Your Guide to Social SEO: Tips for Optimizing Your Social Media Channels

If you’re constantly searching for new social media updates, then you’re likely aware that Instagram posts are now showing up in Google search, and everybody is talking about social media post optimization. 

As Neil Patel says: “One in three people use social media to answer their questions, over search engines like Google and Bing”. So, what is this new hot term? “Social media post optimization is when you optimize your social media posts to increase the chances of users seeing them in the social media search results.” Reality is, users don’t care where they’re going to find you, but they care that they can find you. If they heard about your product and can’t find you anywhere, what is the point of having a social media presence? And these days, if you are not on social media, you are missing a lot.

According to Forbes, 24% of people primarily use social media to search online in the same way they would on Google. If we look up a certain platform, the numbers are: 57% on YouTube, 56% on Facebook, 38% on TikTok, and 36% on Instagram. But not all generations are the same. If we look up data from last year, there is a marked decrease of 25% in Google usage by Generation Z compared to Generation X.

Source: Forbes

People are still using Google, but not in the same way they did back in the day. For Gen Z, Google is dead, and according to statistics, the average person spends two hours and 20 minutes a day on social media. So why not search for everything straight from Instagram or other platforms rather than going to Google and wasting time?  

What is the difference between social SEO and traditional SEO?

For starters, social media post optimization is not as complicated as traditional SEO for Google or any other search engine. Social media post optimization typically showcases platform-specific content, such as photos and videos, whereas SERP (Search engine result page) displays a broader range of content, including articles, YouTube videos, Instagram Reels, and Facebook photos. Additionally, when creating content for social media, you are primarily focused on trends and want to achieve results as quickly as possible. It’s changing rapidly, whereas traditional SEO focuses on content that remains relevant for an extended period.
But the main difference is in measuring engagement for rankings. For example, Google ranks content based on backlinks, bounce rate, domain rating, site speed, and more, while social media post optimization focuses on likes, comments, and shares of a post. If nobody likes your post, the algorithm will not push it to more people. 

How to make your social media posts searchable on Google?

So, how do you write your social media post to make it searchable on Google? You heard about SEO – social engine optimization? Now you are in for a new treat – social media post optimization! Don’t worry, we’ll keep it brief and straightforward so you can access all the information quickly. And don’t worry, your photos from your latest vacation will not end up in Google search, unless you have a professional profile. If it’s private, relax; if it’s experienced, better check if you posted on the wrong account.
So, to qualify for social media posts to end up on Google search:

• Your content must be public
• Your account must be set to professional
• You’ll need to keep search indexing turned on (it’s enabled by default)

Benefits of social media post optimization for your business

By creating profiles with optimized social media posts, you can boost your reach in two ways: to people who primarily search on social platforms and those who search elsewhere.
For Generation Z, TikTok is a new Google and the primary way to search for a wide range of topics. They find inspiration, such as birthday gifts for family members, places to visit this summer, makeup ideas, and a wealth of other information. Now imagine you are running a business that sells flowers, or you are a new bar in the city – you would love for your target audience to find a way to you. Right? And numbers are adding up, because not just Gen Z, but 60% of consumers discover products through social media platforms like Instagram, YouTube, and TikTok. If you have a well-set-up social media presence, they will find you.
So, by optimizing your social media posts and profiles, you can see a lot of benefits, such as:

• Appearing more in social search results and traditional search engines, like Google
• Enhancing overall brand awareness
• Building a loyal community that regularly interacts with your posts
• Presenting yourself as a trusted authority and leader in your industry
• Attracting more visitors to your website  

Source: smartinsights.com

Social media post optimization vs. social algorithm

Don’t confuse these two terms – social media post optimization is not the same as social media algorithm. It depends on you and how you’re using a particular platform. If you are passively scrolling through your feed and the content is coming your way, social algorithms are doing their job. They are showing you content based on your interests, the people you follow, and your previous searches, trying to keep you on the platform for as long as possible.
On the other hand, social media post optimization involves actively searching for content. You need to write a query into a search bar and hope to get the answers you need. Sometimes it’s a flop, and sometimes it’s a mine of gold. Here, a good social media post optimization strategy comes into its own. 

How to optimize your social media post for social media post optimization?

Every social media has its own rules, but some of them can be universal, such as:

• Use relevant keywords in your captions

Think about what your audience is actively searching for, or you can look up trending search terms on Google Keyword Planner.

• Focus on natural language and avoid slang

Keep it simple, and write captions that reflect how your audience talks and searches.

• Leverage social listening

Pay attention to the words and phrases your community, influencers, and competitors are using for inspiration. But don’t stop just at listening. Engage with your audience, answer their questions, or respond with a humorous comment. 

• Be consistent

Make a habit, and not something you will use for a month or less. Algorithm loves stability and consistency, which is a key to their trust. Using relevant keywords signals that your content is trustworthy and predictable.

• Create content pillars

Pick a theme based on your keyword research that will perfectly represent your business, product, and services. This content is something you will repeat every month, and it’s a small part of your social media marketing strategy. Creating this content, you are representing yourself as relevant and trustworthy in the industry. Don’t get it wrong; all your content must have that, but content pillars are going to be most optimized for search engines. 

