For years, I’ve talked about how vital search visibility is and I’ve spent the past 18 months teaching others how to build it.

What’s interesting now is watching the shift. Social media managers who used to talk about reels, trends, and engagement are quietly turning their focus back to Google rankings and search strategy. It almost feels like the industry is coming full circle.

For a long time, the advice was simple: post more, show up more, shout louder. But the truth is, shouting doesn’t always get you heard. Especially now.

In 2025, the online landscape has changed. Search engines, AI systems, and social platforms have merged into a single web of information. They all feed each other and whether you realise it or not, they’re all drawing from the same pool of data: yours.

The Bigger Picture: How Everything Feeds AI

Every post, review, caption, and piece of text you publish online is now being analysed by AI and search engines to decide how credible you are.

When someone asks an AI tool, “Who’s the best salon near me for microneedling?”, that AI doesn’t just scan websites anymore. It also checks your:

• Google Business Profile and reviews

• Website text and blog content

• Social media activity and captions

• Mentions on directories and industry pages

Everything connects.

That means if your socials are neglected, your website is outdated, or your Google profile lacks detail, it weakens the overall picture AI has of you.

And that’s why I’ve changed the way I approach marketing altogether.

For years, I didn’t enjoy social media. It felt noisy, repetitive, and honestly exhausting.

I’d sit down to plan posts and immediately feel the weight of it. So I stopped trying to play the algorithm’s game.

Here’s what changed my mind.

AI is now drawing directly from the information we share online,  including our social media.
If you’re posting treatment videos, before-and-afters, professional insights, or even short educational captions, those aren’t just for clients anymore. They’re also for search engines and AI crawlers that use your content to measure your authority and expertise.

That means your social media activity is now part of your SEO footprint. It’s not just about showing up for your audience, it’s about showing up for the technology that connects you to them.

So yes, I’m focusing more on social media now. But not because I want likes, saves, or shares. I’m doing it because it strengthens my visibility everywhere else.

A strong, active social presence tells Google and AI that I’m a current, credible, practising professional. It confirms that I’m real.

Social Media, Search Engines, and Authority

Authority is one of the biggest signals search engines use when deciding who to rank and that authority isn’t built on just one platform.

It’s the overall footprint that counts:
Your website shows your expertise, your socials show your activity, your Google profile shows your trust, and your directory listings show your reputation.

They all work together to build one clear message: you are who you say you are.

When I post on social media now, I think of it as feeding my authority profile.
Each time I share a new result, client review, or piece of advice, I’m giving search engines another reason to rank me higher.

Because that’s what modern SEO really is it’s not just what’s written on your website. It’s what the internet as a whole says about you.

Understanding What Clients Actually Do

Most clients don’t find you because of one post.
They find you because of a trail.

Maybe they saw a Facebook reel. Then they Googled your name. Then they checked your reviews, clicked on your website, and finally scrolled your Instagram to see your work.

That full journey across search engines, social platforms, and AI-driven tools is what converts interest into a booking.

A 2024 study showed that 76% of people check Google Maps and Business Profiles before booking a service, but over half also glance at a company’s social media before committing.
They’re looking for the same things Google is: consistency, credibility, and real-world proof.

That’s why I treat my socials as an extension of my SEO, not a separate job.

How I Use My Social Media Now

I’m not trying to go viral. I’m building a digital footprint.

I post when it makes sense when there’s something educational, something worth showing, or something that reinforces what I do best.
I use captions that describe the treatment and the city I’m in, because both search engines and AI can read that.

My goal isn’t to entertain. It’s to reassure.
If someone searches for me and finds my Instagram, I want them to see evidence of quality, care, and ongoing expertise.

It’s not about chasing engagement anymore, it’s about proving authority through the content you already have.

Here’s how it all ties together:

• Your website is your foundation — it holds your structure and depth.

• Your Google profile adds trust — reviews, accuracy, and location.

• Your social media adds life — activity, proof, and authority.

• AI connects it all — learning who you are based on every piece of data you’ve created.

If one part is missing, the system feels incomplete.

That’s why I’m no longer “anti-social media” I’m strategic about it.
It’s no longer about showing off; it’s about showing up in the right places for the right reasons.

I still spend most of my energy on the things that create long-term visibility:
search optimisation, structured content, and keeping my Google and directory profiles updated.

But now, I’m giving social media the respect it deserves, not as the star of the show, but as the supporting act that strengthens everything else.

When people find me online, I want them to see the full picture:
A consistent business that’s active, professional, and trustworthy.

Because that’s what AI, Google, and your clients are all looking for the same thing: proof that you’re real, relevant, and reliable.

You don’t need to delete your social accounts, and you don’t need to post every day. But you do need to understand that social media is now part of the search landscape.

AI doesn’t just crawl your website anymore, it crawls you.
Your socials, your reviews, your content all of it builds your authority.

So use it wisely.
Not to please an algorithm, but to build a complete digital reputation that no AI, search engine, or competitor can overlook.

Because visibility isn’t about being everywhere,  it’s about being everywhere that matters.