The Web Empire Blog
Social Media’s Evolving Role in Search (and Why NYC Businesses Still Win With Websites + SEO)
If you run a business in New York City, you already feel it: discovery is happening everywhere. People still “Google it,” but more and more they also “Instagram it,” “TikTok it,” “YouTube it,” and ask friends in comments, DMs, and local groups. That shift is real—and it’s not a threat to your website. It’s a blueprint for building a stronger, more profitable digital presence where social and search reinforce each other.
Recent consumer research shows that social platforms are increasingly becoming the starting point for discovery. Sprout Social reported that “nearly one in three” consumers skip Google and begin their search on networks like TikTok, Instagram, or YouTube. Sprout Social’s own release also emphasizes that more than one in three consumers prefer searching on social platforms first for product reviews and recommendations, and that social content influenced purchases recently—especially among Gen Z.
At the same time, Google is not “dead,” and neither is the website. In fact, in a city as competitive and high-intent as NYC, your website and SEO often become the final deciding factor—where trust gets confirmed, details get checked, and conversions happen.
This article explains what “social search” really means in 2025, why it’s accelerating, and how NYC businesses can utilize it to enhance their website SEO, rather than replace it.
What “Social Search” Actually Looks Like Now
Social search isn’t only typing keywords into a platform’s search bar (though that’s happening). It’s the full discovery loop: saved posts, creator recommendations, comments, “what’s the best ___ in NYC?” threads, neighborhood Facebook Groups, Instagram location tags, Reels captions, and short-form demos that answer questions faster than a blog post can.
For younger consumers, this isn’t a fringe behavior—it’s default behavior. eMarketer reported that Gen Z product discovery is heavily social, with a larger share citing Instagram and TikTok as top sources than Google. Other coverage of the broader “Gen Z uses social for search” trend echoes the same directional shift: social platforms are functioning as search engines for many daily needs (ideas, places, reviews, how-tos).
But here’s the key nuance for business owners: even when discovery starts on social, many people still move to Google and your website to validate. They’ll look for your hours, pricing, service areas, FAQs, policies, credentials, menus, availability, booking process, and proof that you’re real.
That’s why the “post-website era” framing is misleading for serious operators. It’s more accurate to call this the multi-entry discovery era.
Why This Shift Matters More in New York City Than Almost Anywhere
NYC is a unique environment: hyperlocal, highly competitive, and constantly in motion. Consumers don’t just search “dentist” or “best pizza.” They search “best dentist in Astoria,” “late-night ramen East Village,” “kids haircut Park Slope,” “HVAC service Williamsburg,” or “wedding alterations Midtown.”
And NYC is also a visitor magnet. NYC Tourism + Conventions projected roughly 65 million visitors in 2024 and described the city as nearing full recovery. NYC Tourism The NYC Comptroller’s tourism spotlight similarly cites NYC Tourism + Conventions estimates of ~64 million visitors in 2024 and expects the city to draw even closer to pre-pandemic records in 2025. That means discovery isn’t only happening among residents—it’s also tourists and business travelers using social as a visual “guidebook,” then verifying details on Google and websites before spending.
In NYC, the winning marketing strategy is not “social vs. website.” It’s “social plus website,” connected by SEO and measurement.
The Reality Check: Local Intent Search Still Converts Like Crazy
Even as social search grows, Google’s local intent behavior remains extremely high-converting—especially on mobile. Google has reported that 76% of people who search on a smartphone for something nearby visit a related business within a day, and 28% of those searches result in a purchase.
In NYC, where “near me” can mean “two blocks away,” those numbers matter. This is exactly why your website (fast, mobile-first, clear) and your local SEO (Google Business Profile, reviews, location relevance, structured data) are still revenue engines.
Social may start the conversation. Local search often closes it.
The New Funnel: Social Discovery → Google Validation → Website Conversion
Think of today’s buyer journey as a “two-step trust process”:
Step 1: Social answers “Is this worth my attention?”
