Social Savvy: The Rise of Social SEO – November 2023
By Sharon La Riviere
In the ever-evolving landscape of the digital world, Search Engine Optimization (SEO) has played a crucial role in boosting online visibility and organic traffic for businesses and individuals. However, a paradigm shift is occurring, with younger internet users increasingly turning to social media platforms such as Instagram, TikTok, YouTube and others as their go-to search engines rather than Bing, Google or yahoo. This is reshaping the way people discover information and interact with businesses and brands. “Social SEO” is the practice of including relevant information and keywords in your social posts and videos (captions, alt text, subtitles and subtitles) to increase the chances of your content being shown to users browsing the networks social.
THE CHANGING FACE OF “SEARCH”
Over the past few years, social media platforms have become more than just places to share photos and connect with friends. They have become digital hubs where people interact with content, find inspiration and seek information on a wide range of topics. Whether you’re looking for how-tos, home decor ideas, or travel inspiration, platforms like Instagram, TikTok, YouTube, and Pinterest offer a wealth of visual content that sparks creativity and fuels aspiration. They offer a unique avenue for exploration and ideation, where users can gather ideas and insights from a wide range of companies, brands and influencers. As a result, Millennials and Generation Z are turning to social platforms for information.
One of the key factors behind the shift to social media for search is the prevalence of visual and interactive content. The next generation prefers to scroll through visually appealing sources and explore multimedia content – a combination of text, images, audio and video used to deliver information in an attractive and engaging way. This makes social media an ideal platform for your search needs. Users are drawn to the dynamic nature of platforms like TikTok and Instagram, where images, videos and short content (defined as less than a minute) dominate. Visual content is not only more engaging, but also faster to consume, making it intriguing for people looking for instant gratification.
In addition, social media platforms have perfected the art of delivering personalized content using algorithms that manage social channels based on a person’s preferences and behaviors. This creates an environment where users are exposed to content that aligns with their interests, resulting in a more personalized search experience. As they interact with posts by liking, sharing and commenting, the algorithms refine their recommendations, creating a loop of content that catches their attention. This level of customization is not as refined in traditional search engines like Google, where results are derived more from search terms/keywords and generic ranking factors based on how a web page responds to a specific search query.
THE DECISION-MAKING PROCESS
Another factor in the increasing importance of social SEO is the rise of influencer culture, which has significantly affected the way the next generation approaches information and decision-making. Social media influencers tend to build strong relationships with their audiences, fostering a sense of trust and credibility. As a result, when young users ask for advice or recommendations, they are more likely to turn to content from influencers on social media platforms, rather than sifting through search engine results. These influencers share recommendations, reviews and insights on a variety of topics, from work life to fashion to travel and lifestyle. And they often do so in a very catchy and “educational” way, reinforcing the value of creating content that cuts through the clutter on users’ social networks.
Social proof, in the form of likes, shares and comments, also plays an important role in forming opinions and decisions. The next generation often relies on the feedback and recommendations of their peers when making decisions. Social media platforms allow them to gauge popular opinion and gather information from their social circles, making the search process more communal and collaborative. This sense of connection and shared experience enhances the appeal of social media as a search tool.
HOW TO USE SOCIAL SEO
As the next generation gravitates to social media for search, businesses and marketers must adapt their strategies to remain relevant and visible. Here are some implications to consider:
• Optimizing content for visual search: Optimizing visual content becomes crucial as social platforms gain prominence in search behavior. Businesses should focus on creating visually appealing and engaging content that aligns with the interests of their target audience. Use relevant keywords and hashtags in captions and use alt text to describe the photo, again incorporating keywords that help the platform categorize it appropriately. Tagging a location can help with local searches.
• Collaboration with influencers: Partnering with influencers can increase the visibility and credibility of your company or brand among social media audiences. Companies should identify influencers whose values align with their brand. Take advantage of your followers and reach to increase the exposure of a business in a less promotional way. We at Laticrete recently partnered with That Tile Chick for a video tutorial she made to complete a shower niche, organically promoting our new line of profiles and trim to her 208,000 Instagram followers.
• Community building: People look for reviews and recommendations before making a purchase decision. Fostering an active and engaged online community can contribute to ‘social proof’ and peer influence, attracting audiences looking for authentic interactions. Laticrete has a members-only ‘Inside Track’ group on Facebook dedicated to people in the field who use our products regularly, and its nearly 5,000 members regularly post photos of jobs. Non-promotional posts like these give products even more credibility.
• Visual Storytelling: Leveraging visual storytelling techniques can help connect a business with its target audience on an emotional level, building deeper long-term engagement and loyalty. Posting pictures of a rewards trip with customers is a visual way to promote a brand’s loyalty program as an incentive for more participation next year. The eye-catching visuals and poignant post message behind the ride provide a personal connection to the show.
The era of social SEO has arrived, and its implications are set to shape the future of digital marketing and online visibility. Adapting to this trend means harnessing the power of visual and interactive content.
Copyright 2023 Floor Focus
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