- Post By : Michael Smith
- On : September 16, 2016
Almost every digital marketer and business owner out there has heard of search engine optimization (SEO) and developed a strategy for that exact purpose, but there aren’t many businesses who have also taken the time to optimize their social media profiles.
The search functionality on social media platforms plays an important role in helping users find the brands they love, which is exactly why you should be aiming to optimize your online presence for both Google search engines and for the search functions on your social media profiles.
Adding keyword research and placement to your social media strategy helps create a well-rounded strategy that will boost your placement on both social media and Google search results pages.
Start with keywords
Search marketing begins with keywords. Keyword research and analysis is the first step to optimizing your social media profiles.
By identifying the right keywords you’ll be able to communicate your marketing message a lot more effectively and give bots a better idea of what your pages are all about too. Knowing which keywords will most appeal to your audience will also help you engage with them around topics they would find interesting.
You can use tools such as Google Keyword Planner to research potential search terms but social media platforms are also great keywords research tools. For example, Twitter offers users insights into trending topics and hashtags that you can use to optimize your profile and create your content plans.
Related Read: Using Instagram Stories to Boost Your Brand.
Optimizing your social media profiles
When it comes to Facebook your page’s title and description is what you need to focus on first. Your page title should clearly state who you are so make the name as precise as possible. The page’s description should be no more than 160 characters so that when it shows up in Google’s search results, online users will be able to see all of the text.
Your page’s sub-category will play an important role in Facebook’s search results. If you want your page to make an appearance under Pages or Places, make sure that your main keyword is used as your sub-category. For example, if your brand is Nissan India and you want to rank for the car keyword when someone clicks on Car Pages or Places, your page’s sub-category should be ‘car’ or ‘cars’.
It’s also important to have a friendly URL, link to your Facebook page from your website and post content on a regular basis in order to send good signals to search engines.
If you want your Twitter profile to appear in Google’s search results, it’s best to concentrate on placing relevant keywords in your profile name and Twitter handle. When Google pulls a brand’s Twitter profile into their search results they show the name, Twitter handle and the number of followers, so using a generic keyword such as 'cars' in your Twitter bio will only help you if a user is searching for that term on Twitter.
For example, Nissan India would appear on Google SERPS if someone searched for 'Nissan India' but it wouldn’t necessarily appear for ‘cars’ because that term is not present in their Twitter handle or name. If someone had to search for ‘cars India’ on Twitter though, they would show up in search results as their brand is associated with cars and the term has been mentioned in their bio and their tweets.
Along with the above, make sure that you’re tweeting on a regular basis, are retweeting influential people in your sector and that you have a link to your Twitter profile on your website.
In order to boost your placement in Google’s SERPs, use keywords in your LinkedIn company name and description fields. When a user performs a search within LinkedIn, your company has a better chance of appearing first if their keyword appears in your company or group name too.
Again, it’s important to include a link to your LinkedIn page on your website and even in your emails since you’ll more than likely be emailing potential customers and business associates.
Related Read: Why Your Brand Should Be Using Facebook Live.
While your brand might be present on several social media platforms, there is a way to see how best to optimize your profile on each platform. Search for your company name and keywords within Google Search as well as on the relevant social media platform to see how the search results are being listed and what information is being pulled through.