1. Blurred Lines
Between Social & Search
Marketing

2. Who we are.
Hannah
Director & Co-Founder
Millennial 🙈
Hannah Lena
Director & Co-Founder Social Media Advertising
Executive
Millennial 🙈 Gen-Z ✨
Ellen
Digital Marketing Coordinator
Gen-Z ✨

4. SPIDERS 2023 Finalists
-Best small agency
-Best in social media
An award winning
agency.

7. Blurred lines between Social &
Search Marketing.

8. What we will cover.
What does social search mean?
Why is social search important?
How does social search work?
How to optimise your content for
search

9. Firstly, what does Search
Marketing mean?

10. What is Search Marketing?
“Search marketing is about driving
traffic and increasing visibility from
search engines through paid or
organic activity”

11. Then what does Social SEO mean?

12. What is Social SEO?
“ The process of optimising your
social media profiles & content to
increase its visibility &
discoverability”

13. So does this mean I am going
to ‘go viral’ ?

15. What is Social SEO?

16. What is Social SEO?

17. It’s not always the highest
viewed or liked videos that show
in searches which really evens
the playing field & lets your
content do the hard work for you.
TikTok wants to show the content
that solves a user’s query
TikTok Search Results Page

18. Instagram offer a range of
static, carousel and reel content
to provide users with a selection
of resources.
[and will sometimes bring
irrelevant queries…]
Instagram Search Results Page

19. And optimising your social
content for search doesn’t just
mean so it will rank on social
TikToks, Instagram reels,
Facebook videos & YouTube
shorts are all now appearing in
Google Mobile Search Results
Google Mobile Results Page

20. So even if you are a traditional
‘SEO’er’ at heart who isn’t sure
about this whole ‘TikTok’ thing…

21. You will be as frustrated as we
have been at the struggle to get
excellent, well written blogs and
helpful landing pages to rank in
a sea of over SEO’d, AI generated
content that isn’t user friendly.
Google Mobile Results Page

22. So let’s convince you to give it
a go…

23. So why is social search
important for your brand?

24. Social Media is more than pretty pictures.

25. “As of 2022, Google’s own data reveals that
40% of 18–24 year-olds prefer to search using
Instagram or TikTok instead of Google”
Originally appeared on Google:

26. In a poll carried out on
Part Three Digital’s
Instagram, 44% voted
that they prefer using
TikTok for search over
Google and Instagram.
Part Three Digital | January 2024
43%
44%
13%
Google TikTok Instagram

27. “Instant visual
results!”
Part Three Digital | January 2024
“Avoids endless
scrolling to get results
that you WANT!”
“The best for
honest & authentic
answers from real
people!”
Why do they use TikTok?
“You can scan
multiple videos
for credibility.”
“It’s so much
quicker.”
“It’s just
handy.”

31. So, what are we searching for?

32. So how have social channels
managed to ‘steal’ this traffic?

34. 1.) Community & Authenticity.
Users want authentic information, from authentic people with authentic experiences &
opinions, who they can connect with

35. “TikTok is an amusement park. It is the one place where
brands can be human. They can be whatever tone they want
to be and connect with fans authentically on there.
TikTok, What’s Next Trend Report, 2024:

36. “Many people come to Instagram to find
communities where they haven't outside, offline.
You are giving them something that they have
always searched for, and they will help you grow.”
Instagram Creators, 2023:

37. 2.) Speed.
Social media shows relevant content faster than Google, more on that later…

38. 3.) Visual.
Little to no reading required

39. I want a margarita recipe.

40. 👁👄👁
🤡

41. 🍸
💃

42. But not everyone has TikTok?

44. But let’s not forget…

45. Just because you say you are
not on TikTok

46. Does not mean you are not
watching “TikToks”

47. Facebook Instagram YouTube Shorts

48. So should your brand be on
TikTok?

49. GLIMPSE Google Trends
Chrome Extension
This allows you to find out
what social channel is being
used for discovery for your
chosen keyword

50. Allowing you to make
informed decisions on your
social focus.

51. “leggings” “glamping” “paris restaurants”

52. Audience participation required.

54. Search “best brunch in Belfast”
on Google

58. Ok, well where is the best brunch
spot in Belfast then?

62. Search “brunch Belfast” on
TikTok or Instagram

64. How do you become more
discoverable?

66. 1. Understanding your
audience.

67. What do they care
about? 💅

68. What are they
interested in outside of
your brand?

69. Where do they spend
their time?

70. Who do they follow?

71. What are they
searching for?

73. Beer Gardens
Where do they spend their time?

74. What are they interested in?

76. 2. R.I.P hashtags.

77. Are hashtags dead? 💀

78. No!
They are one of the best ways
to increase discoverability.

79. ✨Hashtag Top Tips ✨

80. Use 2-3 Hashtags specific to your
brand.

81. Please do not hide your hashtags in
the comments.

82. 3. Research keywords.

83. So, you want to rank for a digital marketing
agency?

84. Find your base keyword.

85. Digital Marketing.

86. Type your base
keyword into
Instagram & TikTok
and look at the
suggested keywords
that appear

87. Search these
keywords in TikTok
and look at the ‘others
searched for’ for more
keyword inspo

88. Explore Keyword Insights
on TikTok.
Searching keywords via
desktop by location,
industry, objective &
dates for popularity.

89. And this doesn’t just improve your organic
social search profile.

90. These keywords can inform Google
Ads campaigns, social advertising
targeting & creative.

91. 4. Incorporate keywords into
content.

92. So in your video you want to ensure…

93. Speak your keyword in the first 3
seconds, using in-app subtitles

94. Include your keywords in
text overlay

95. Include your keywords in
your captions

96. And please, please do this natively on each
channel.

99. Natively inputting keywords into text
overlays & captions tells the platform
what your content is about.

100. And don’t forget about your profile page.

102. 5. Trends.

103. Trends not only keep your brand relevant & fresh
but also illustrates that your brand is staying sharp
and paying attention to what is happening socially

104. But you do not have to jump on every
single trend.

106. Trending audio.

108. Extra Ways to Optimise.

109. Alt-Text.

110. Alt-Text is an effective way of
increasing the accessibility of
your static content.

111. When writing your
alt-text, all you
need to do is write a
concise, descriptive
& relevant sentence
describing what is
in your image.

112. Topics.

113. Topics allow you to
add up to 3 key
categories to your
Reels.

114. This allows the algorithm to learn more
about the content that your brand is
posting & helps match your Reel with
viewers.

116. Content = 100% Optimised.

118. Key Takeaways.

119. 1. Social search exists and is very real.
x
2. Know your audience and where they are searching.
3. Find your keywords and hashtags.
4. Use them in your voiceover, text overlay and captions.
5. Create content native for each channel.
6. Optimise your profile page.
7. Find trends that work for you.

120. Reap the rewards.

122. Thank you.
Fancy a chat?
Email hannah@partthreedigital.com