Beyond Google: Social networks are the new search engines
By MarketLogic
User search behavior is evolving, with social media taking center stage. The integration of Google search results into TikTok and enhanced tools in other platforms like Facebook and Instagram indicate a paradigm shift. Social media is now becoming an essential resource for gathering information and playing a crucial role in purchase decisions, making it necessary to understand how to use these platforms to your advantage.
While this transformation is being driven by younger generations, as social platforms become more dynamic and interactive, users are shifting toward new ways of finding what they need. This means that brands will need to integrate SEO optimizations specifically for social media.
“Social media SEO has emerged as the new strategic frontier. Instagram and Facebook are leading the way when it comes to searching for brand and product information, directly competing with Google and Bing. For example, instead of traditional browsing through pages packed with keywords, consumers are showing a preference for consuming short-form videos, a trend driven by platforms like TikTok,” says Paz Terluk, CEO of MarketLogic and Country Manager Mexico.
Addressing Social SEO
Adapting to the trend of social media searches starts with optimizing a company’s profiles to ensure they reach customers searching for relevant terms associated with their products or services.
This is not only about implementing best practices on social media to establish and nurture relationships with the audience but also about sharing content that answers the queries potential customers are making.
“If your company, for example, provides technical services, your content should relate to solving problems, and your keywords would include terms like ‘how to repair…’, ‘how does… work’, or ‘how to turn on…’, just to name a few. These terms help you become visible to the needs of your target audiences,” says the MarketLogic executive.
Social SEO is relevant for brands looking to reach tech-savvy audiences, but it must be clear that immediacy and social interaction are fundamental values. To implement a strategy like this, you will need:
- 1. Proper Keyword Research
As with traditional SEO, Social SEO requires keywords and phrases related to your products. - 2. Impact Measurement
Use tools that allow you to measure the impact of your content and assess the need for refocusing. - 3. Optimization
Analyze performance, stay informed about trends, and provide efficient responses. - 4. Adaptability
You need to understand the characteristics of each network and what content formats perform best.
“Social SEO facilitates connecting with audiences through personalized, optimized content for searches that meet specific user needs. This not only improves the user experience but also strengthens customer loyalty and increases opportunities for active engagement on social media, thereby solidifying your brand’s presence in a rapidly changing digital market,” concludes Paz Terluk.
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