If you want your brand to succeed in 2023, it’s time to step up your social strategy. As people increasingly turn to the search bar on social media platforms, it’s more important than ever to start optimizing your content for platform search algorithms. And with Google’s new Short Video Result Type, it’s also a great time to prioritize short-form video content, which goes hand-in-hand with current social media trends. Join our next webinar with Rachel Schardt, SEO Success Manager at Conductor, and learn how you can take full advantage of social media next year. 3 Key Takeaways: -How to optimize video content for the new Short Video Result Type on Google’s Mobile SERPs. -Best practices for discoverability via social media platform search. -Bridging the gap for marketers responsible for multiple organic channels. Watch now and start boosting your brand’s organic discoverability and reach.

2. Nice to meet you!
● SEO Success Manager at
Conductor
● Freelanced in SEO prior
● Before SEO, Web Design
& Social Media
● Cat loves yoga

3. ● Why Optimize for Social Search
● Optimization Best Practices
○ Facebook
○ Instagram
○ TikTok
○ YouTube
○ Short Video Result Types
● Keyword Strategy
● Measuring Results
AGENDA

4. Poll
What social media platforms are you on?
1. Facebook
2. Instagram
3. TikTok
4. YouTube

5. Poll
When was the last time you utilized
the search bar on social media?
1. Within the last week
2. Within the last month
3. At some point in my life
4. Literally never

6. Why should I bother optimizing for
social media search?
More and more, people are using Social Media as a search engine.

7. “
59% of the world’s population
uses social media for an average of
2 hours and 30 minutes a day

8. “
YouTube is the second most
popular search engine next to
Google

9. “
40% of Gen-Z prefer searching
on TikTok or Instagram over
Google

10. “
Facebook averages over 2
billion searches a day

11. “
83% of Instagram users say it
helps them discover new
products and services

12. Increase your social media reach &
website traffic by optimizing for social
search & platform algorithms.

13. Keep users on the platform longer.
The goal of all social media platforms:

14. “ “But if they’re staying on the platform how is
that driving traffic to my website?”

15. “ “But if they’re staying on the platform how is
that driving traffic to my website?”
● Consistent engagement with your audience leads to more website traffic
● Consumer’s use social to validate
● Engagement is a ranking factor in social search

16. The Platforms

17. Facebook
2 billion searches a day

18. Facebook
Your Profile:
● Use keywords in your Business Category (when available) & Business Description
● Location of the searcher and the location of you is a factor

19. Facebook
Your Content:
● Use keywords in caption
● Choose image/video that is reflective of keyword
● Hashtags not a search ranking factor (except Reels)
● Video content typically performs
○ In Reach, Engagement, & Search

20. Instagram
83% of Instagram users say it
helps them discover new
products and services

21. Instagram
Your Profile:
● Use Keywords in Name Line - 64 Character Limit
● Use Keywords in your Bio

22. Instagram
Your Content:
● Use keywords in the caption, hashtags, &
alt-text
● 30 hashtags (if there are 30 relevant
ones), mix of popular & niche
● Struggling with reach? Carousels & Reels

23. TikTok
40% of Gen-Z prefer searching
on TikTok & Instagram than
Google

24. TikTok
Your Profile:
● Use Keywords in Name Line
○ 30 Character Limit

25. TikTok
Your Profile:
● Use Keywords in Name Line
○ 30 Character Limit

26. TikTok
Your Content:
● Use keywords in the caption,
hashtags, & in the actual video
(text/sound)
● 3-5 Hashtags, mix of
trending/popular tags & more niche
ones

27. YouTube
Second most popular search
engine next to Google

28. YouTube
Your Content:
● Titles:
○ Use keyword as close to the beginning as possible
○ 46 characters ideal

29. YouTube
Your Content:
● Description:
○ Above the fold: brief description, use primary keyword
○ Below the fold: secondary keywords

30. YouTube
Your Content:
● Description:
○ Below the fold: secondary keywords
○ Call to action

31. YouTube
Your Content:
● Tags
○ Include keywords
○ 5-8 is ideal
○ Hidden - inspect code to see
these

32. YouTube
Your Content:
● Hashtags
○ Use 3 hashtags, focused on
keywords

33. YouTube
Your Content:
● Hashtags
○ Use 3 hashtags, focused on
keywords
● File Name
○ Name your video file your
YouTube Video Title

34. YouTube
Your Content:
● Audio
○ Use keywords
● Enable Closed Captioning
○ Auto-generate transcripts in
most cases

35. YouTube
Your Content:
● Audio
○ Use keywords
● Enable Closed Captioning
○ Auto-generate transcripts in
most cases
● Add Category

36. SHORT VIDEO RESULT TYPES

37. Poll
Have you seen short video result types
during a mobile search yet?
1. Yes
2. No

38. Short Video Result Type
Platforms appearing:
● Instagram Reels
● Facebook Reels
● TikTok Videos
● Youtube Shorts

39. Short Video Result Type
Your Content:
● Use target keyword in:
○ Hashtag
○ Caption
○ Audio and/or Text on Video

40. Short Video Result Type
Your Content:
● Your cover image should be sourced from
the video and be most reflective of your
keyword

41. Creating your Social Keyword Strategy

42. Maximize your Content
● The keywords you’ve found for you site aren’t just things people want to know on Google -
reuse keywords and content you’re already planning to target
● Refine keywords by using things like autosuggest on each platform
Choosing your Social Media Keywords

43. Search Volume
● Some SEO tools (like Conductor) will provide data on daily social mentions
○ Conductor also provides data on which keywords have video & video carousel result
types
● Other ways to validate Search Volume on social is the volume of use on a hashtag, on
Instagram - does it have an explore page?
Choosing your Social Media Keywords

44. Relevance & Intent
● Before finalizing your social media keyword strategy:
○ Make sure it is relevant - not only to your content but to your target audience
○ Make sure the search intent is in line with the type of content you’re creating
Choosing your Social Media Keywords

45. Measure engagement, follows,
and website traffic.

46. Track your website traffic
from social accurately.
Re-consider using sites like linktree.