In the early 2000s, web searching was mostly limited to the search engines and online directories available at the time. But we’ve come a long way since then.
Search optimization continues to be important today. But users no longer rely solely on traditional search engines to find information.
I think it’s time for SEO professionals to think beyond Google and search engines and start looking at search holistically.
Beyond Google: The reality of today’s search landscape
As online competition increases, the best way for our clients to do well is to ensure that we are working to improve their visibility, not only on search engines like Google, but also on networking platforms. social where they look for their target audiences.
Today, a substantial portion of web searches occur on social media platforms. More than social media, these websites and apps are where many of today’s web users consciously (or unknowingly) search using hashtags, trending topics, and the like.
Although we have become accustomed to the term “SEO”, it is time to talk about “search optimization” instead of the limiting concept of “search engine optimization”. Search campaigns should focus on overall search presence rather than placing importance on search engine results alone.
Yes, there is already a concept of social media optimization (SMO). But this generally refers to creating and sharing content on social media with the goal of making it go viral.
What I’m talking about is optimizing searches made by social media users within social media platforms that have search functionality.
The mere fact that social media platforms have constantly improving search features is compelling evidence. Brands need to take their social search presence seriously, and as search marketers, our strategies should help them succeed in the long run.
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Social Search: What it is and why it matters
“Social search uses elements of user behavior, implicit and explicit, to improve search results inside and outside businesses. These elements are typically stored as metadata, making social search a type of metadata mining. It also allows users to more effectively disambiguate their query results,” according to Gartner.
Showing up in social media search results is vital for brands. Here are 12 reasons why.
Social media platforms have allocated decent budgets to further improve their search functionality. Because of this, social search results are also likely to improve over time. People spend more time on social media than on search engines. While Google search is still very important, the use of social search has increased along with the use of social media. Gen Z users in the US spend ~5 hours per week on Instagram. Social search results have many filters such as hashtags, services, companies, jobs, events, people, etc. Therefore, the results are more refined and targeted. Social platforms also focus on local business discovery. Social media search results show engagement and reflect word of mouth in the form of comments, likes, shares, follows and conversations. Studies show that people trust what other people (clients, customers and suppliers) have to say rather than what business owners show on their websites. While search engine results typically appear on optimized web pages, social search focuses primarily on relevance and engagement. Because social media search results return content from social media users’ posts and interactions, there is less spam than typical search engine results. Quality content becomes more valuable when people are talking about your products, services, and brands on social media, and when those conversations and comments show up in social media search. Search engine results generally provide information. Social search results can be influential. People of all ages easily get used to new social media trends, but understanding search engines and adapting to advanced search engine techniques can be more difficult.
To get a better idea, let’s explore the search features of popular social media platforms, such as:
Twitter LinkedIn Instagram YouTube
There are many ways to use the search function on Twitter. You can:
Find tweets from yourself, friends, local businesses, well-known entertainers, world political leaders and many more. Search using search queries or use hashtags. Follow ongoing conversations about news, products, services, or any other personal interest.
Just like traditional search engine results, Twitter search results for users who are logged in differ from those who are not.
Advanced search is also available when you sign in, allowing you to get personalized search results for specific date ranges, people, and more. This makes it easier to find specific tweets.
The platform also has an FAQ page about the search results displayed on Twitter.
LinkedIn is the world’s largest professional network on the web. It’s a platform for anyone looking for diverse career opportunities, including people from different career backgrounds, such as small business owners, students, and job seekers.
LinkedIn members can use the platform to access a network of professionals, companies and groups within and outside their industry.
LinkedIn Search has great filters to help you narrow your search for more relevant results. You can use filters like:
People Companies Employment Posts Groups Events Courses Schools Services
In addition, the platform is widely used by job seekers and recruiters. HR professionals use it for headhunting and applicant background checks.
LinkedIn is certainly a social networking platform, but focused on professional interactions as well as knowledge sharing.
From a search perspective, people use LinkedIn for professional development and to search for job opportunities. So being found in search results on LinkedIn is crucial.
In 2021 there were 1.21 billion monthly active users on Meta’s Instagram, representing more than 28% of the world’s internet users. By 2025, its user base is expected to grow to 1.44 billion, representing 31.2% of global Internet users.
So, sharing innovative content regularly and using the right hashtags can surely increase the chances of your profile appearing in Instagram search results.
Instagram content usually comes in the form of images, videos, live chats, reels, and stories. (And there’s also a shopping feature.)
As a fast-growing platform, you simply cannot ignore this social media platform, especially if you want to get in front of Gen Z users.
Instagram interactions are measured in likes, shares and follows. If your customer is in retail, fashion, food, baby products or hairdressing, this is a place where your potential buyers are looking for options.
YouTube
YouTube search prioritizes three main elements to deliver the best search results:
Relevance Commitment Quality
Optimizing YouTube search is like optimizing a website, but here the content is in video format. Therefore, your video title and description must be highly relevant to match the user’s search query.
On YouTube, potential buyers can discover your brand. You can also create videos that answer frequently asked questions that customers may have after purchasing your product or service. Therefore, it makes it a great platform for sales and after sales.
Search optimization beyond search engines
People are no longer limited to searching in search engines and online directories. Multiple tools are at your disposal to satisfy your need for information.
Therefore, our search campaigns should not only revolve around showing up on search engines like Google, but for every type of search, regardless of platform.
In the past, we’ve seen directory searching become redundant. The future may see popular social media platforms have more sophisticated search capabilities, with people using them more than actual search engines.
To future-proof our clients’ businesses and set them up for long-term success, start optimizing for search where your target audiences are, not only on Google but also on social media platforms.
The views expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
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