In a highly competitive world where brands have to fight and compete for the same set of cons. It is without a doubt that many brands may struggle to have the spotlight shine on them. Though Social Media and Search Engine Optimization (SEO) are often used separately. With proper integration of the two tools , it can amplify and maximize a business’s visibility and reach desired goals.
SEO vs Social Media
Both tools drive traffic towards your brand and website but are completely different in roles. SEO optimizes your websites to have a high ranking when customers use search engines such as Google or Yahoo. Whereas social media increase engagement and brand awareness through platforms like Facebook, Instagram and Twitter. Though often used exclusively, they complement each other and can improve each other’s results.
Social Media Search Engine Optimisation
Social Media SEO refers to the use of search engine optimization strategies within social media content to increase a brand’s visibility when people search for related keywords.
For example, a customer is looking for a salon in Montreal with a particular haircut in mind. He can use TikTok to find salons to find recommendations, reviews, and even previews of salons that suit his needs. An example of his search queries would be “Best salon for a fade haircut in Montreal”.
Why should I use social media over traditional methods?
- High Quality Visual Content
Users typically get long-form written results that are highly informative but lacking in the engagement factor when they search on Google. Social media SEO’s results are typically highly visual and engaging images and videos which are built to engage users in short and easily consumable content. - Rising importance of Social Media in driving conversions
There is a rising trend in preference of people searching for brands via social media than traditional search engines. Additionally, 82% of people rather buy goods from the brand’s social media than the brand’s own website. Social media is now used to connect with customers in far more meaningful ways which enhances their brand presence and fosters a loyal following. - Increased Visibility via engagement metrics
Businesses can boost visibility using social media SEO with engagement metrics such as likes, comments, and shares which offer immediate visibility through real-time interaction. Businesses can be more dynamic and adapt to viral trends and keep their marketing content relatable to their customers.
Social Media SEO Strategies to boost visibility
- Maintain Consistent Branding Across Social Media Channels
Consistent branding strengthens brand recognition and improves search visibility. Ensuring profile names, images and descriptions are consistent on all social media platform to verify your profiles and present them in search results. For example, a skincare brand could use the same username for all its platforms to make it seamless for users to identify the brands across the platforms while also enhancing the likelihood of appearing in relevant search queries - Establishing Relationships with Customers
Building relationships can drive engagement by connecting with followers and fostering community which can create more opportunites for contet to be share and linked across platforms. Engaging directly with customers in comments shows authenticity, making customers feel more relatable. Customers may in turn share the content and even return often to your brand. Creating groups and communities for intimate discussions and communication are also valuable in giving customers a sense of belonging. - Including niche and relevant keywords
Including relevant and niche keywords in social media bios give brands an identify and makes their brands more identifiable. For example, adding “eco-friendly clothing” to a bio of a sustainable fashion brand, improves it chances of customers looking for sustainable fashion options. Coupled with the power of hashtags and its ability to categorize your posts, niche and relevant keywords will make it easier for new audiences to discover your brand.
Conclusion
Social media SEO can be an amazing stepping stone for brand visibility and reach. With proper usage of its high-quality visual content, real-time engagement, and relevant keywords. Brands can improve their search optimization and can connect and build lasting relationships with a loyal following.
References
Forbes. (2024, March 8). 20 Tips For Improving Online Business Visibility Through SEO. https://www.forbes.com/councils/forbesbusinesscouncil/2024/03/08/20-tips-for-improving-online-business-visibility-through-seo/
Gossett, S., & Gossett, S. (2024, June 14). SEO vs. Social Media: How Do Their Roles Differ in Digital Marketing? All in One SEO – Best WordPress SEO Plugin. https://aioseo.com/seo-vs-social-media/#:~:text=SEO%20stands%20for%20search%20engine,WeChat%2C%20TikTok%2C%20and%20YouTube.
Mayer, A. (2024, April 15). Social Media SEO: 10 Social Media Strategies to Boost SEO. HubSpot. https://blog.hubspot.com/blog/tabid/6307/bid/14624/7-ways-to-integrate-search-engine-and-social-media-marketing.aspx
WordStream. (2024, January 29). What is SEO? A Search Engine Optimization Guide. https://www.wordstream.com/seo
Zalani, R. (2024, April 25). Social Media SEO: A Complete Guide for Maximum Visibility. Buffer: All-you-need Social Media Toolkit for Small Businesses. https://buffer.com/resources/beginners-guide-to-seo/