Connected Thinking: SEO in 2025

SEO in 2025: Why Creator-Led Marketing is the Future of Search

In October's edition of our Connected Thinking series, we took a deep dive into the evolving world of SEO. A shift is taking place, as social platforms like YouTube and TikTok have transformed from SEO drivers to becoming SEO facilitators in their own rights. Today, with 72% of global internet users turning to social media platforms for brand research—and around 31% of consumers using it to find answers to their questions, especially Gen Z and Millennials—a new era of search is unfolding.

This new world of search sees creator-driven content gaining prominence in search results, shifting the SEO focus. Brands and influencers alike must now consider content that is optimised for both traditional SEO and AI-driven search strategies to stay visible and credible.

SEO offers increased visibility, higher conversion rates and brand credibility so nailing your SEO strategy isn’t just a ‘nice to have’ for brands, it’s imperative. We explored how brands should leverage their creator content to maximise success in this new realm of SEO.  

Here are our top takeaways for influencer SEO success:

• Leverage backlinks. Make sure creator content links back to your website, boosting domain authority and search visibility – after all, no one wants their content to end up on page two of Google.

• Brief titles + tags. These are just as important as descriptions – they should be keyword rich. Sponsored posts that incorporate keyword-rich captions, strategic hashtags, and location tags see a 23% higher engagement on Instagram than those without these SEO elements, enhancing discoverability, while streams on Twitch with optimised titles attract 50% more clicks than generic titles.

• Use alt text. Make sure that creators use relevant keywords in the alt text of Instagram posts, enhancing discoverability through image search – on Instagram, posts with keyword-optimised alt text are 50% more likely to appear in Instagram’s search results.

• Businesses of all sizes can reap the benefits. Often we think small businesses have to do things differently, with SEO – especially social SEO – brands should be ‘acting like the big dogs’ as our Account Director JR put it, he said that small businesses should be ‘implementing strategies that will increase their discoverability on social, e.g. don’t be afraid to jump on SEO trends to get in front of more people.’

• Don’t sleep on the TikTok Creator Search Insight. This function allows users to view the content being searched for and how popular it is, and even highlights where the content is lacking. Utilising a function like this allows brands to better understand the behaviours of consumers in TikTok, leading to an increase engagement and discoverability. Ultimately, the algorithm will favour this content as it’s fulfilling the needs of the platform's users, so whether you are a creator or a brand this is one platform update to get on board with.

As SEO continues to evolve, one thing is clear: creator-led content is integral to the future of search. With platforms like YouTube, TikTok, and Instagram now vital to consumer discovery, brands that prioritise SEO-optimised creator content will stand out. From leveraging backlinks and crafting keyword-rich captions to optimizing alt text, the strategies we’ve discussed today equip brands to boost visibility, engagement, and credibility where it matters most. Embracing these SEO tactics is the key to staying relevant, competitive, and discoverable in 2025 and beyond.