Connect with us

Uncategorized

10 Top Tips To Help You Nail Pinterest SEO

Published

on

10-top-tips-to-help-you-nail-pinterest-seo

If you’ve dismissed Pinterest as a casual social media platform or visual content aggregator, think again – Pinterest is a powerful content discovery tool that connects your brand directly with online shoppers. That’s why learning how to leverage Pinterest SEO is so important.

Pinterest can boost your visibility and drive significant traffic to your site. The platform is known for its continuous scrolling feature, and according to their own research, 75% of weekly Pinterest users say they’re always shopping.

With the right SEO strategy, you can tap into this eager audience, grow your brand visibility, and drive traffic to your website to boost sales. Not sure where to start? Not to worry: This post includes everything you need to help you develop and nail your Pinterest SEO strategy.

Bonus: Download a free guide that teaches you how to make money on Pinterest in six easy steps using the tools you already have.

Advertisement
free widgets for website

What is Pinterest SEO?

SEO, or search engine optimization, is the practice of increasing the organic visibility of a web page in search results. SEO can get complicated, but at its simplest, it’s about telling search engines what your content is about using keywords.

When people talk about optimizing content for search engines, they usually mean Google — but Pinterest is also a search engine.

Advertisement
free widgets for website

Pinterest works like any other search engine: Type in a keyword or short phrase in the search bar, and the platform delivers content related to your search.

Pinterest SEO is the practice of optimizing your content, known as pins, to improve its visibility in search results.

Like Google, using the right keywords will help your content reach the right audience. Still, to improve your SEO for Pinterest, you’ll also need to consider image formatting, audience engagement, and advanced features like Rich Pins.

How does Pinterest SEO work?

The Pinterest algorithm uses a combination of four factors to determine the order in which pins appear.

Improving your overall Pinterest SEO strategy means tackling each of these factors:

Advertisement
free widgets for website
  • Domain quality, which ranks the perceived quality of your website based on the popularity of the pins linked to it
  • Pin quality, which evaluates the quality of your pin based on its engagement and popularity
  • Pinner quality, which is a measure of your account’s overall activity and engagement with the platform
  • Topic relevance, which matches the keywords used in your pin with the search intent (e.g., if someone searches for “chocolate chip cookie recipe,” a pin that includes those words is more likely to appear)

Here’s an example of the top Pinterest search results for “chocolate chip cookie”:

pinterest search results for chocolate chip cookie

These pins and Pinners all have something in common: In addition to creating beautiful, high-quality visual content, they also leverage Pinterest SEO best practices to make sure that their content is always visible to a wide audience.

individual pin for chocolate chip cookie with SEO attributes highlighted

Each of the pins in the “chocolate chip cookie” sample search has hundreds of comments (pin quality), and the pinners all have hundreds of thousands of followers (pinner quality). The pins include the search term (topic relevance) and come from active, engaged users who pin often (domain quality).

With this in mind, how can you get your pin to the top of the heap?

10 can’t-miss Pinterest SEO tips [+ 1 secret!]

1. Start using a business account

A free Pinterest business account includes features like Pinterest Analytics, where you can see how your pins perform. You’ll also be able to log into the Pinterest Business Hub and take advantage of specialized keyword research tools (more on this later).

There are two ways to get a business account:

Advertisement
free widgets for website

Convert your personal profile into a business account, or

convert your personal Pinterest profile

Sign up for a new business account. It should be separate from your personal account and use a different email:

sign up for a pinterest business account

After that’s done, you’re ready to start making Pinterest work for your brand.

See also  Meta for Business: How To Get the Best Results From Each Platform

2. Optimize your public profile

Next, you’ll want to optimize your public profile for success. Take a look at Hootsuite’s Pinterest profile below:

hootsuite's pinterest profile with SEO elements highlighted

1. Profile Photo

Your profile photo should be uploaded as a square, which will automatically be cropped and displayed as a circle. Most brands use their logo as a profile pic, but you can also use a photo of yourself if you are the face of your brand (influencer, lifestyle blogger, etc.).

Advertisement
free widgets for website

2. Name

Choose something descriptive and SEO-friendly, such as your brand name.

