How To Use Social Media To Improve Your SEO

About This Episode

Social media is now part of SEO rather than a separate channel, so how do you make the two feed each other?

In this episode of SEO On-Air, host Koa Kauwe sits down with Nathan Hawkes (Arcane Marketing) and Greg Secrist (BKA Content) to discuss how social content and search now work as one strategy, and what that means for teams still budgeting them separately.

The panel explores what changed underneath. Nathan points to Google confirming that social platforms are being indexed and categorized, and says he has watched AI cite Facebook and LinkedIn posts back to him. Greg adds the number that should move budgets, with YouTube cited far more than any other video platform across ChatGPT, Perplexity, and Google. Their shared answer is a video first workflow where one recording becomes the YouTube upload, the blog post through transcription, and the short cuts for every other platform.

They also discuss why brand visibility replaced rankings as the goal, the research showing most of Gen Z no longer starts a search on Google, why YouTube keeps pushing a video long after TikTok gives up, why it takes 10 to 20 videos on the same problem before the algorithm responds, why a better microphone beats a better camera, and how agentic AI can analyze the top channels in your space to tell you which topics will land.

In this episode, you’ll learn:

– Why social media is now part of SEO rather than a separate channel

– Why YouTube gets cited far more than any other video platform in AI

– How one video becomes a blog post and five social assets

– Why most search no longer starts on Google

– Why YouTube’s algorithm rewards patience where TikTok does not

– Why you need 10 to 20 videos on the same problem before it works

– How to pick your first video topics without guessing

– Why audio quality matters more than camera quality

– How to use agentic AI to find which video topics will land

– Why an iPhone video outperforms a full film crew

Whether you’re an agency owner, SEO professional, content marketer, or business owner with no video presence yet, this episode provides actionable insights into building a video first workflow, choosing where to publish, and making social and search compound instead of running in parallel.

Because the brands showing up in AI answers won’t be the ones posting the most.

They’ll be the ones whose social and search were never separate to begin with.

⏱️ Chapters

00:00 Introduction to SEO On-Air & Meet the Guests

05:16 Is the Traditional Search Funnel Breaking?

08:18 Why Brand Visibility Replaced Rankings as the Goal

10:50 Vanity Metrics vs Revenue: What Should Agencies Report?

14:28 Why Most Search No Longer Starts on Google

18:30 Why YouTube Gets Cited More Than Any Other Platform

22:58 Google Confirms Social Media Is Being Indexed

26:10 The Video First Workflow That Feeds Every Channel

32:20 Why You Need 10 to 20 Videos on the Same Problem

42:11 Using Agentic AI to Find Which Videos Will Hit