For many beginners (and, heck, some mid-level and even advanced SEOs), the line between search engine optimization and social media can sometimes blur.
- Does your social media support or even help your search engine rankings?
- How does optimizing for search on social media affect your profile’s chance of showing up to new users?
- And what does it mean that my tweets show up in search results?
1. Use Facebook Ad Targeting Options for a Glimpse into AudiencesBecause we put so much info into Facebook, their targeting data is extremely specific.You may know exactly who your target market is, but you could find new or supplemental audiences that could be served by your company.
Facebook advertising gives you options to dig into an audience’s:
- Relationship Status
2. Dig Into Trending Topics on TwitterA lot of what’s trending on Twitter is newsworthy content, but it’s in the conversations related to those topics that marketers can really find the details of what matters to their audiences.Plus, you can use the exact language that your potential searchers are using too.This is especially true if you’re actively engaged with the kind of audience on Twitter that mirrors your personas or target audiences.Your #TrendsForYou will be even more useful.For example, as a member of the SEO Twitter community and the admin of #SEOChat, I get a lot of info on Twitter from people who are asking questions on behalf of their SEO clients or from SEO newbies.I can use the questions that are coming up for them and how they phrase it to determine if those types of questions are ones my audiences would have as well.The key to this one is being active on Twitter already.If you aren’t, there are social media monitoring tools that can help you dive deeper into the niche communities on this platform and understand the conversations that your target audiences are having.From there, you can look into the specific questions and topics that show up in these Twitter conversations and determine how best to use them in your SEO strategy.
3. Discover What Shows Up When You Search Instagram Hashtags.Instagram is becoming its own little hashtag search engine.You can even follow hashtags you like now..Many industries are utilizing Instagram for the lead-driver that it is – especially in local and creative markets.Looking for a newborn photographer in your area #newbornphotographychicago?Chances are you’ll want to see their work on Instagram.Want a graphic designer to help your business #graphicdesignersofinstagram?Get an idea of their style on Instagram.By searching for hashtags related to your business or your target audience and then analyzing the most popular posts, you can get an idea of what works well with people looking for those hashtags.
- What other hashtags are you seeing?
- Could those be keywords you’re not targeting yet?
- What does the Instagram caption say for the most popular posts?
- Does it include key pain points or language that you’re not including in your copy?
4. Analyze Content on PinterestPinterest is a minefield of good data, and I feel like it’s gotten a bad rap as a “soft” or recreational social media platform.I’ve noticed tons of useful business stuff posted to Pinterest recently as I’ve been scouring the web for help with my own business.When I searched for “B2B marketing,” I got content ideas for topics related to social media, marketing tactics, how to create infographics, product launches, and more.With a long-tail search, I could see what more specific resources audiences are looking for and benefitting from.Not only can you search for specific key phrases on Pinterest and get a load of top pins for inspiration, but Pinterest also offers suggested search additions to give you even more ideas as to how to customize your keyword research.And just like Google has autofill options in search, Pinterest offers the same, giving you even more potential keyword target ideas.
5. Find Out What Influencers Are Saying on LinkedInSure, the clickbait long-form posts on LinkedIn can make you want to roll your eyes, but they resonate with users for a reason.Find what influencers or big names in your industry are posting on LinkedIn and look at the reactions and comments they’re getting.Just like on Twitter, people often join into the conversation on LinkedIn and these comments can also be a great source of research for what your audience is looking for/their pain points.Assess what topics resonate most with audiences (what reactions are long-form posts getting?) and what pros and cons are being brought up in the conversation happening under the post.Use that data to inform your own keyword research.
Social & Search Are More Compatible Than You May ThinkWe can learn a lot about social from search and a lot about search from social.While they may not help each other significantly in direct ways, we can learn more about our target audiences and users from how they post, interact with, and promote information on social media platforms.