People want proof in seconds: visuals, vibe, results, before/after, menu shots, transformations, quick walkthroughs, pricing hints, and real reactions in comments.
Step 2: Website + Google answers “Can I trust them with my money/time?”
This is where credibility and clarity win: detailed service pages, transparent FAQs, policies, insurance/licensing, case studies, testimonials, portfolios, and a clean booking flow.
This is also why you don’t want to position your website as outdated. Your website is your controlled environment: the place where you own the narrative, collect leads, build your email list, and convert without relying entirely on an algorithm.
What NYC Businesses Should Do: A Practical Playbook
1) Treat your website as the “trust hub,” not a brochure
If someone discovers you on Instagram, your website should immediately confirm the story with:
Clear NYC service area coverage (boroughs + neighborhoods)
Real photos and proof (projects, team, location, clients)
Strong calls-to-action (book, call, get quote, order)
Fast mobile performance (NYC users are heavily mobile in transit)
If your site feels generic, slow, or vague, social discovery won’t save you—because the validation step will fail.
2) Build borough-and-neighborhood SEO pages (the right way)
NYC is too granular for a single “New York City” page. Create location-relevant pages that match how people actually search:
“Plumber in Park Slope”
“Facials in SoHo”
“Commercial cleaning in Long Island City”
“Moving company Upper West Side”
But avoid thin doorway pages. Each page should include:
Specific services offered in that neighborhood
Unique FAQs tied to local conditions (parking, building rules, co-op requirements, elevator reservations, permits)
Testimonials from nearby clients
Embedded map relevance and service boundaries
3) Optimize for “review-led discovery” across Google and social
People don’t rely on just one review source anymore. BrightLocal’s consumer research highlights that consumers use multiple platforms in their research, and that video is increasingly part of how people evaluate local businesses.
In NYC, where competition is intense, reviews aren’t a “nice to have.” They’re a conversion lever.
On Google: focus on volume, freshness, and responding professionally.
On social: repurpose reviews into Reels, Stories, pinned posts, and “customer voice” highlight albums that link back to detailed case studies on your website.
4) Make your social content “searchable”
Social SEO is real. Your captions, on-screen text, hashtags (used strategically), and location tags help platforms understand who should see your content—and what it’s about.
For NYC, add:
Neighborhood + borough mentions
Use-case phrases people search (“best for curly hair,” “same-day,” “pet friendly,” “co-op approved,” “insured & bonded,” “48-hour turnaround”)
Consistent service naming (don’t call the same thing five different names)
Then, connect it back to your website with a matching landing page that goes deeper.
5) Use Google Business Profile + your website as the bridge
Your Google Business Profile is often the “front door” for local intent. Your website is the “sales room.”
Align them:
Same categories and services
Same NAP (name/address/phone) and hours
Service pages that match GBP services
Local photos that match your social visuals (brand continuity)
This is how social discovery becomes measurable revenue instead of “views that feel good.”
6) Publish NYC-specific content that social can amplify
The best strategy in 2025 is “content that travels.”
Write (on your website) the deeper, durable content that ranks:
Neighborhood guides
Pricing explainers for NYC realities
Permit/co-op/condo rules
Seasonal issues (winter heating, summer HVAC, holiday rush, tourist season demand spikes)
Then slice it into social pieces:
30-second “myth vs fact.”
Carousel summaries
Short demos
Before/after
Social creates spikes. SEO creates compounding returns.
The Takeaway: The Website Isn’t Competing With Social—It’s the Asset Social Feeds
Yes, social search is growing. The data support it. Yes, younger audiences increasingly use platforms like Instagram and TikTok for discovery and product inspiration.
But in NYC, where trust and intent move fast, the businesses that win are the ones that connect discovery to conversion:
Social earns attention.
Google captures intent.
Your website converts with clarity and credibility.
If you embrace this as one unified system—social content optimized for discoverability, local SEO built for high-intent searches, and a website designed as the trust hub—you’re not entering a “post-website era.” You’re building a post-single-channel strategy that compounds.
And in New York City, compounding is how you separate from the noise.
