. Keywords and strategic snippets written in plain language improve searchability, reinforce topic authority, and align better with how people actually search.
There is also a credibility factor. Large blocks of hashtags can feel cluttered or spammy, especially on educational or professional content, and, in some cases, the social platforms will limit the post’s reach if there are too many included. Posts that read naturally tend to build more trust, which leads to better engagement. Engagement, in turn, signals value to the algorithm and increases the number of people who will see your posts.
But, let us be clear…This is not about stuffing keywords into captions. It is about writing clearly, answering a real question that someone might search, and making the topic obvious to both humans and machines.
The Balance Between Keywords and Hashtags
You don’t want to abandon hashtags altogether. They still play a role in categorization and niche discovery, but they work best as a supporting tool, not the foundation of your strategy.
A hybrid approach tends to perform best. Write your caption as if you are answering a real question someone might search for. Use specific, natural language that reflects how your audience speaks and, if it makes sense, reinforce the topic by listing a few relevant keyword phrases at the end of the caption, as well as a small number of highly relevant hashtags that support the content.
This approach keeps captions readable, professional, and aligned with how platforms now prioritize content.
How to Choose the Right Keywords to Include In Your Social Content
Finding strong keywords does not have to be complicated, and it does not need to start with a tool. One of the most overlooked keyword sources is your own first-hand experience.
Think about the questions your customers ask you every day. What comes up on sales calls? What do people email you about before they are ready to buy? What do they get confused about, hesitate over, or push back on? Those questions and pain points are often the exact phrases people are typing, or speaking, into social and search platforms.
FAQs are especially powerful from an AEO and GEO standpoint. If people repeatedly ask the same things in your industry, there is a strong chance AI-driven search and discovery tools are looking for clear, authoritative content that answers those questions. AI tools essentially regurgitate content from websites like yours when they find the answer someone is searching for. When your social media captions mirror real conversations you have with clients, they perform better because they align naturally with search intent.
From there, tools can help refine and expand your ideas. AI tools are great for generating related phrases and variations, and social platform search bars show you what people are actively searching for related to your topic. Looking at competitor captions or Google’s related searches can also help you spot patterns in how topics are being framed.
The goal is not to chase perfect keywords. It is to clearly communicate what you do, who you serve and how you can help, using the same language your audience already uses.
Why Keywords Belong in Your Visuals Too
Captions are not the only place keywords matter, especially as visual search becomes more popular. Social and search platforms are getting much better at understanding images and videos by reading on-screen text, analyzing visuals, and paying attention to how images are tagged. Tools like Google Lens and Pinterest’s visual search have trained people to search with images just as easily as they search with words, and social platforms are following the same path.
If you haven’t seen these tools in action: You can walk up to a flower in your yard or a product on a shelf, snap a photo, and upload it into pinterest or on google and ask where can I buy this or what is this and it will tell you.
Because of that, the text and keywords that appear in your graphics, videos, and image tags carry more weight than ever. When your visuals clearly reinforce the topic of your post, it helps platforms understand what your content is about and who it should be shown to.
Why Social Media Needs Keywords and Hashtags to Maximize Your SEO Strategy
The bigger shift here is not just about hashtags versus keywords. It is about how social media content fits into your overall SEO strategy. Social posts are content assets that now appear on search engines instead of just on the original platform you post them on. They answer questions, demonstrate expertise, and build topic authority.
When your social captions align with how people search and how AI interprets content, they support your website’s SEO strategy, your brand visibility, and your chances of appearing in generative and answer-based results.
Key takeaway: Hashtags are no longer the star of the show. When you focus on writing content with a keyword focus that genuinely answers questions and reflects real search behaviour, discoverability tends to follow.
Staying Ahead of Social Trends, SEO, and Hashtags…
Social media is changing quickly, and the way content is discovered is evolving just as fast. SEO, GEO, and AEO are no longer just website considerations, they are shaping how social content is written for search visibility across all platforms. Although hashtags are still relevant to machines for categorizing your business, they’ve taken a back seat to keywords and strategically written content.
At 3SIXTY Marketing Solutions, this is exactly the kind of shift we pay attention to. We stay on top of platform changes, search behaviour, and emerging trends so our clients don’t have to constantly guess what will work next. Whether it is rethinking hashtags, refining keyword strategy, or aligning social content with broader SEO goals, our focus is always on relevance and generating long-term, sustainable results.
If your social media feels like you’re just doing a lot of work without getting the visibility you deserves, it’s time to call in the experts at 3SIXTY. Give us a call at 705-252-4180 or book a consultation online and let’s give your SEO social strategy the boost you’ve been looking for.
