People aren’t just spending more time than ever on social media platforms, they’re also doing more than they ever did, or could, on social sites, including searching.
People are using social sites to conduct searches more than ever before, which is why platforms like Facebook have revamped their search interfaces. That means that businesses and marketers need to optimize for social search now too.
The good news is that the ones that get it right will find new levels of visibility. So, how do you get it right? Well, we’ve been doing social media marketing long enough in our time in SEO in NY and NJ to know a thing or two about it.
Why the change?
First off, it helps to know the why before being able to better understand the how, and it’s really not all that hard to figure out why the social sites are trying so hard to improve the search experience on their platforms.
They’re simply trying to prevent users from leaving their site to find and engage with local news, current events, and other kinds of content they’d typically head elsewhere for, and it makes sense.
In Facebook’s case, for example, they have over 1.55 billion active monthly users on their site now, so there are plenty of posts about current events and that kind of content. It’s just a matter of making it easier for users to find it.
That’s why they recently updated their search platform, which is called Search FYI, and it’s why you can expect all the other social media sites to follow suit. They want people to be able to easily discover content and share it without ever having to leave.
How should you adjust?
This is uncharted territory, so how exactly this will affect how you should go about using social media for business and marketing purposes isn’t completely clear yet.
What is crystal clear, however, is that a relevant, high-quality, engaging post has a better chance of popping up in social searches, no matter if it originated from a individual user or a brand.
That means that businesses and marketers have a new channel through which they can reach social users they previously would’ve had no chance of connecting with with. As far as what adjustments you need to make in terms of content marketing, again, it’s too early to tell what, specifically, will work and what won’t.
Obviously, shareability will be more important than ever and social content will now need to be created with search engine optimization purposes in mind, but no matter what, trust us as NY and NJ SEO specialists, some adapting will be necessary. That much we know.
It’s time to experiment.
Because so much is unclear about social search at this point, you need to think of it as an opportunity to try out different kinds of content and distribution methods. It’s not the time to sit back and wait until the smoke clears.
After all, there’s a good chance that the social sites will eventually limit the amount of branded content their searches can return in an attempt to push businesses to have to pay to promote their content instead.
So, now’s the time to take advantage of the possibility for new levels of visibility on social media. Don’t waste the opportunity.
About Us: Climb The Search, a leading SEO agency in NJ / NY, offers the total search marketing package, including website design, inbound marketing, and search engine advertising. At CTS, we help businesses grow, every day.