3. Username (@ handle)

Your handle will appear in your Pinterest profile URL. It must be made up of just letters or a combination of letters, numbers and underscores. It must be between 3-30 characters and cannot have spaces or punctuation

Use your brand name if possible (ex. “Hootsuite”), but if your brand name is taken, use the simplest iteration possible. If some other owl had already snagged “Hootsuite,” for example, we could use “HootsuiteOfficial” or “ThisIsHootsuite”

4. Website

Add your website link to your Pinterest profile to help drive new traffic. This will help improve your domain quality too.

5. Bio

Your bio tells other Pinterest users more about you, but it’s also a great place to optimize your profile for keywords that relate to your business. It can be up to 500 characters in length.

Advertisement
free widgets for website

3. Claim your website

Claiming your website allows you to ensure that you’re capturing all the pins and clickthroughs from your content. In addition, when you claim your website, you gain access to analytics for the pins you publish from your site and analytics for pins that other people create from your site.

Pinterest prioritizes Pins created by a website’s owner, so claiming your website can help your pins rank higher among search results.

Claiming your website is a good way to improve your site’s domain quality.

Note: Pinterest previously allowed users to check what people were already pinning from their website, but this functionality has been disabled.

4. Get insight into what Pinners are interested in at this very moment

Pinterest Trends displays a historic view of the top search terms across different regions and countries. This tool lets you see what Pinners are interested in, so you can tag your content and improve your topic relevance. Here’s how it works:

Advertisement
free widgets for website

Visit Pinterest Trends and select the region you want to view:

pinterest trends homepage, which can be used for pinterest seo research

This will display the top trends in your selected region for that month. For example, the top trends for Canada in September included “fall outfits,” “bold beauty inspo,” and “fall nails 2022.”

Next, you can filter trends by type:

pinterest trends detail page showing current trends

You can select from four trend type filters:

  • Top monthly trends
  • Top yearly trends
  • Growing trends
  • Seasonal trends

Pick an end date to view trends data for the period leading up to that date.

You can also filter trends by:

Advertisement
free widgets for website
  • Interests (Art, Beauty, design, DIY, Fashion, Food and Drink, Health, Wedding, etc.)
  • Keywords (type your own)
  • Age Range
  • Gender

pinterest trends detail page

Note: Pinterest Trends is still in Beta, so you may not have access to this tool yet. Pinterest is in the process of making this tool available to everyone, so keep checking back.

5. Get into the mind of a Pinner

Pinterest offers lots of aspirational content, but the best Pinners are focused. They’re on the lookout for “ideas,” “inspo,” and “how-to” guides to streamline and simplify their lives. Keep this in mind when creating your content!

When creating content for Pinterest, make sure that it generates ideas for your audience. For example, gift guides, recipe roundups, or outfit inspo boards attract lots of attention.

Once you know which trend(s) you plan to target, hone your content and board aesthetic to reflect this idea-generating mindset. The better your content resonates with your audience, the more likely you are to improve your pinner quality ranking.

See also  How to Download Instagram Videos: We Rank the Best Apps

6. Create Rich Pins

A rich pin is a type of organic pin that automatically syncs information from your website to your pins. This function becomes available after you’ve created a business account and claimed your website, so do that first!

Advertisement
free widgets for website

There are a few types of rich pins:

Recipe rich pins add the title, serving size, cook time, ratings, diet preference and a list of ingredients to recipes that you save from your site.

a recipe rich pin on pinterest

Article rich pins add the headline or title, the description and the author of the article or blog post from your site.

an article rich pin on pinterest

Product rich pins include the most up-to-date pricing, availability and product information right on your pin.

a product rich pin on pinterest

Using rich pins is a great way to improve your domain quality score. They tell the platform that your website is reliable and up to date.

7. Create relevant and discoverable boards

When creating a new board, it can be tempting to call it “Recipes” or “Holiday Ideas,” but if you really want to supercharge your Pinterest SEO, get specific!

Advertisement
free widgets for website

People tend to decide whether or not to follow your board based on the name. An ultra-relevant board name will improve your pin quality and topic relevance, helping your content rank higher in the search results.

Board names can be up to 100 characters in length. Depending on the device, the title may be cut off after 40 characters.

Here are a few ideas to get you started:

Instead of… Try:
My Recipes Your Name’s Fall Slow-Cooker Recipes
Shoes Brand Name Women’s Casual Shoes 2022
Holiday Ideas Your Name’s Best Holiday Hosting Tips
Our Products Brand Name Best-Selling [Type of Product]

Next, write a description for your board. You can enter up to 500 characters. Descriptions won’t appear when Pinners view your pin in the home feed or search feed, but the Pinterest algorithm uses them to determine topic relevance. So a great description will help get your pin in front of the right audience.

When writing titles and descriptions, don’t worry about keyword variations (ex. hair style vs. hairstyle). Pinterest automatically adjusts keywords for you behind the scenes, so you can avoid keyword-stuffing your descriptions.

Advertisement
free widgets for website

8. Pin to relevant boards

After you create a pin, you can add it to a board. Remember that the first board you pin it to will remain associated with it, so choose wisely. The more relevant the pin is to the board, the better the chances it will rank well (pin quality and topic relevance are at play here).

If you’re saving a pin to multiple boards, pin it to the most relevant board first. This helps Pinterest give it priority in the right places since it will associate the pin’s keyword data with the first board you selected.

9. Use the preferred format for photos and videos

Remember those super-long pins with tons of images and text? Those are a thing of the past, and Pinterest might even deprioritize long posts in search results. According to Pinterest, “Pins with an aspect ratio greater than 2:3 might get cut off in people’s feeds.” Yikes!

But that doesn’t mean you should pin any old photo or video. Instead, to improve your pin quality, make sure you’re sharing high-resolution, appropriately sized content.

To avoid running into issues with your content, make sure to review the current preferred Pinterest formats (2022):

Advertisement
free widgets for website
Media Preferred Format Notes
Image Pins 2:3 image ration Pinterest recommends an image size of 1,000 x 1,500 pixels
Video Pins Shorter than 1:2 (width:height), taller than 1.91:1 Pinterest recommends making your videos square (1:1) or vertical (2:3 or 9:16)
Board cover 1:1 image ratio Pinterest recommends an image size of 600 x 600 pixels

10. Create video content

Like many social media platforms, Pinterest’s algorithm prioritizes video content. Videos allow you to stand out in a sea of continuous scrolling static posts, grab your audience’s attention, and share your brand story. In 2021, Pinterest reported that Pinners watched nearly one billion videos every day.

See also  How to Add Multiple Instagram Accounts and Manage Them (Without Crying)

If you’re already sharing video content on TikTok, Instagram, or YouTube, you’re halfway there! To get started, review the creative specs, then work with your existing video content to create useful, relevant video pins.

Remember, high-quality videos mean higher pin quality and a better position in the search results.

11. (Bonus!) Apply the magic formula for online success

Do you wish there was a magic formula for online success? Look no further! Here’s the secret:

Consistent posting x time = success online

Advertisement
free widgets for website

The secret is that there is no secret – consistency is the key to success with any platform, including Pinterest.

Keep this in mind when creating Pinterest content:

  • When planning your Pinterest content, aim to pin at consistent intervals rather than uploading everything at once
  • Post fresh, relevant content and avoid creating duplicate posts
  • Make sure to pin at the best time of day to maximize performance. You can determine optimal times based on audience location stats and by looking for high engagement periods in your analytics
  • Use the Pinterest Trends tool to engage with what’s popular
  • Give your content time to catch on, but be flexible and adjust your content if something really isn’t performing

And sure, we’re biased, but a dedicated social media management tool (like Hootsuite) is one of the best ways to build a regular and consistent presence on any social platform.

Hootsuite lets you plan and schedule pins, engage with your audience, and find out how your content is performing, so you can focus on content strategy and creation. Plus, you can use it to schedule and analyze content for every other social platform you use (Hootsuite works with TikTok, Instagram, Facebook, Messenger, Twitter, LinkedIn, Pinterest and YouTube!).

Hootsuite Analyze

Try it for free. You can cancel anytime.  

How to find the best keywords for Pinterest

Ready to start finding the best Pinterest keywords for your business? Follow these easy steps to use Pinterest’s own tools for your research!

