Maximising search with social

Louise Giddings

SEO Manager at RAC

Louise Giddings

Louise Giddings

Louise Giddings

Louise Giddings

Louise Giddings

POV: you’re watching someone in SEO talk about social media

Louise Giddings

Louise Giddings

Here I am

Louise Giddings

I realised something…

Louise Giddings

I realised something…

I’m a really bad actress

Louise Giddings

Plastering myself all over social media :)

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Louise Giddings

Louise Giddings

Louise Giddings

Louise Giddings

Louise Giddings

Louise Giddings

But that’s not what I want to talk about today.

Louise Giddings

Tired of the debate “is tik tok going to become the new Google?”

🥱

Louise Giddings

Louise Giddings

Louise Giddings

Louise Giddings

Louise Giddings

A few weeks later I took my search back to Google

Louise Giddings

Louise Giddings

Louise Giddings

But if I hadn’t seen them on socials, I wouldn’t have clicked

And this shows how much the user search journey has changed.

Louise Giddings

Before social media, users landing on Google at the awareness or interest stage

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Now, users are landing on Google much closer to the decision stage

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= more high quality traffic

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I want to change the idea that search and social are competing with each other

Louise Giddings

Louise Giddings

Me telling people how search and

social can work together

Louise Giddings

Social media is still not a ranking factor

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Without see the benefit, hard for companies to justify putting effort into it

Louise Giddings

ranking factor

=

companies wanting measurable results

Louise Giddings

There are other measurable results you could see when with search and social

But I think…

Louise Giddings

Louise Giddings

Increased traffic to your website

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More of a well known benefit of social media

Louise Giddings

Make your content

work harder

Louise Giddings

Louise Giddings

There is so much more your content could be doing

Louise Giddings

Louise Giddings

Traffic

Louise Giddings

Louise Giddings

Your social team has no idea of the key points or why it’s worth reading

Louise Giddings

Share your keyword research, key points and what people are asking

Keyword research

Engaging for socials

Key points

Louise Giddings

Hook with something to draw users in

Key points from the article

End with a clear CTA

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Engaging

Hooked me in

Reason to read more

Louise Giddings

Louise Giddings

Embed your social post into your content

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Customers being served your content on their social media

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Continuous cycle

Louise Giddings

3. Repurposing your blog post content into videos

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Get someone comfortable behind the camera and use the same hooks and information

Louise Giddings

Short form video snippet on Google

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Social media videos in SERPs

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Tik Tok’s visibility in the SERPs

Louise Giddings

Louise Giddings

Louise Giddings

1. Showing up for relevant searches with your social media and website

Louise Giddings

2. Allows you to meet a wide range of user intent

Louise Giddings

Louise Giddings

Improving organic

conversion rate

Louise Giddings

You trying to get your customers to the end of the buying journey

Your customers

Louise Giddings

You and your customers skipping straight to action stage of the funnel

Louise Giddings

User generated content

Louise Giddings

Apparel & Accessories (+4.3%)�

Health and beauty (+4.67%)�

Electronics (+2.11%) �

Home & Garden (+3.49%)

(Yotpo.com)

Users who interact with UGC 152% more likely to convert

Louise Giddings

An example of this working happened to me

Louise Giddings

Louise Giddings

Their profile showed up on my Instagram explore page

I gave them a follow

Louise Giddings

Profile showcased their products

Got to know brand tone of voice and style

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Helped build brand trust

Louise Giddings

Searched

‘lip stains that last all day’

And Wonderskin were in position 7.

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Social media

Website

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Louise Giddings

💗

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They had converted me without me even realising how.

(It is a really good lip tint though)

Louise Giddings

1. Aligned search and social across key points in my journey

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• Showed me products, benefits and brand ethos on social media through UGC. �
• Saw them later on Google, legwork from positive reviews on socials paid off�
• Didn’t take me long to convert as I knew the benefits already

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Louise Giddings

2.Created a cohesive user experience

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• Same TOV, images and marketing across both channels �
• Landed from Google, felt familiar to the brand I already knew �
• Made me feel confident buying the product there and then

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Louise Giddings

Louise Giddings

Want you to leave with clear, actionable steps

How you’ll feel implementing these techniques

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1. Repurpose your blog post content

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• Pick 4 highly performing or upcoming blog posts�
• Turn them into static and video content�
• Work closely with your social media team, sharing your keyword research and key points�
• Make sure include articles in LinkTree or similar to make it easy for users

Louise Giddings

2. Utilise user generated content

• Work with your social team here to get UGC to products you want to drive organic traffic to. �
• Post it on your own social feed. �
• Building brand trust with users before they land on Google. �
• Just like me with Wonderskin, could equal an easy organic conversion.

Louise Giddings

3. Look at your socials and website

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• Do they align across both channels?�
• The pages you’re driving traffic to match your socials�
• Your social media is an extension of your website and brand�
• You want to create a seamless user experience, otherwise you risk losing brand trust you’ve built

Louise Giddings

Thank you!!!!