“Social SEO” is a relatively new buzzword in social media marketing. While you may have heard the term, we want to make sure you understand why it matters. But before we jump into the details, let’s start with a little backstory.
We’re going to assume you already know what SEO is and how it can improve your organic rankings on search engines like Google. If not, here’s a search engine optimization primer.
Why is it important to understand basic SEO principles? For two reasons:
- Social SEO uses many of the same techniques as web SEO, namely keyword research and copywriting.
- A big shift in how consumers use search is happening, and if you’re not on top of it, you’re going to be left behind.
If you count on Google search for in-person or digital traffic to your business, particularly from the under-35 crowd, keep reading.
Even if you don’t rely on Google for your livelihood, keep reading anyway, because social SEO is going to change your marketing strategy regardless.
The shift in search behaviors
Here’s the news in a nutshell: Younger consumers are shifting away from Google and using social media to search for advice, products, local businesses, you name it. This isn’t necessarily “new news,” but it’s also not going away, and it has implications for your marketing strategy.
This DOES NOT mean you no longer need to worry about your Google rankings, business profile, and ads. You still do. Especially if you cater to 35+ consumers who still do most of their searches on Google.
But if you target younger consumers, know that instead of searching Google, they’re using channels they’re already on like Instagram, TikTok, Snapchat, and ChatGPT. And while these aren’t actually “search engines,” they do have search functions that people use just as they would Google.
What should you do?
First, don’t panic. We don’t recommend making any sweeping changes to your website SEO strategy or dropping your Google ads. Google isn’t going anywhere (for now). But definitely keep tabs on the competition.
Second, update your marketing plan to include social SEO. This is critical, no matter the type of business—B2B, B2C, nonprofit, for-profit, local, national, global. Everyone needs to jump on the social SEO bandwagon.
What is social SEO?
Simply put, social SEO is all about helping social media platforms’ search functions find your content more easily so that it can be shown to the right people.
Like web SEO, it involves keyword research and copywriting. It’s also using things like alt-text on images, updating your bio, and strategically using hashtags. Most importantly, it’s knowing how and where to find your target markets and being there when they are searching for your product or service.
For example, let’s say you’re on Instagram and you need a caffeine fix. You no longer need to search Google Maps. Just type “coffee shops” into the Instagram search bar, and it will show you a map of locations near you. Cool, huh?
Or try a search for “best moisturizer for dry skin.” If you search on Google, you’ll pull up a bunch of sponsored products followed by articles about moisturizers. However, if you do the same search on Instagram or TikTok, you’ll see posts and videos from both brands and real people.
Since both younger and older consumers have dry skin, it makes sense that if you’re selling moisturizer, you need to optimize your content for both Google (for 35+ consumers) AND social media (for GenZ and younger millennials).
When done correctly, social SEO will get your content seen by more people, which will expand your reach and grow your following (and that means more customers and more $$$).
Here are some tips to get started with social SEO:
1. If you target consumers under 35, you need to establish a presence on Instagram and TikTok ASAP. If you target consumers 35+ ditto for Facebook.
2. Research the keywords your consumers are using to find you.
3. Think in terms of your web SEO keywords and include them in your social media copy. But don’t overdo it and keep the tone natural. Spammy copy will tank your engagement.
4. Make your hashtags work for you. Use them to tell the search function what your post is about, and fill in any gaps the keywords in your copy don’t already cover.
5. Add alt-text to your images.
6. Include your location on posts, especially on Instagram and TikTok.
7. Add subtitles to your videos and include spoken keywords in your audio track.
8. Optimize your profiles and bios, including keywords and location.
9. Jump on social media trends to expand your reach beyond your existing followers.
Sound complicated? It’s really not. It’s simply adapting to the ever-changing marketing landscape and transferring your web SEO skills to social media.
Need help planning and executing your social SEO strategy? Give us a holler!
