SEO in the Age of Social Media
Maximize your impact in search engines
The rise of social search
In recent years, we have seen a shift in the way we use search engines. In addition to Google, there is a rise of 'social search' on platforms like TikTok and Instagram. This trend is gaining popularity as traditional search algorithms are combined with social connections between the searcher and the search results. The result is a personalized outcome. Results that suit you. And thus, they are much more relevant.
Reading versus Experiencing
While Google mainly shows textual results, perhaps with a small image, social channels stimulate all your senses. They offer large, vivid results that provide inspiration and a personal touch. These results are perceived as more personal and authentic, whereas Google often has a commercial approach. Moreover, Google is just a snapshot: search and move on. Social media continue to inspire on your feed long after you have searched.
The Differences Between Google and Social Search
The main difference between Google search and social search lies in their focus and the factors that determine their search results. Google delivers the most relevant, reliable, and authoritative information, achieved through keyword relevance, backlinks, user experience, and content quality. Social search, on the other hand, combines traditional search techniques with dynamic elements of social networks. The results are influenced by social connections, user behavior, engagement, and trending topics. Social media give significant weight to hashtags, user interactions such as likes, shares, and comments, and trends.
An Integrated Solution
Fortunately, you don't have to put all your eggs in one basket. Both Google and social media search engines can coexist. It is wise to take into account optimization for social media when setting up your SEO strategy from now on. Although this takes a bit more time, it will pay off in the future. Below, we discuss some important topics for your SEO strategy.
1. Keyword Research
Start a keyword research for your niche and content per channel. It is important to analyze all channels separately.
2. Bio/Profile Optimization
Adjust your Instagram bio and optimize your profile on LinkedIn. Use relevant keywords and possibly a location. This way, you get into the local algorithm. Don't forget to link to your website!
3. Hashtags
Besides relevant keywords, hashtags are also of great importance. Aim for a balance between branded hashtags, niche-specific terms, and popular words.
4. Interaction
Engage in conversation! Use polls, ask questions, and create videos that stimulate engagement.
5. Snackable Content
Provide snackable content on TikTok. Long stories in the description are a waste of your time.
Revise Regularly and Stay Relevant
SEO is constantly changing, especially on social channels. Therefore, regularly plan a moment to review your strategy. Do this at least every 6 months to stay relevant.
In addition to the above tips, we have more insights to boost your visibility and search results per channel. By paying attention to this, you will notice that organic traffic to your posts increases, while also improving their quality.
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