News & Insights

SEO-cial Media: Using Social Media to Boost SEO

6 Feb 2024

Izzi Anwell

Social Media Executive

Social platforms like TikTok have a clever way of beguiling us into thinking that quantity is better than quality, at least when it comes to content. 

As a creator, the random aspect of platforms like TikTok may make it seem like getting your content viewed would be easy, however by relying on the algorithmic ether you may be missing out on some key target markets, customers or followers. 

Investing time into social SEO is an effective way to take back control of your content trajectory and can help the right people find the right content at the right time. 

Firstly, what is SEO?

SEO stands for ‘Search Engine Optimisation’ and is the practice of improving your website's visibility and ranking on search engines such as Google, Bing, etc. and generating organic traffic to and from your site. SEO typically involves practices like keyword research, link building and content optimisation.

What is Social SEO? 

When we speak of ‘content optimisation’, this is what we mean when we reference social SEO. Social SEO involves improving and adding text-based features which can help your content be accessed by your desired target audience. Reports suggest that consulting social platforms like Instagram and TikTok is becoming an increasingly popular method of search, with almost 40% of young people using such platforms as their primary search engine, a number which is steadily on the rise. With this in mind, it is now more important than ever to ensure that your content includes all of the relevant attributes to place you as high on SERs (Search Engine Rankings) as possible. 

Here are a few ways you can begin to improve your social SEO…

  • Links and Social Sharing Buttons

A sure-fire way to generate more organic traffic to and from your website is to include relevant links wherever possible. A great way to do this is by implementing some form of social media reference landing page such as a ‘Linktree’ and then direct users to your bio for access. Another effective practice is to include social sharing buttons on your web pages so instead of searching, users can just click through. 

  • Integrate Keywords

There is no need to conjure up some big, extravagant social SEO strategy, just simply apply your pre-existing SEO knowledge to your social content. Consider the structure of your captions and whether they contain helpful keywords, links or references or consider implementing features like alt-text and closed captions. Such features will expand the reach of your content and generate measurable insights as people click/swipe through your content to access more information. 

  • Overlaying Text

Including an SEO-boosting, emotive, entertaining caption is all well and good, but you can accelerate the reach of your content even more by including text within your content as well. If your content includes spoken audio, enable features like subtitles which not only is inclusive but also adds an extra helping of keywords.  

Key tools to help you on your way…

1. Google Analytics 

Google Analytics can help you to track and report on your website traffic, as well as identify the pre-existing keywords which are performing particularly well. 

2. Social Listening
Services Like Brandwatch and Hootsuite can help you to keep tabs on the conversations that are being had about your business and related categories online.

3. Keyword Research 
Platforms like the ‘Keyword Magic Tool’ by SEM Rush can provide you with relevant additional key words and phrases to use across your content. 

If you would like to find out more about how you can begin to be sore SEO savvy on socials, get in touch with us today 

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