While Google and other search engines drive more than 68% of all online traffic, younger generations are turning to social media to find information. Two out of every 5 Americans use TikTok as a search engine, and 19% of shoppers start their search on Facebook. Considering that 94% of 18 to 29-year-olds and 89% of 30 to 49-year-olds own a smartphone—and that both Gen Z and Millennials connect most through social—it’s safe to say that social search optimization is going to be a big part of the evolution of search.
Why Brands Should Optimize for Social Search
Almost half of Gen Z (40%) use social media to search for products, brands, and services, but even if they aren’t your biggest audience, other generations are just as invested in turning to social search:
- 49% of Millennials are turning to TikTok for search and 78% have purchased a product after seeing it on social media
- 70% of Gen X follow accounts that influence what they buy
- 83% of shoppers use social media to research products
Optimizing your social media accounts for social search can help grow your customer base. By ignoring Social Search Optimization (SSO), you are missing the opportunity to reach a larger audience of potential consumers. With Facebook alone responsible for 80% of social media traffic and average social media conversation rates of 9.3%, your bottom line wants you to put SSO at the forefront of your social media strategy.
Social SEO vs. Social Search Optimization
So, you know the concept of social SEO and how it relates to SERP ranking, but what about helping people find you on Facebook? On Instagram? If social SEO is about getting your social accounts found on search engines, social search optimization (SSO) will get your brand found on social platforms.
One of the main reasons people turn to social media for search is the unfettered access to genuine user reviews and the ability to put a face to their feedback. Trust in brands is a major deciding factor on a buyer’s journey, so it’s important to optimize your social media accounts to answer consumer questions before they ask them and provide transparency where it’s needed most.
Optimizing Social Accounts for Search
When it comes to social search optimization, the most important thing is to double down on creating engaging content and make sure it always aligns with your brand and desired audience. Don’t sacrifice authenticity for visibility because your reputation, online and in real life, could suffer.
Here are a few basics on optimizing accounts for social search:
- Immediately start building trust by having a verified account across all platforms
- Optimize for local SEO with location keywords and local hashtags
- If you have multiple locations, create separate social pages for each location
- Increase online visibility by geo-tagging posts with your location or any historical or well-known landmarks
- Encourage online reviews and customer testimonials
- Consider local SEO when using alt-text on images
- Engage with local influencers and participate in community groups
- Increase engagement with questions, comment replies, and polls
Including keywords in your company’s profile name and description optimizes your Instagram for search and helps new-to-you users find you in relevant queries. Bonus Social SEO points if you can subtly include keywords in hashtags, video subtitles, and alt text on photos.
Instagram Optimization Tools
- Phlanx – to calculate engagement
- Later – to schedule posts
- Repost – for reposting content
- iconosquare’s – instant Insta audit
Boost social SEO for your business page by creating a vanity URL with your company name and a target keyword. If possible, always keep it organic. You can also optimize your Facebook for search by including keywords in your page’s “about” section, description, headline, photo captions, and photos’ alt text.
Facebook Optimization Tools
- Facebook Ads Performance Grader – to audit and optimize paid ads
- iconosquare – instant Business Page audit
- DrumUp – help with curating content for your audience
TikTok
One of the first steps to optimizing TikTok for search is verifying your account as it significantly boosts your chances of standing out in search. The TikTok algorithm is smart enough to know when you’ve used keywords in your caption, hashtags, and audio. Putting the most important keywords in a text overlay on videos also increases your chances of discoverability.
TikTok Optimization Tools
- HypeAuditor – for influencer marketing workflows and analytics
- BlueArcher’s – marketing strategy checklist
- Pentos – for analytics
There are three parts of your account that you should update to optimize LinkedIn for search:
- Your company page’s headline
- The “about” section
- Your company page’s URL
There are several personalization fields you can fill out like company specialty to products and services offered that can set your brand apart — and help people find you — by filling these sections with organic and relevant keyword-rich content.
LinkedIn Optimization Tools
- Social Pilot – to bulk schedule, discover content, drive engagement, and create analytic reports
- SalesLoft – to keep track of/communicate with prospects
Twitter/X
Update the company bio, alt tags, and hashtags with the keywords to optimize your Twitter(X) account for search. Keep a full posting calendar of keyword-optimized tweets on topics related to your company to show Twitter you’re an authoritative voice on issues your customers care about.
Twitter Optimization Tools
- Followerwonk – to refine following/followers and gather data
- Tweetdeck – for real-time tracking, monitoring, and engagement
- Prideham Group’s – audit checklist
Nearly 30% of all Gen Z and Millennial consumers prefer searching out information on social media, 31% use it to find answers to questions, and 15% prefer to search social media over a search engine altogether. With social search optimization, you can put your social accounts at the top of the results, no matter which platform they search on. Reach out to Plan Left today and we’ll work together on creating a social search strategy that is sure to get you seen.
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