Social SEO, also known as Social Search Optimization (SSO) or Social Media SEO, is becoming a key part of a strong digital marketing strategy. It’s essentially SEO, but for social media. The goal is to make your content more discoverable through the search functions on platforms like Instagram, TikTok, LinkedIn, and even Pinterest.
As more users, especially Gen Z, turn to social platforms to search for places to go, things to buy, and who to follow, optimizing your content for these searches is more important than ever. In this blog post we’ll walk you through a few steps to start improving your Social SEO efforts today.
Start with Your Profile
Your social media profile is the foundation of your presence. Make sure your bio includes keywords that reflect your industry, niche topics, and location. For example, if you’re a coffee shop in Charlotte, consider including terms like “Charlotte coffee” or “local coffee shop” in your description. Think about what your audience might search for and include those phrases.
If your business offers something unique, like a differentiated drink or product, be sure to highlight that too. For example, if you have a “viral strawberry matcha latte,” include it in your description to capture searchers who are curious about trendy, unique items.
Go Beyond Hashtags and Use Keywords in Captions
While hashtags still have value, keywords in your actual captions also hold significant weight when it comes to social search. Use phrases that people might naturally type into a search bar. For instance, a restaurant might say “best brunch in Charlotte” rather than something vague like “Sunday vibes.” The more your content reflects what people are searching for, the more likely it is to appear in search results.
Research What’s Already Trending
Take a few minutes to search for your industry or niche topics directly on social platforms. Look at what content is appearing at the top of the results, what language those accounts are using, and which hashtags seem to be most relevant. This gives insight into what’s currently working and helps you identify opportunities to tailor your content.
Pay attention to:
- Trending keywords in captions or text overlays
- Popular hashtags
- The kind of media (video, carousel, static image) that ranks well
For example, we created this video for The People’s Market promoting their Chicken Caesar Wrap. By tuning into local trends, we noticed a TikTok influencer who was trending with a series on “finding the best chicken Caesar wrap in Charlotte.” We jumped on this trend by including the phrase “best chicken Caesar wrap in Charlotte” as closed captions in the video and in the caption itself. The result? Increased engagement from people specifically searching for the best wraps in the area.
Add Subtitles to Your Video Content
When optimizing for social search, accessibility should also be a priority. One way to improve your content’s reach is by adding subtitles or closed captions to your video content. This not only makes your posts more inclusive for those with hearing impairments, but it also caters to the audience who watch videos with the sound off.
By adding text overlays, you ensure that your message is clear whether the sound is on or off. Platforms like Canva and CapCut offer integrated tools that make it easy to add subtitles while keeping your content visually appealing. Plus, subtitles can improve engagement by making your videos easier to follow without needing to turn up the volume.
Consider this simple practice when posting videos. It’s a small change that can have a big impact on reach and engagement!
Improve Your Social SEO One Step at a Time
Social SEO doesn’t have to be overwhelming. Start by making a few small changes like updating your bio, adding the location to posts, including relevant keywords in your next caption, or doing a quick search for your industry on TikTok or Instagram.
Even minor tweaks can help more people find your content and engage with your brand.Want some more help improving your Social SEO strategy? Reach out today to see how Social Ape Marketing can help your business.
