📱 What Is Social Search?
Hello! Adam Thornhill here. ‘The Podcast Guy’ saving you 10 hours a week.
Enjoy the 139th Podup, with special thanks to RhinoRating.
Today, we’ll dive into the best insights and ideas from In Growth We Trust.
Search isn’t dying. It’s shifting. TikTok and YouTube are becoming the go-to platforms for generic queries that were once dominated by Google. Carrie Rose, Founder of Rise at Seven, observes this pivotal change in how we use search.
Search behavior is changing
About a year ago, we saw keyword volumes on Google start to plummet.
Take ‘bars in London’. Volume for this is the lowest it has been for 15 years.Â
My clients panicked internally. They thought there’s no demand for this anymore.
I said no. This isn’t a demand problem. People are going somewhere else instead.
Where are they going? Platforms like TikTok, YouTube, and even Instagram.
On those platforms, ‘bars in London’ is the highest it has ever been.
Social isn’t just where you discover brands. It’s a new search platform.
People use social to discover answers to search queries. They’re looking for products and ideas.
Carrie Rose
Actionable TikTok tips
TikTok is the next search engine. We’re investing more SEO budget into it.
We now have a social SEO team. They create and optimize content for search.
Some people think I’m crazy, but it’s already generated £1M since I launched it.
You can start by doing keyword research. Break it down by intent and focus on commercial terms first.
The second step is creating lots of content. You can take comments and questions from your existing content to give you ideas on what to create next.
The third step is optimizing your content, so putting keywords in the captions, using long form captions, and mentioning the keyword in the first 3 seconds.
You can also manipulate the algorithm by getting more views with paid ad spend.
Carrie Rose
Why it matters
As consumers migrate to social platforms for their search needs, your business must adapt. The rise of social search offers a new opportunity for engagement, discovery, and conversion, one that consumer facing brands can’t afford to ignore.
Next steps
Quantify the opportunity. Utilize tools like keywordtool.io to identify high-intent commercial keywords that align with your product or service.
Test before you invest. If keyword volumes offer a large enough opportunity, create a small budget to create and run social ads.
Embrace social SEO. If you already have a strong social presence, get a member of your team to create and optimize content for social search.
Your thoughts?
More from Podup
Master YouTube with insider tips. Colin & Samir reveal how to turn your channel into a million-dollar success.
Thanks to RhinoRating for making this post possible…
Struggling to stand out online? RhinoRating is your guide to the top!
Turn your happy customers into a stampede of 5-star reviews.
With over 9,000 glowing reviews generated, RhinoRating is the secret weapon you didn’t know you needed.
And the best part? Get started with a 30 day money back guarantee.
Zero risk, all reward. Ready to charge ahead of the competition?
P.S. You’ll get a FREE Google My Business audit if you submit your interest today 🚀
86% of readers have decision-making authority or influence. Reach C-Suite Execs, Directors/VPs, Senior Professionals, and Business Owners/Founders with Podup.
Quotes were pulled at different points of the episode. Sentences were left out to make the narrative more concise. Podup is not associated or affiliated with any podcast.