Social SEO

Social SEO involves the integration of social media activities into search engine optimisation in order to improve the visibility and ranking of a website. This is done by promoting social interactions such as likes, shares and links on social platforms. The core of social SEO lies in creating content that attracts attention in social networks and is readily shared, which, depending on the platform, indirectly improves the search engine ranking or can also be displayed directly as a search result in the respective search engines. It is a strategy that combines disciplines such as SEO, social media marketing and content marketing to promote a holistic online presence.

Social SEO refers to the practices that aim to generate referrals and links through social media, which in turn can influence the SEO performance of a website. It is about creating content that is naturally shared on social networks to increase reach and engagement.

Social signals are the reactions of users to content within social networks, such as likes, shares and comments. These signals can give search engines such as Google an indication of the relevance and popularity of a piece of content, even if they do not directly influence the ranking.

Social search algorithms are the algorithms used by social networks to categorise and prioritise content. These algorithms can influence how content is displayed within the platforms based on user interaction and engagement.

To explain the differences between social media platforms in terms of their influence on SEO and visibility in the search engine results pages (SERPs), it is important to understand the mechanisms - i.e. how and whether content from these platforms can appear in the SERPs. There are significant differences between the platforms that can appear directly in SERPs and those that only have an indirect influence:

Results from TikTok, Pinterest & Youtube have the chance to be displayed directly in the SERPs and thus generate organic visibility/rankings.

Even if closed networks do not appear directly in the SERPs, they promote brand awareness and indirectly lead to more traffic by generating search queries.

The differences in the SEO strategy for these platforms result from their visibility in the SERPs and the access that Google has to their data. Platforms such as Pinterest and YouTube offer direct opportunities to appear in the SERPs and should be considered in a comprehensive SEO strategy. Platforms such as Instagram and Facebook, which do not have a direct impact on rankings, require specific strategies that capitalise on their strengths in building brand awareness and engagement.

A long-term social SEO strategy is crucial for increasing a brand's visibility both in search engines and on social media platforms. An active social media presence promotes backlinks and indirectly improves the SEO ranking. Overall, a well-coordinated social SEO strategy enables a sustainable presence in the digital space and strengthens brand awareness.

Identifying relevant platforms and customising content is crucial to the success of any digital marketing strategy, especially in the social SEO landscape. This approach ensures that content reaches the exact audience that is most likely to interact with, appreciate and share it. Targeting specific audiences and optimising marketing resources increases engagement rates and can improve SEO rankings. This can strengthen long-term customer loyalty and brand loyalty.

Approach: To identify relevant platforms & customised content

• Step 1 - Audit: Here we focus on defining the niche and identifying the relevant keywords that will most effectively appeal to your target audience.

• Step 2 - Strategy Development: This is where we identify how the content needs to be specific and targeted, similar to a detailed briefing that addresses the specifics of each platform.

• Step 3 - Keyword research: This involves creating an overview of the ranking and optimisation criteria for the respective social network, which forms the basis for content creation and optimisation.

Editorial planning and the continuous identification of new trends and customer-relevant topics are of central importance, especially in social media. By taking seasonality into account and planning content creation capacity, companies can ensure that their content is not only published at the right time, but also at the required quality. This is crucial to staying current and relevant on social media platforms, where trends and novelties can emerge and disappear just as quickly.

Procedure

The service module consists of two main parts:

• Step 1 - Seasonal editorial planning: this enables content to be optimally timed and implemented as required.

• Step 2 - Ongoing identification of customer-relevant topics & trends: This extends the planning beyond the regular editorial plan. This approach ensures that the content is always up-to-date and closely aligned with the dynamically changing interests and needs of the target group in social media, which sustainably increases engagement rates and brand relevance.

Customising content for each social media platform is crucial to effectively reach and engage the respective target group. Each platform has its own user demographics and different expectations of content, which makes it necessary to design content according to format preferences and user intent. In addition, platform-specific algorithms influence how content is prioritised and displayed, which is why optimising for these algorithms leads to better visibility and higher engagement.

Procedure:

The SEO-compliant preparation of content for TikTok, YouTube and Pinterest is crucial in order to optimally utilise the special features of the platforms. This strategic adaptation of content maximises visibility and engagement on each platform and ensures an effective increase in reach.

We offer these services in procedure two and three both as a one-off service or as ongoing support including close support throughout the entire creation process. Please contact us directly using the contact form: