What is Social Search and What Does it Mean for SEO?

The way we search for information is constantly evolving. One of the most significant shifts in recent years is the rise of social search. Research shows users between 16-34 years old prefer this method over traditional search engines. But what exactly is it, and what implications does it have for SEO? This blog will shed light on the convergence of social media and SEO strategies.

What is Social Search?

The term refers to searching for information on social media platforms rather than traditional search engines like Google. Essentially, the practice involves searching for and discovering content through social media. This can be through direct searches, recommendations, and insights shared by friends, influencers, and communities. This personalised approach to search aims to deliver more relevant and tailored results to users. With the extensive video and image content available on these platforms, it can provide information to users directly in short-form content to engage with.

Why is it Important?

The importance lies in its ability to provide a more personalised and interactive search experience. Some predict that social search will become an essential SEO component in 2024. As has been seen with the rise of social media, every business requires a social media presence. Making your business present and relevant to the correct audiences and demographics through social search encourages repeat reach and engagement.

What is Social SEO?

Social SEO, on the other hand, is the integration of social media strategies with SEO practices. It involves optimising your website’s content to be more shareable and engaging on social platforms, increasing its visibility and reach. This type of optimisation makes your brand and business more recognisable. It is vital as millennial and Gen Z demographics search for brands on social media before going directly to their website.

What is Social Search in Marketing?

In marketing, social search helps to understand consumer behaviour and preferences. It enables brands to monitor conversations, identify trends, and engage with their audience in real time. Incorporating social into marketing strategies allows businesses to create targeted and effective campaigns. Staying relevant amongst target audiences and demographics through content leads to simple engagement and reach. Through brand trust, users will begin looking to a specific business page for content and updates on specific topics, creating a pipeline to the website.

Conclusion

Social search may only be on the rise and popular amongst younger users, but it highlights the importance of a consistent social media strategy. With so many marketing channels and avenues available to users today, reliability and trust are more valuable than ever. Bespoke websites and high search rankings may not be enough to sway your target audience. Users want the information they are seeking to be easily accessible and digestible. Social search provides a simple option to find related content and information and the opportunity to engage with similar demographics.

To find out more about how we can develop your social media presence and strategy with us on our website.