Social SEO: Using SEO to Elevate Your Business’s Social Media Presence

Hey, unicorns!

We’re back with the fourth edition of the Unicorn Social newsletter! As you might already know, we’re breaking down each of my ten social media predictions for 2024. This week, we’ll discuss SEO and how social media platforms are becoming search engines.??

To provide context for this edition, please note that social media and search engine optimization are different things. Social media does not directly correlate to your business’s search engine rankings. That being said, more social media platforms are incorporating an element of search. For example, TikTok is a dominant source of information for Gen Z, and 2 in 5 Americans use the platform as a search engine. Therefore, it’s important to understand how to use SEO in a social media context and improve your business’s searchability on the platforms you choose to use.?

In this edition of Unicorn Social, we’ll discuss:

1. What is SEO for social media
2. What keywords should you use
3. Social SEO tips for major platforms

What is SEO for social media?

Social media SEO is the practice of optimizing your profile and content to improve searchability. As a business, this means increasing your chances of being discovered by potential customers and getting your brand’s products and services in front of the right audience.?

What Keywords Should You Use?

SEO on social media, like your website, requires a keyword strategy (something I’ll publish an article on soon). If you already have a keyword strategy for your business’s website, start to incorporate that same strategy on your social media. Just be sure to incorporate keywords that make sense and read smoothly rather than cramming them in your content haphazardly.

Prior to doubling down on your social SEO, it’s a good idea to come up with a few keywords to incorporate into your content to improve searchability. Conducting keyword research lets you determine which queries and terms resonate with your target audience. To learn more about conducting keyword research and determining which keywords are best for you, check out this super helpful HubSpot article!

How to Improve Your Business’s Social SEO

Once you’ve determined the best keywords to use, it’s time to put them to use. Each platform has different ways to leverage keywords to improve your business’s searchability.?

Here are a few SEO tips for each platform:

Instagram SEO Tips:

1. Optimize Your Profile: Use relevant keywords in your name, handle, and bio. Also, consider adding a location if it’s relevant to your business or if you’re a service-based business that operates in a specific area.
2. Keyword-Rich Captions: Include relevant keywords and hashtags directly in your captions. Additionally, don’t forget to add relevant topics to your Reels. You can do this on the same screen where you add the caption.
3. Alt-Text and Subtitles: Add alt-text to make visual content accessible. Additionally, use subtitles to ensure your target keywords appear onscreen for Reels. Tagging your location can also enhance local visibility.

TikTok SEO Tips:

1. Profile Optimization: Add relevant keywords to your business’s TikTok profile. This improves the SEO for your entire account.
2. Triple Down on Your Main Keyword: To maximize its impact, say your main keyword aloud in your video clip, overlay it on the screen and include it in the captions.
3. Keyword-Focused Captions: In the video description (captions), emphasize keywords over hashtags for better TikTok SEO. This doesn’t mean avoiding hashtags entirely; include both to maximize your reach.

YouTube SEO tips:

1. Optimized File Name: Use your primary keyword phrase as the video file name (e.g., “Detailing-car.mov”).
2. Strategic Title: Craft a longer title that people might search for (e.g., “How to Detail a Car Like a Professional”).
3. Verbal Keywords and Captions: Say your keywords in the video and enable captions for better visibility.

Pinterest SEO Tips:

1. Optimize Your Profile: Use your business’s main keyword in your username and About section.
2. Strategic Board Creation: Create boards based on your primary keywords and name them accordingly.
3. Long-Tail Pin Titles & Descriptions: Craft Pin titles around long-tail keywords (e.g., “How to build a DIY bookcase”) for better discoverability. Additionally, write long keyword-rich descriptions. Note that Pinterest’s algorithm recognizes keyword plugging so ensure that your keywords flow smoothly with the content and that it reads well.

LinkedIn SEO Tips:

1. Tagline and About Optimization: Incorporate your most relevant keyword in your LinkedIn Page’s tagline and About section.
2. Keyword-Rich Content: Create long-form content (such as LinkedIn Articles or a newsletter like this one) based on relevant keywords.
3. Avoid Overloading: Use keywords naturally and avoid excessive hashtags to maintain high-quality content.

In Conclusion:

Making your content searchable is a great first step in attracting new customers who are interested in your products or services. By including keywords in your content and on your profile, you’re setting your business up for success. Furthermore, optimizing your keyword use for each platform will help you get a leg up on your competitors. Finally, remember to conduct proper keyword research to ensure that you’re getting the most out of the keywords and that you’re addressing your customers’ needs.?

Stay tuned for next week’s edition of Unicorn Social, where we’ll discuss the rise of casual content and how to be casual, yet professional, on social media in 2024.

Happy posting!

- Avery Sly