Is Your Social Optimized for Search?
We think it’s safe to say that we all miss the days where strong social media marketing involved consistent posting, some solid engagement, and eye-catching visuals that told the brand story.
These days, the algorithm is changing at lightning speed, and it takes a lot more than a good video to get noticed. Search Engine Optimization (SEO) for social media content has emerged to become a key aspect for brand growth and recognition.
A Refresher
SEO is the process of optimizing your online content to be searchable so it appears in search engines. For a long time, this was primarily focused on websites, since that used to be your primary digital storefront. But now, search engines like Google are indexing social media content to appear in search results. This means that when you’re creating your social media content, you need to consider what phrases or keywords your potential customers will be searching for in order to find your content.
How can I leverage social for SEO?
Social as search is a great tool for getting your content discovered on professional and creator accounts. You want your content to be searchable. But there’s nothing worse than reading a caption that’s obviously trying to incorporate keywords for discoverability. Remember that your content needs to remain authentic and sound natural. Avoid keyword stuffing and keep copy natural and engaging.
Prioritize the First Line of Copy
You’ve heard that you need to hook your audience in the first three seconds of a video. The same goes for getting the algorithm’s attention. A lot of platforms cut off longer text. If your keywords are buried at the bottom, your content is less likely to be effectively indexed for search. Use keywords early in your copy for the most discoverability.
Tag Relevant Locations
And use them in your copy. If you’re a business that operates exclusively in a particular area, you should take advantage of location tagging and local keywords.
A business that operates exclusively in a particular area should take advantage of location tagging, local hashtags, and local keywords in their content. Facebook and Instagram will suggest content that’s relevant to your audience, both in-feed and in the explore page. Local tags and keywords will help you show up in these places and support you getting your content in front of potential customers who are in your geographical area.
Optimize Your Profile
Keywords on social media aren’t just for copy. You can and should use them in your name, bios, and about section. Tell people who you are beyond your name, what services or products you offer, and where you are. Being strategic about keywords in your profile information will not only allow your content to be discovered, but could help your target audience find your entire profile with one search.
Be Consistent
Consistency is important for your overall online strategy, but showing up on a regular basis also shows the algorithm that your content is up to date, engaged, and worth indexing to appear in search results. Posting regularly with optimized content increases the number of times you’re using keywords and increases your chances of ranking higher in search results over time.
Consider Alt-Text
Google is testing ways to index instagram alt text in search results. Posts could be more searchable outside of the app making alt text an even more powerful tool for discovery. If you’re not using it, it could be time to start.
SEO Research Tools
How do you know which keywords to use so your content ranks? We asked our SEO queen, Vic, what her favourite keyword tools and tricks are.
- Google Keyword Planner: this planner can target specific towns and cities to see how often keywords are searched on Google in that area
- Semrush Keyword Planner: Semrush is less specific for geographical locations, but is a great starting place for keyword research
- Use Google to understand Google: type keywords into Google and look at the “people also searched” section to get more ideas
- Research platform-specific keywords: some keywords might rank higher from Instagram vs. TikTok
Don't Forget
While you want your content to be searchable, it’s crucial to stay true to your brand voice and personality. A major mistake brands make while trying to be searchable is writing captions that are very obviously trying to incorporate keywords. Avoid keyword stuffing, and keep copy natural and engaging to avoid alienating your loyal customer base. Your content should achieve one of three things: entertain, educate, or inspire your audience. Keep those principles in mind when creating your content and incorporate keywords into your priority messaging.
Do you need an SEO strategy?
SEO is one aspect of digital marketing that certainly makes a lot of people feel like they’re lost in the woods. The good news is, we’re here to help! Our SEO team is experienced with supporting brands rank on Google and other search engines, not just through website content, but from social media too. Whether you’re looking for a profile refresh, a full social media overhaul, or a full SEO strategy for your entire digital presence, reach out to us to set up a discovery call. Your online growth is our top priority.
