How to leverage social search for effective on-site optimization

Experimentation is an underutilized tool in content strategy for SEO.

Traditionally, we create content based on research and theory, wait months to see how it ranks, then iterate if needed – an ongoing cycle.

However, the rise of social search platforms presents an opportunity to accelerate this process.

Social search allows users to discover content through social interactions rather than just keyword searches.

By leveraging real-time data, trends and user-generated content on these platforms, SEOs can test and refine content much faster than waiting for traditional ranking signals.

Embracing a “search everywhere” approach powered by social data can help find optimized content solutions sooner.

This article explores how integrating social search insights can enable more efficient content testing, optimization and on-site enhancements. 

Understanding social search 

Social search continues to be a key driving force behind the evolution of search marketing.

Within a search everywhere strategy, social platforms offer a unique avenue for users to discover content through social interactions rather than traditional keyword-based searches. 

Unlike conventional search engines, which primarily rely on algorithms to rank and display results, social search platforms leverage content creators, user-generated content (UGC), brand communities and engagement metrics to surface relevant information, providing a more personalized approach to search that resonates with younger audiences.

The significance of social search lies in its ability to reflect real-time user behaviors, trends, interests and preferences. By tapping into the collective wisdom of online communities, these platforms provide invaluable insights into trending topics, user sentiments and emerging discussions. 

When we partner this with our traditional search efforts, understanding and harnessing the power of social search can unlock new opportunities for content discovery, audience engagement and more efficient content optimization.

Social-led search content testing

Where algorithms continuously evolve and user preferences shift, iterative content testing emerges as a crucial strategy for achieving sustained success.

Content testing lets search marketers try various strategies, formats and messages to find what connects best with their audience. While not a new concept, social search accelerates the process of gaining insights compared to traditional methods.

By systematically testing and refining content elements such as headlines, keywords and calls to action, strategists can optimize their content for maximum impact, driving higher visibility, engagement and conversions – both on social search platforms and traditional search, essentially unifying the search universe.

Social search platforms are excellent for quick content testing due to their real-time nature, large user base, and varied engagement metrics. Unlike traditional methods, which can take weeks or months, social search gives instant feedback.

The interactive nature of social search platforms lets you engage directly with your audience to understand their preferences and concerns. Social interactions like comments and shares help gauge content effectiveness early on before Google ranks it on a SERP.

Below are practical ways to deploy iterative social search content testing:

Polls and surveys

• Social search platforms have tools for polls and surveys, helping you gather data on audience preferences and behaviors. 
• Asking specific questions about content topics or formats lets you understand audience sentiment and adjust your strategy.
• This technique is essential in establishing FAQ-type queries that can surround my content on a particular topic.

Question-based posts

• Crafting question-based posts encourages audience engagement and fosters meaningful discussions around specific topics or pain points. 
• Gathering feedback from the community helps you find valuable insights and improve content. 
• These insights should then be mapped to keywords/clusters to assist in understanding what content solutions need to be included as H2s/H3s within content.

Analyzing engagement metrics

• Looking at likes, shares and comments gives you a better understanding of how your content is doing and what people think about it. 
• Tracking these metrics allows you to spot trends and improvement areas, quickly refine strategies, learn from failures and find success faster. 
• If a post doesn’t do well on social search, it’s a sign we may need to adjust it for traditional search, too.

Dig deeper: How to turn polls and surveys into great content

Integrating social search insights into on-site optimization

In search marketing, engaging users and being relevant are crucial. Include social search insights in on-site optimization, especially if your brand targets younger audiences who use social search in their search process. Social search platforms provide lots of up-to-date data, including UGC, which gives valuable insights into what audiences like and do.

Let’s discuss the areas directly affected by this approach to testing and improving content.

Content development and keyword targeting 

• Social search and forum platforms are rich sources of user-generated content that can guide content creation and keyword strategies. 
• By tracking trends and popular topics, you can find relevant keywords and themes more effectively than through traditional keyword research. 
• Analyzing social engagement helps refine content creation by showing what resonates with the audience. If something doesn’t work, it can be adjusted and tested again easily.

User experience enhancements 

• Insights from social search can help improve user experience on websites, like navigation and design. 
• By knowing how users interact with content on social platforms, you can adjust on-site elements to match their preferences. 
• For instance, if social search suggests people like visuals or shorter content, you can update how and where you present content on the website.

Dig deeper: The SEO-UX paradox: Achieving visibility without sacrificing user delight

Link building and internal linking strategies 

• Social search platforms can affect how you build links and connect content internally by helping you find authoritative sources, influencers and relevant content online. 
• By engaging with these connections, you can get valuable backlinks and boost the visibility of your content. 
• Also, using social search insights in your internal linking strategy improves how easily users find content on your site.
• For instance, if users often go to page X after reading content piece A on social search, we can link to page X within content piece A on our site.

Practical techniques for a more seamless social search integration 

Using social listening tools helps track brand mentions, trends, and audience sentiment on social platforms. This information guides on-site optimization and content creation. 

Sharing on-site content on social media and vice versa boosts visibility and promotes a holistic search marketing approach. Creating shareable content for social platforms and engaging with communities drives traffic to our site, building authority and trust. 

Analyzing on-site and social engagement metrics shows how content is performing and guides optimization efforts for ongoing success in a search-focused strategy.

How we can maximize the search optimization process 

Search marketing is an ongoing process of improvement, adapting to changes in search engines, user behavior and market trends. We must continually refine our strategies to stay ahead and make the most impact. 

This means regularly adjusting keyword targeting, content, technical setup, and links. By tracking metrics, analyzing data and adjusting tactics, we can improve website visibility, traffic and conversions.

The feedback loop 

Silos must go. This collaborative process between search and social marketers could assist brands in aligning teams.

Continuous optimization relies on a feedback loop between social search insights and on-site efforts. This involves collaboration between social and search teams.

Social platforms provide valuable data for on-site strategies. SEOs can learn about user preferences by listening to feedback, monitoring trends, and analyzing metrics.

This helps inform content, keywords, user experience and links on-site. Integrating social insights into optimization keeps websites relevant and competitive in social-first search marketing.

Dig deeper: Search universe analysis: A deep dive

Accelerating SEO success with social search insights

In today’s democratized search landscape, integrating social search insights is vital for maximizing on-site optimization and SEO success. 

Embracing social search unlocks new avenues for content discovery, engagement and conversions.

As we enter the “search everywhere” era, harnessing the power of social data will separate optimization leaders from laggards. Those who effectively leverage these insights will accelerate SEO wins and shape the future of search marketing success.