Traditional Search Engine vs. Social Search

In the era of social media and influencers, potential customers do not just rely on traditional search engines for their product research. In fact, 82% of all generations prefer to do research on social media rather than a search engine and 74% of consumers rely on social media to help them make a buying decision. Why is social media such a big player in consumer’s shopping habits? Social media provides quick, short-form content made by real people who share their real experiences about a product or service. In addition, ‍74% of customers prefer to watch a short-form video about the product or service they are researching. Traditional search is still important, but using social media as a search tool has increased along with social media usage. So, how is Google competing with social platforms?

 

Google’s Perspective Filter

In May 2023, Google announced the launch of its new Perspectives filter. The announcement stated, “In the coming weeks, when you search for something that might benefit from the experiences of others, you may see a Perspectives filter appear at the top of search results”. The Perspectives filter launched on mobile in June 2023 and has since been rolled out to desktop. The influencer or creator’s handle and photo will be shown along with the engagement and age of the post. The filter provides long- and short-form content such as:

• YouTube videos
• TikToks, YouTube Shorts, & Reels
• Reddit & Quora posts
• Blog posts & news articles

The filter provides the content experience that users enjoy from social media and the authentic viewpoints to focus on the ‘Experience’ of Google’s E-E-A-T. E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness which is part of Google Search’s Helpful Content System that helps creators and influencers create people-first content.

 

The Importance of Social Media SEO

Social media SEO can help marketers effectively reach their target audience on the platforms where they are currently searching for products or services. This update shines importance on optimizing content, not only for social search engines, but for Google Search as well. If the content performs well on socials, this can help reach a new audience on search. 

 

Incorporating Social Media SEO in Your Content

Algorithms and best practices differ from platform to platform, but the one they all share is the use of keywords. Include niche and broad keywords in your caption copy and hashtags. For certain platforms, keywords in the audio and subtitles are also important. When developing keywords, research tools provided by social platforms can be used or you may have others already available. Here are examples of five free keyword research tools:

• GOOGLE KEYWORD PLANNER
• GOOGLE TRENDS
• PINTEREST TRENDS
• SEMRUSH
• TIKTOK’S KEYWORD INSIGHTS TOOL
• The search bar on a social media platform

The Perspectives filter does not only show new content but also highlights existing content. So, start OPTIMIZING your current content today.

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