When it comes to using keywords in social media, most brands stick with a simple copy-and-paste strategy. Whatever keywords they are using on their websites, they stick a few of those onto social media and call it good.
That's better than no social keywords, but social networks are unique channels, and you can increase your engagement by choosing social-specific keywords better tailored toward those audiences. And we've got tips on how to do it!
Focus on Brand Names and Broad Descriptions
People are using social media for their organic searches more and more often. But they tend to be casual and more than a little vague, especially when all they remember is "That one product my associate told me about," or "That trade booth with the demonstration." So help them out. Make sure your brand names are fully represented in both your posts and your business profile. In addition, include general language in your posts that describes what you're selling the way people might search for it. If you are selling a "HealthTrac" it's a good idea to also call it a, "mobile health monitoring watch" in a post so that both results will come up.
Use Local Information
Social media sites are frequently used to explore local businesses and nearby product solutions. It's important to include local keywords and your business address in all social media profiles. This is basic local SEO work, but also a fundamental step in social media keyword research. Remember, today's busy prospects are very interested in a solution that's close at hand – locality can trump many other factors.
Recruit Targeting Data
Whenever possible, use demographics to fuel social media keywords. Facebook ads are particularly good at this. After you finish targeting a Facebook ad, you've covered purchase behaviors, residential profiles, interests, and much more. Use that profile data to help fuel related keywords: Many of the tags and categories used in targeting make good social media phrases as well. Here are a few other ways to use Facebook keywords search functions to help come up with keyword ideas.
Pay Attention to What Your Competitors are Doing
One nice thing about social media is that it makes competitor research really, really easy. Just surf on over to competitor profiles and check out their latest posts! Pay attention to the descriptions and key phrases that they use. If they have a particular approach that you like, don't be afraid to use it yourself. This makes it more likely that a social media user will come across both your profiles when searching for similar terms.
Tap Into Trending Topics
Keep tabs on industry trends and see if any particularly interesting trending phrases appear. Even highly professional B2B industries encounter trending topics on social media due to everything from investment news to the latest home makeover show. When you see that a new phrase is getting a lot of attention, include it in your next post to help earn more views. Just don't go too broad – general pop culture keywords won't do you any favors here.
Include Popular Alternative Wording
This is a good idea for all SEO, but it's particularly important on social media because you have less content to get your point across, and social media search engines aren't as good as Google at automatically including alternative phrasing. Let's take that made-up healthcare description from above, "mobile health monitoring watch." If you were to use that for one post, you may want your next post to use a phrase with alternative wording, such as, "mobile health data wearable" or "mobile monitoring solution."
Adjust for Your Popular Social Networks
For your most popular social media channels, tweak keywords to match the nature of that network. For Facebook, consider being more casual. For LinkedIn, use more professional terms and extra job-related information. You get the idea – personalize keywords to the sort of people who use those social networks.