Social SEO Basics and Tips for Getting Started

Lisa Hirst Carnes | April 2023

Illustration of a social media profile elements.

SEO (search engine optimization) is the “OG” of digital marketing. By now, most marketers understand SEO and the importance it plays in any strategy.

What people may not realize is how similar social media algorithms are to SEO.
 
In fact, you can apply the same principles to your social profiles to build awareness, reach new audiences, and drive traffic to your website.
 
This post covers some social SEO basics and tips for getting started.

What is Social SEO?

Social SEO is the practice of optimizing social profiles for visibility and results. Effective social media marketing requires a solid strategy and regular measurement. It’s no longer enough to post, cross your fingers and hope someone will see it.
 
According to HubSpot, social media is THE place for people to find information. For some generations, like Gen Z, it’s replacing search engines.
 
Instagram, Facebook, Twitter, LinkedIn, TikTok and YouTube aren’t search engines. In fact ,they have their own search algorithms. But, basic SEO can still increase your visibility and reach your target audience.
 
Let’s look at the overlap between social media algorithms and search engines. Like Google, social media platforms deliver personalized results. In other words, they serve the content they believe each user is looking for.
 

In general, they look at three main factors.

  1. Who’s posting the content? Big bonus if you’re connected in some way. 

  2. What type of content is it? If you tend to watch videos, you’ll get more videos. If you like lists, you’ll see more lists.

  3. Trends and interactions. Posts with millions of interactions will continue to grow and get shown. 

Keyword Research

To run an effective SEO campaign, you must first identify the keywords that people use to search for products or services related to your brand.

This means identifying and leveraging popular topics, trends, and hashtags in social media. Always use relevant hashtags and in general, try to stick to between 3-5 hashtags per post. 

On-page Optimization

This means optimizing your website for search engines. Include relevant keywords in title tags, meta descriptions, and header tags. Don’t overdo this! Keyword stuffing is an outdated practice that will actually hurt your ranking. Always write for your audience first.
 
For social media, use keywords in your profile and description to make it easier for people to find you.
 
When possible, add alt-text. Alt-text makes your content more accessible by describing an image or function on a page. Visually-impaired users rely on screen readers to read the alt text aloud.
 
Use a high-quality profile picture and cover photo. Duh, right? Your profile and cover photos should be recognizable and represent your brand.
 
Include relevant information in your profile. Fill out all fields, including your location, website, and links to other profiles.

Illustration of people optimize a social profile.

Content Creation

Create high-quality and relevant content that includes targeted keywords.

For social media, write an engaging bio. Your bio should communicate who you are, what you do, and what makes you unique. Use keywords related to your niche or industry.

Technical SEO

Make sure that your website is technically-sound. This will make it easier for search engines to crawl and index.
 
For social media, choose a clear and descriptive username/handle. Your username should be easy to remember and relevant to your brand organization. Make sure there are no broken links and images are the right sizes.

Link Building

When other websites link to your site, it helps establish your site as a credible source. A good quality link is like a vote for your site.
 
In social media, link building is more like networking. Engage with your audience. Respond to comments and messages right away.
 
Use relevant hashtags to increase visibility and reach a wider audience.
 
Also, make your content shareable and encourage users to share your posts.

Monitoring and Analysis

Watch and analyze your website’s performance to identify areas for improvement.
 
Likewise, analyze the results from your social media campaigns. Use analytics tools to track your performance and adjust your strategy.
 
Following these tips can help you to grow followers, increase engagement, and drive traffic to your site.

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