25 Jul 2025
Traditional SEO no longer covers everywhere your customers are searching.
In 2025, more people are discovering local businesses through platforms like TikTok and Instagram than through Google. According to Absolute Digital, 74% of Gen Z now use TikTok as a search engine, and 51% say they prefer it over Google when looking for places to eat, shop or visit. The UK has over 24 million TikTok users, which is more than one-third of the population, according to DataReportal. Instagram is also evolving fast, with features like Instagram Map allowing users to search for things like “coffee near me” and instantly browse local posts.
If your business isn’t showing up in those results, people won’t know you exist. Even if you're just a few miles away. Instead, they’ll find a café in Cheltenham, a boutique in Cirencester, or a hotel in Bourton-on-the-Water. Not because those businesses are better, but because they’ve made themselves visible. Consistent posting, the right keywords, and geo-tags are what help you show up when people search.
What is Social SEO?
Social SEO is about making your content easy to find on platforms like TikTok, Instagram, and Facebook. That means using keywords in your captions, tagging your location, and posting content that people actually want to see. It’s what helps you show up when someone searches for things like “Dog-friendly pubs in the Cotswolds” or “Best brunch in the Cotswolds”.
How to Start Showing Up in Search
You don’t need a full strategy to start seeing results. Most Cotswolds businesses can improve their visibility with a few simple steps:
Use clear keywords in your captions. Think “Cotswolds coffee shop” or “dog friendly walks near Stow.”
Tag your location on every post, including Stories and Reels.
Say the keyword in your video, especially on TikTok. Spoken words help your content appear in search results.
Post consistently, even if it is just once a week.
Pin your best post to your profile. Choose one with relevant keywords and a clear location tag.
Encourage reviews and user generated content. It builds trust and boosts visibility across platforms.
These small changes can make a big difference when people are actively searching for something nearby.
What People Are Searching For
The way people use social platforms is changing. They are not just scrolling for entertainment anymore. They are actively searching for places to go, things to do, and where to spend their money.
Here are a few real examples of what someone might type into TikTok or Instagram:
“Dog friendly pubs in the Cotswolds”
“Best flat white near Cirencester”
“Things to do in Bourton on the Water this weekend”
“Quiet countryside walks Gloucestershire”
“Cotswolds boutique stays with views”
If your business is creating content that answers those searches, you are much more likely to be found. If not, the person searching will find someone else who does.
How to Tell if It’s Working
You do not need any special software to see whether your content is being found. Most platforms give you basic insights that show how people are discovering you.
Here are a few key things to check:
Instagram: Go to your Instagram Insights and look under “Accounts Reached.” If you see growth from search, it means your content is being discovered.
TikTok: Use TikTok Analytics to check how people are finding your videos. Look for views coming from search in your post-level breakdown.
Google Search Console: If you link back to your website in your bio or posts, Google Search Console can show how much traffic is coming from Instagram, TikTok, or other platforms.
If these numbers are increasing, your visibility is improving. That usually means more profile visits, more messages, and more bookings.
Let’s Make Sure They Find You
Social media is no longer just about likes or looking busy online. It has become one of the most effective ways to get discovered by people who are already searching for what you offer. Whether someone is planning a weekend in the Cotswolds or just looking for a flat white nearby, your business should be showing up in those searches.
You do not need to post every day or chase trends. But showing up consistently, using the right keywords, and tagging your location can make a big difference to how visible you are.
If you want to grow your reach, improve your content, or turn visibility into real enquiries and bookings, book a free 30 minute call to see how Combe Creative can help.