And what about a specific platform?

When optimizing social media posts on Instagram, be sure to pay attention to location tags, alt text, and video captions. By using location tags, your content can appear in local search results. Additionally, alt text and video captions are crucial for Instagram’s AI to understand your content better. Location is also a powerful move on Facebook, and TikTok is known for analyzing everything, including captions on videos and your voice. Make sure to use keywords in your voiceovers, not just captions. However, as the rule states, avoid making it generic or pushy. Viewers will know it, and there won’t be interaction. If you’re posting on YouTube, make sure to add a transcript.
Facebook is the only platform that allows customers to leave a review, and guess what? Those reviews can end up in search results. Encourage your customers to submit one if they are genuinely happy with your service and product. However, avoid seeking fake reviews.
If you have a profile on LinkedIn, you are aware that optimizing your company pages is just not enough these days. If you are a CEO, marketing manager, sales representative, or any other employee who can provide meaningful information about your company, ensure that you optimize your personal profile and posts as well. People are buying from people.

How to optimize your social media profile for Social SEO?

You can also optimize your profiles, and not just post, for a better search ranking.

• Profile information

Make sure to add all relevant information about your business, including your username, phone numbers, email, and any other contact details. Ensure that you use the same brand name across all platforms, include keywords related to your social media content, and those that provide context about your account. For a more accurate local search, ensure that you include the business address.

• Links

Ensure you have all the relevant links, such as your brand’s website, other social media profiles, the latest campaign, or articles about your brand. However, keep it consistent and avoid frequent changes, as this helps search engines better understand your account. To maintain this, you can utilize a custom link hub, such as Linktree, which stores all your links in one place. Having the same link across your social media profiles can help Google verify the legitimacy of your business. 

• Cover and profile photos

People are suspicious about profiles without a profile picture or a random one. Ensure you include an image that accurately represents your brand. Pro tip: including your logo or mascot is always a good choice, as people will recognize you by it. And not just people, but also search engines.

• Consistency

To maintain consistency in your content and writing, it is essential to post regularly. Your content must have purpose and not be posted randomly to keep your profile alive. But consistency is not just about posting. Ensure that your tone of voice, keywords, captions, and visuals are all integrated into your marketing strategy. That way, you increase your chances for search engines to recognize your content quickly and reliably to the public. 

Techniques you should avoid in your social media post optimization strategy

As there are techniques that will improve your social media post optimization, keep in mind that there is also a way to drag your performance down, just as with everything on the internet. Make sure to avoid this at all costs:

• Stolen content

Always post your content, or if you’re using content from influencers or fans, ensure you tag them and obtain their approval to post their content. Incorporating user-generated content is always a good idea, so make sure you encourage your audience to do so. They can give you permission by using a custom hashtag that you have included in your post or bio, which is only relevant to your company. 

• Keyword stuffing

No matter how many keywords you have on your list, please don’t put all of them in one post. Nobody wants to see generic phrases and captions. Keep it simple and straightforward so everyone understands, and avoid adding them just for optimization. Social media post optimization is similar to traditional SEO. 

• Complex usernames

If you want to be discovered, ensure that your usernames are clean and straightforward. Avoid complex usernames with random numbers, special characters, mixed-case letters, or unconventional spellings. The more complicated it is, the harder it’s gonna be for your audience to find you, especially if they mistype or forget it entirely because it’s not catchy. Keep it simple and consistent across all your social platforms. 

• Incorrect Location Tags

You want to attract your customers to your store, not the way around, so make sure you double-check that location. It’s not a win-win situation for either you or your customers, and you can end up with a couple of angry comments. 

• Following too many accounts at a time

Instagram and other social media platforms may find this spammy and could potentially label you as a bot. Ensure you follow only the profiles that interest you, rather than all at once.

• Buying followers

This is straightforward and doesn’t require explanation. Don’t overthink the number of followers you have; instead, focus on whether they are your target audience and potential buyers. Buying followers only means you are buying bots that will do damage to your profile and ruin your chance to be discovered. Having a large number of followers and small interactions on posts is a red flag to everybody.

In conclusion

If you’re taking social media seriously, you need to implement social media post optimization into your strategy. Customers are changing their search habits, discovering new products and businesses on social media, and not just on Google or through traditional media, such as TV commercials or billboards. Don’t think about it as a burden and another thing you need to learn, but as a way to easily reach a new audience that might not even cross your mind.
New generations are constantly online, and if you want to get their attention, you need to play by their own rules. But keep it in mind to stay agile. Monitor trends, listen to your audience, and constantly adapt your approach. Keep a list of keywords, but remain authentic and build connections with your followers and potential customers. It all drops in water if you are just like every brand on Instagram or TikTok, trying to sell. If you are thinking long-term, as you should, please contact us. We can help you keep the synergy between techniques while building your story.
And keep in mind, social media post optimization is not about ranking higher, it’s about authentic connection and a loyal community.