Summary :
More customers are discovering businesses through a mix of Google search and social search, using each platform for different parts of their decision-making process. Google remains the top place for quick answers and local results, while social media helps people explore brands more personally through reviews, recommendations, and real customer content. Understanding how both search types work together can help businesses improve visibility, strengthen their content strategy, and connect with customers where they’re already looking.
For years, Google has been the main place people go when they want to find a business. Whether they were looking for a restaurant, a plumber, or a marketing agency, Google search was the first stop. But in 2025, that pattern is changing. More customers are discovering businesses through social media platforms like Instagram, TikTok, Facebook, and even LinkedIn.
This shift has created a new challenge and a new opportunity for business owners. Do you focus on Google, or do you pour more time into social platforms?
How Google Search Works for Today’s Customers
Google is still the most trusted search engine in the world. When customers need information fast or want to compare services, Google is usually the first place they visit. Traditional SEO helps your website show up when someone types in a phrase like “best advertising agency in Lethbridge” or “local digital marketing services.”
Google search is strong because:
- It provides quick answers.
- It gathers results from thousands of websites.
- It can show reviews, maps, and business hours right away.
If your business has strong SEO and a well built website, Google remains a powerful source of leads. Lethbridge SEO, in particular, helps local customers find nearby businesses more easily. Many Canadian lead generation strategies still rely on Google because it reaches people who are already searching with high intent.
How Social Search is Changing Customer Behaviour
While Google is strong, social platforms are now acting as new search engines. On Instagram, users can search by keyword or phrase, not just hashtags. On TikTok, the algorithm pulls from captions, text overlays, and even audio names. On Facebook, local groups and recommendations act like community search tools.
This means that when customers want ideas, inspiration, or quick answers, they often search social media before Google. For example:
- A customer looking for creative branding ideas might search TikTok.
- Someone needing a restaurant recommendation might ask in a Facebook group.
- A business owner shopping for a marketing agency might search Instagram for examples of real work.
Instead of typing questions into Google, people are typing them into the platforms they already scroll every day.
Why Customers Search Differently Now
There are a few reasons social search has become so popular in 2025:
1. Social media feels more personal
People trust recommendations from real users, influencers, and community groups.
2. Video search is growing fast
Short videos explain things quickly, which helps customers compare options in seconds.
3. Younger generations prefer social platforms
Gen Z and younger Millennials use TikTok and Instagram more than Google for discovery.
4. Social platforms show real people and real results
Seeing a business’s products, reviews, or behind the scenes content builds trust faster.
As a result, businesses that ignore social media optimization are becoming harder to find.
Google Search vs. Social Search: What Each One Does Best
Both search methods are important, but they serve different purposes. Here is a simple breakdown.
Google Search is best for:
- Customers who already know what they want
- People comparing prices, reviews, or services
- Local searches like “repair near me”
- Long term traffic from strong SEO
- Visitors who are ready to take action
Social Search is best for:
- Customers still exploring ideas
- People who want short, simple content
- Visual learners who want examples
- Younger buyers who spend more time on social apps
- Building brand awareness and connection
Most customers use both. They may discover you on Instagram, then check Google for reviews. Or they might find you on Google, then go to your Instagram to see what your business is like.
Why Your Business Needs Both Google SEO and Social SEO
Businesses that focus only on one platform miss out on large audiences. Google brings high intent customers. Social platforms bring early stage customers who are exploring options.
When you combine the two, you create a complete path for customer discovery. Your website supports your social media. Your social media supports your website. Together they make your brand look more trustworthy and easier to find.
This is where a strong content strategy becomes important. Every platform should support the other by sharing consistent keywords, visuals, and messages.
How Businesses Can Show Up More Often in 2025
Here are simple steps any business can take to appear in both Google and social search results:
1. Use clear keywords everywhere
Include simple keywords in your website, your social profile, your captions, and even your videos.
2. Keep your website updated
Google rewards fresh content, fast loading pages, and helpful information.
3. Use social media optimization
Add alt text, keyword rich captions, and simple text overlays to videos so social platforms understand your content.
4. Post consistently
Regular posting gives both Google and social platforms more content to index.
5. Share helpful information
Customers search for useful content, not random posts. Tips, how to’s, and FAQs perform very well.
6. Show real examples of your work
People want to see results, not just words.
Businesses that follow these steps often see stronger online advertising performance, more engagement, and a boost in lead generation.
Final Thoughts
In 2025, customers discover businesses in more places than ever before. Google search is still powerful, but social search is growing fast and capturing a new generation of buyers. The strongest businesses use both.
When you optimize your website and your social content together, you make it easy for customers to find you, trust you, and choose you.
The future of customer discovery is already here, and it belongs to brands that show up everywhere their audience is searching.