Hi SODP community,

Let’s recap on what’s been happening, the new content, industry updates, tips, and more.

TIP OF THE WEEK

Search is no longer limited to blue links and 10-result pages. Platforms driven by social discovery now influence how users search, what they find, and how they consume it.

With 46% of Gen Z users starting their searches on TikTok or Instagram (Reuters Institute, 2025), social platforms are no longer just “engagement” channels. They’re shaping search intent and results, particularly for product reviews, local tips, and tutorials. Publishers and content creators must rethink how their content appears in search-driven social feeds and how social can drive broader SEO outcomes.

Social search blends traditional search behaviour with in-platform discovery. When users search inside apps, they don’t just find hashtags; they find snackable videos, UGC-style tutorials, and long-form summaries that resolve intent without leaving the app.

This matters because:

• Google is testing deeper integrations of short-form videos and UGC.

• Visual-first queries are rising across verticals like “how to” guides and brand comparisons.

• Social content is now indexed not just by platforms but increasingly by search engines like Google.

Here’s how publishers can start leveraging social search for SEO:

1. Create search-driven social content: Use keyword and content research to build short-form, video-first assets that resolve queries, like 60–90s “how to” clips with text overlays and trending audio.

2. Optimise your profiles: Ensure bios and handles are keyword-aligned with your publishing identity. Both crawlers and social platforms use these fields for discoverability.

3. Repurpose with search in mind: Break evergreen content into Reels, carousels, or Stories that visually explain key points. Link back for deeper context or conversion.

4. Monitor what’s ranking in social SERPs: Track what formats and phrases rank in-app. Align your editorial calendar to reflect the visual formats and terms performing well.

5. Track performance with attribution models: Use UTM links to monitor referral traffic from social content that ranks in search, especially important as zero-click behaviour increases.

6. Map keywords to hashtags: Treat hashtags like keywords: For example, #BudgetTravelAus might outperform traditional SEO terms in social discovery.

Publishers optimising for social search saw a 38% lift in referral traffic (Backlinko, 2024).

Here are the key takeaways:

• Social platforms are functioning as search engines. Content must be optimised accordingly.

• Visual-first, algorithm-friendly content should be embedded in SEO workflows.

• Treat short-form social content as high-value entry points, not as distractions.

This shift isn’t temporary; it’s a fundamental change. The opportunity lies in making your content modular, searchable, and native to how your audience consumes information today.

SODP POSTS

Can Academics Use AI to Write Journal Papers? What the Guidelines Say

Artificial intelligence (AI) refers to “intelligent machines and algorithms that can reason and adapt based on sets of rules and environments which mimic human intelligence”. This field is evolving rapidly and the education sector, for one, is abuzz with discussion on AI use for writing.

This matters not just for academics, but for anyone relying on trustworthy information, from journalists and policymakers to educators and the public. Ensuring transparency in how AI is used protects the credibility of all published knowledge.

In education and research, AI can generate text, improve writing style, and even analyse data. It saves time and resources by allowing quick summarising of work, language editing and reference checking. It also holds potential for enhancing scholarly work and even inspiring new ideas.

Equally AI is able to generate entire pieces of work. Sometimes it’s difficult to distinguish original work written by an individual and work generated by AI.

This is a serious concern in the academic world – for universities, researchers, lecturers and students. Some uses of AI are seen as acceptable and others are not (or not yet).

As editor and editorial board member of several journals, and in my capacity as a researcher and professor of psychology, I have grappled with what counts as acceptable use of AI in academic writing.

READ MORE

JOB BOARD

➡️The Baltimore Sun seeks experienced editors with strong news judgment and excellent word skills to assist in expanding its audience in print and online, who will also be responsible for editing local copy for clarity and grammar, posting local and syndicated copy to its website and curating content in print and online. (USA). SEE MORE

➡️ Special Broadcasting Service is looking for an audience & content analyst to support the television and online content division with measurement and reporting (e.g. monthly KPI results) and analysing audience, program and costs data. (Australia). SEE MORE

COMMUNITY BUZZ

Industry News

➡️ Last week, I discussed how the most enduring reader revenue is built not by satisfying existing demand, but by systematically shaping reader preference. The publisher’s call for financial support is a moment of truth in this process. After analyzing the main contribution pages of 57 European news publishers—whether they ask for a subscription, a membership, or a donation—a stark and worrying pattern emerges. The vast majority, regardless of the model, have fallen into the "feature-benefit trap." READ MORE 

➡️ The Australian government will imminently announce which social media platforms will be included in the under-16s ban. The social services minister, Tanya Plibersek, on Monday said the government would not be “bullied out of taking action by any social media giant”. But the tech companies are doing their best to argue that their services should be exempt from the legislation that comes into effect in December. Here’s what the social media companies are doing to make their case. READ MORE 

➡️ Google’s Gary Illyes discussed the concept of “centerpiece content,” how they go about identifying it, and why soft 404s are the most critical error that gets in the way of indexing content. The context of the discussion was the recent Google Search Central Deep Dive event in Asia, as summarized by Kenichi Suzuki. According to Gary Illyes, Google goes to great lengths to identify the main content of a web page. The phrase “main content” will be familiar to those who have read Google’s Search Quality Rater Guidelines. READ MORE 

Social Media Discussions

➡️ Ali Mahmood on LinkedIn:

Last week on the NewsTech Navigator, I wrote about how successful subscriptions shape taste rather than chase it, exploring why some publishers systematically expand demand while others optimize for existing preferences.

This week, I put theory into practice.

I built a tool that uses Claude AI to analyze subscription pages across 17 European languages, measuring whether publishers actually implement preference formation strategies. It examines four behavioral economics dimensions:

Key Metrics:

• Identity Score: Tracks "member/community" vs "subscriber/customer" language

• Support Ratio: Measures mission-driven vs transactional messaging

• Behavioral Triggers: Detects scarcity, social proof, loss aversion tactics

• Emotional Appeals: Identifies fear, hope, belonging, and status messaging

CONTINUE READING

These are the highlights for the last week.

Until next!

Vahe Arabian and the editorial team at SODP