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Want to get more likes, comments and follows? When it comes to your social media, keep SEO tactics in mind.
Here, you’ll find:
- How SEO translates to better social media profiles
- Expert tips for optimizing your brand’s social media
- How keywords play a part in organic social posts
- Why analyzing your social content is key
As social media becomes more sophisticated (and popular), new features are added to help improve discoverability. For brands and organizations, these add-ons are particularly beneficial.
Whether you post a few times a month or multiple times a day, you want your social profiles to serve as a way to spread the word about your brand, grow your reach, and connect with your target audience. Employing a few common search engine optimization (SEO) principles can help you do just that.
Read on for a few social media SEO principles worth applying to your accounts to grow your reach and improve engagement.
1. Keep keywords in mind
While reports show that social media rarely impacts brand visibility in search engines directly, it’s still a good idea to leverage keywords when you can. Adding certain keywords to your posts can be a game changer when it comes to your discoverability on these platforms.
Instagram recently added their own keyword search tool which, according to Social Media Today, allows you to search posts that use certain words or phrases even if they’re not hashtagged. You can do this through Twitter’s search function as well.
2. Make sure all profiles are consistent
If possible, it’s a good idea to have the exact same handle across all of your profiles. This makes your brand look professional and makes it easy for people to find you. If your business name is a common term or the handle is already taken, you can consider adding your business type or city to the end (like @HawkSEMagency or @HawkSEMLosAngeles).
From there, try to have your profiles follow a similar look and feel, ideally one that also matches your website. Any logos, URLs, addresses, and contact info should be consistent and up to date as well.
3. Create a social content plan
Don’t have a full-time social media manager? Fear not! You don’t have to build out a super intense social media plan. However, it’s a good idea to at least create a high-level outline for how you plan to post on a regular basis, whether that’s daily, weekly, or a different frequency. As mentioned above, consistency is key.
This can be especially helpful if you’re running multiple social media accounts, as most brands do. There are no end-all be-all rules for how often you should post on each platform. It’ll likely depend on your industry, audience, and bandwidth. However, experts generally suggest posting the most frequently on Twitter (a few times a day, if you can swing it), followed by Facebook (one or two times a day), and then LinkedIn (once every day or two).
Again, find what works best for you and your team, then keep an eye on engagement rates to see how your audience responds. The last thing you want is to overdo it by posting too much, which can lead to unfollows.
4. Leverage tags on social posts when possible
Just like keywords and tagging your content help people and search engines alike understand what your posts are about before reading them, social media tags serve a similar purpose.
While you don’t want to go overboard on the hashtags, they’re a useful tool when people are searching for a certain topic or phrase on all the major social media platforms. When you add a hashtag, either to the post itself or in the comments, it becomes hyperlinked and searchable, which is an easy way to boost your post’s reach.
5. Optimize your profiles
As we’ve mentioned before, one of the most important things you can do as a business on social media is to fully fill out your profile. The more information you provide, the more context your followers get about what you offer, and the more likely you’ll be found by the right people.
Take advantage of options like the ability to add a brief bio, URL, and a cover photo. From there, you may be able to optimize further, depending on the platform. For example, Instagram gives users the option to add alt text to their posts. Not only is this a solid SEO tactic, but it makes your post more inclusive to those who are visually impaired.
6. Analyze your social media performance
Don’t waste your time tweeting and hashtagging into the void. Just like with content and other SEO principles, the best way to make use of your profiles (and your social media manager’s time) is by analyzing your posts’ performance.
Whether weekly, monthly, or quarterly, take the time to visit the analytics section of your profiles. If you use a third-party posting service like HubSpot, you can see a certain amount of data, but you’ll get the clearest picture by going into each profile directly. From there, you can see how quickly you’re gaining followers, which posts are resonating most, and which platforms are seeing the most engagement.
This is a great opportunity to pivot your strategy. Do you need to pay more attention to your Facebook audience? Interact more in your Twitter replies? Boost a well-performing Instagram photo to get it even more exposure? Knowing how you’re tracking will help you reach your social media goals faster.
SEO is an integral part of modern digital marketing programs. Social media, it could be argued, is integral as well.
By being mindful of social media SEO best practices that can translate from your website to your profiles, you can continue to grow your reach, create better posts, keep up with industry trends, and stay ahead of the competition.