This document discusses 5 ways to use search on various platforms to power social media. It covers using search insights on Google, YouTube, Facebook, Instagram and Pinterest to understand audience interests and optimize content and profiles. Key points include leveraging search autocomplete, trends, related questions and topics on each platform to discover what resonates and increases visibility. Images, alt text, hashtags and bio keywords can be optimized based on search patterns to improve discoverability.

1. 5 WAYS TO USE SEARCH TO
POWER YOUR SOCIAL
@ALYSMURFEY
+

2. HI, I’M ALYSSA
I HELP MY CLIENTS MAXIMIZE THEIR VISIBILITY ON SEARCH AND SOCIAL PLATFORMS.
@ALYSMURFEY

3. If you talk about things people care about in
the way that they talk, they are more likely
to find and listen to your content.
@ALYSMURFEY

4. 1. Spark insights into content topics your
audiences care about.
@ALYSMURFEY
What today is for:

5. 1. Spark insights into content topics your
audiences care about.
2. Increase the visibility of that content.
@ALYSMURFEY
What today is for:

6. THE 5 AREAS WE’LL DIG INTO -
1. GOOGLE SEARCH
2. YOUTUBE SEARCH
3. FACEBOOK SEARCH
4. INSTAGRAM SEARCH
5. PINTEREST SEARCH

7. 01
GOOGLE SEARCH

8. - Forrester
71% OF CONSUMERS BEGIN
THEIR JOURNEYS WITH A
SEARCH ENGINE.

10. Autocomplete and People Also
Ask features show intent that
Google is assuming based on
other searchers.
Search and keyword trends
are a peek into the soul
Harvesters: Auto-complete
Nelson-Atkins Museum of Art: People Also Ask

11. Google Trends shows you rising
and trending searches that you
may not have thought of.
Search and keyword trends
are a peek into the soul

12. 02
YOUTUBE SEARCH

13. YOUTUBE IS THE SECOND
LARGEST SEARCH ENGINE.

14. Even if you’re not on YouTube,
your industry might be.
You don’t have to be
a YouTube Star

15. 03
FACEBOOK SEARCH

16. FACEBOOK SEES TWO
BILLION+ SEARCHES
EACH DAY.
- Facebook, 2016

17. Optimize your profile and events
like you would optimize your
site.
Facebook has an algorithm
for search, too

18. “ONE IN FOUR PEOPLE IN
THE US HAVE SEARCHED
FOR OR FOUND A JOB
USING FACEBOOK”
- Facebook, 2018

19. Consider listing jobs on
Facebook for the work that
works there.
Facebook has an algorithm
for search, too

20. 04
INSTAGRAM SEARCH

21. 1. INTEREST
2. TIMELINESS
3. RELATIONSHIP
Instagram Feed Ranking Criteria (2018)

22. Improve rankings for existing followers +
increase visibility for non-followers.
@ALYSMURFEY

23. Alt Image Text
‣ Helps person with slow internet
connection or visual impairment.
‣ Improve chance of photo rank in
Google + Instagram Explore.
Help Instagram Help You
Instagram Explore
Adding Alt Text

24. Profile Optimization
‣ Include keywords in your
Instagram name + bio areas.
‣ Improve chance of profile showing
in Suggested + Explore.
Help Instagram Help You

25. 05
PINTEREST SEARCH

26. 2 BILLION SEARCHES
HAPPEN EVERY MONTH.
- Pinterest, 2017

27. 2 BILLION SEARCHES
HAPPEN EVERY MONTH.
97% OF THOSE SEARCHES
ARE UNBRANDED.
- Pinterest, 2017

28. - Facebook, 2018

29. - Facebook, 2018

30. Pinterest search helps you fine-tune timing
while peeking into lifestyle trends.
@ALYSMURFEY

31. @ALYSMURFEY

32. Summer is when people hit the road—and the airport. Escapist
fantasies are fueling searches for van camping (+192% YoY) and van
life ideas (+44% YoY). Minimalists are also hoping to free themselves
from excess baggage with helpful carry-on packing lists (+157% YoY).
@ALYSMURFEY
From Pinterest 2019 April Trends Digest:
BUSINESS.PINTEREST.COM

33. Searches for swimming pool designs are way up, to the tune of
+2100% year over year (YoY). People are also planning their summer
picnics (+23% YoY) and edible gardens (+44% YoY). Farm-style living
is gaining popularity, including ideas for “Barndominiums,” modern
barn homes (+700% YoY) and stylish chicken coops (+167% YoY).
@ALYSMURFEY
From Pinterest 2019 April Trends Digest:
BUSINESS.PINTEREST.COM

34. Pinterest talking about the
Pinterest Taste Graph:
“Whenever someone searches with us or
saves a Pin, we refine our understanding of
what they’re into….
Seeing the different ways millions of Pinners
curate their Pinterest boards gives us a deep
understanding of all kinds of people’s tastes.
Plus, we can see what’s trending far in
advance of other platforms.”
Mine insights from Pinterest
search bars
Pinterest Feed Search Bar
Pinterest Ads

35. WHERE DO YOU GO
FROM HERE?

36. Treat any component of a platform that you
can edit as an optimization opportunity.
@ALYSMURFEY

37. Treat every component that you can edit as
an optimization opportunity.
Identify opportunities
+ track results
GIPHY Search Wendy’s Delivery Page

38. 38
ENGAGING
CONTENT
Site
Insights
Search
Trends
Social
Trends +
Insights
What they
engage with
What they
search for
What they
act like

39. THANK YOU!
Twitter: @AlysMurfey
LinkedIn: Alyssa Murfey

40. ANY QUESTIONS?
Twitter: @AlysMurfey
LinkedIn: Alyssa Murfey