Let’s talk about Search and Social
In 1999, where would you go to find an electrician?
In 2005, where would you go to find an electrician?
In 2014?
Where would you go to find that electrician? Probably Google still, but most likely you’ll feel better about the electrician if you get a recommendation from your network.
How we find information and the sources we trust have changed throughout the years, and it is very unlikely that most people keep the Yellow Pages in their households anymore, except to start their fireplace or as a booster seat for their infants.
That’s the difference between searching on Google and searching within your network – the level of Trust.
Your Trusted Network vs. Your Trusted Search Engine
- Does your business want to show up on Google?
- Are people recommending your business on social media sites?
- Neither is objectively more important. In fact, it could be argued that they go hand in hand.
What people are talking about on their own trusted networks is actually an important factor that increases your search rankings.
If you haven’t heard the term yet, we’re about to talk about the importance of something known as soft searching.
Soft-Search
What is Soft-Search?
When millennial’s need to inquire about something, they could use Google, but they know Google doesn’t know them as much as their friends do.
Instead of using a search-engine, they instead log into Facebook, Twitter, or Google+ to find the answers they prefer.
This is a soft-search; It is a new kind of search that not only millennials’s are using, but people of all ages are searching through their network to find the answers they’re looking for.
For example, you ask: “Can anyone recommend an awesome photographer in the city?”
Your network then gives you a number of diverse recommendations. The question is, will your business be one that is mentioned in those comments, threads, or Twitter conversations? If so, you can be in a good position.
How it helps people find you
If your business is being mentioned on a social outlet, whether it’s in a comment, tweeted, given a +1 on Google, this is going to help your search rankings. It is no longer just about your blog or your website or the SEO keywords you’re using, conversation about your brand on social platforms is an integral part of being found.
Are you listening for soft searches?
You can leverage the power of soft-searches by starting a conversation on various social outlets. If you don’t know where to start a conversation, you can start by conducting social-searches on Twitter by searching for something like: “Looking for Photographer Philadelphia.” If you use Hootsuite, you can specify which geographic region you choose to search and just search for “Photographer recommendations” OR “Looking for photographer.”
Be more personable and have someone within the company use his or her own Twitter account to search for and reply to these.
Your content strategy
To get these conversations started, you also should have a quality content strategy in place. Good content brings people to your website.
Be efficient with your content strategy. What do you think your customers may be searching for on social media? Use that to create better content that caters to your potential customers’ questions.
You only have to create said content once, just be sure to promote it everywhere. Whether people ask their network for recommendations, if your content is compelling enough to be shared around, someone will inevitably take notice and recommend you. It is your job to make people want to engage with your brand.
Keep in mind, “content” doesn’t always have to be as elaborate as a blog post or white-paper, content can also refer to tweets or Facebook posts as well. By posting engaging social content, you’re improving your SEO value.
Make soft searching and content work for you
Google is important, but it’s not everything. When you take some time to understand your audience and their behaviors online, you can actively take part in the conversations that are taking place within your industry.
Great SEO does not happen overnight, but when you take into consideration how you can put your social and content strategy together, you will increase your search rankings and drive better results.