Social Search Consultation
Social has come a long way over the last decade, and dedicated social content teams and creators are producing amazing creative on a daily or weekly basis. They know exactly what trends and emotions to tap into, but search might not be the first thing on their mind.
We know that search journeys don’t always start on websites like Google; sometimes they can start on platforms like TikTok, YouTube, Instagram, and Pinterest. How do we ensure that your brand appears when they do? We optimise the content like we would a website.
Social content gives you the opportunity to produce content that can surface on platforms and on search engines through SERP features.
What this includes
✓ Social Driven Keyword Universe
✓ Social Search Workshops
✓ Optimisation Briefs
✓ Tying Search to Social & Vice Versa
What to consider when looking at social search
01
Social-Driven Keyword Universe
Your keyword universe document should factor in other platforms where possible and the SERP features that pull from those other platforms.
Understand what organic results are pulling in video from platforms such as TikTok, Youtube and Reels. This gives you an extra chance to rank alongside your written content strategy while also driving potential additional engagement on your social content.
Starting with search-driven keywords means you’re creating social content that is optimised for what people are searching for.
02
Social Search Workshops
What is social search? How can your social media team use search to get more out of their content and open up conversations with the SEO team to better collaborate?
Social and Search are more often than not two very separate teams that don’t cross paths much. By opening that conversation and up and collaborating on data points – you’ll find that both your social content and your on-site content starts tying together much more.
From repurposing longer form content on site for social, to understanding what the audience interacts with on social to create more written content in that vein.
With a background creating content for both, I’ve opened doors within brands to start those conversations.
03
Optimisation Briefs
I can look at a brand’s social media and understand what might be missing to better see search performance from that content.
By producing briefs, social teams can understand what keywords to include, how to optimise the content and how that can benefit other platforms.