Advertisement
free widgets for website

To access keyword research on Pinterest, log in to your business account, then click Ads and Create campaign. Don’t worry; we’re not creating a paid ad, and this won’t incur any costs.

create a campaign to start pinterest seo research

Next, you’ll be prompted to choose a campaign objective. Under Drive consideration, select Consideration.

choose a pinterest campaign objective

Scroll down to Targeting details, then continue to Interests and Keywords. Click on Add keywords to toggle that function.

pinterest keyword research

Under Extend your reach, type in a keyword that relates to your content. This can be anything that relates to your audience. The tool will display related keywords as well as the number of monthly searches for each term.

We’ve used generic search terms in our example below, and as you can see, the search volume is in the millions:

Advertisement
free widgets for website

pinterest research showing keywords and search volume

Click the + icon next to each keyword to add these to your keyword list.

The keywords you’ve selected will appear on the left-hand side of the keyword research tool.

When your research is complete, highlight and copy the list and save it in a document for reference when creating pins in the future. You now have a list of high-volume keywords and content ideas you can use to build out your Pinterest content strategy.

Before you know it, you’ll be generating high-quality, super-relevant pins that land at the top of the search results page. Who said Pinterest SEO was hard?

Become a Pinterest pro user with Hootsuite. Use Hootsuite to create boards, schedule and publish your Pins, and measure your results. Keep your boards beautiful and help your customers discover things they love. Try it free today.

Advertisement
free widgets for website

Get Started

Schedule Pins and track their performance alongside your other social networks—all in the same easy-to-use dashboard.

Free 30-Day Trial

Advertisement
free widgets for website

Continue Reading
Advertisement free widgets for website
Click to comment

Leave a Reply

Your email address will not be published.

Uncategorized

How to Create Effective Social Media Guidelines for Your Business

Published

on

By

how-to-create-effective-social-media-guidelines-for-your-business

No matter what industry you’re in, every modern business needs to have social media guidelines.

Social media guidelines lay out the best social practices for your employees. In some cases, these rules are required by law or for legal protection. But ultimately, the goal of these guidelines is to empower employees with the information they need to make the right choices on social media, both for themselves, and for the company.

This is true even if your company doesn’t have a social media presence yet. Whether you have an official Twitter account or Instagram profile or not, you’d better believe your employees are out there on the internet, chatting up a storm.

This article will review:

Advertisement
free widgets for website
  • The difference between a social media policy and social media guidelines
  • Real-life examples from other brands
  • How to use our free social media guidelines template to create your own set of guidelines

Bonus: Get a free, customizable social media guidelines template to quickly and easily create recommendations for your company and employees.

Social media guidelines are suggestions for how employees of a company should represent themselves and the company on their personal social media accounts.

Think of social media guidelines as an employee manual for social media best practices.

They should outline how to behave on social media in a way that’s positive and healthy for the company, employees, and customers alike. Social guidelines may include etiquette tips, helpful tools, and links to important resources.

Advertisement
free widgets for website

Importantly, we really don’t recommend prohibiting employees from using social, or restricting them from talking about your company at all. It’s not a good look to police or censor your team members’ social presence: talk about a morale killer, and say goodbye to any organic ambassador opportunities.

Social media guidelines, it should be noted, are different from your company’s social media policy. They’re also distinct from your social media style guide.

A social media policy is a comprehensive document that describes in detail how the company and its employees use social media. These policies are intended to protect a brand from legal risk, and maintain its reputation on social media. Where a social media policy lays out the rules and repercussions for breaking them, social media guidelines are more instructive.

A social media style guide, meanwhile, defines the brand voice, brand visuals, and other important marketing elements. It is often used by the content creators in an organization to ensure that their posts are “on brand”.

One more distinction: social media guidelines are also different from community guidelines, which set the rules for public engagement with your account or group.

Advertisement
free widgets for website

Want to learn more? Take Hootsuite Academy’s free course Implementing Social Media Governance Within your Organization.

Every single employee (yes, including Maurice in accounting) is a potential online brand ambassador. Sharing social media guidelines is your chance to provide the whole team with tools to help them hype you up positively, inclusively, and respectfully.

Use social media guidelines to:

  • Empower your employees to engage positively on their personal social accounts
  • Educate on social media best practices
  • Encourage employees to follow your official accounts or use official hashtags
  • Distribute your company’s social media strategy
  • Introduce employees to helpful third-party tools and resources, such as Hootsuite’s social media dashboard or Hootsuite Academy training
  • Protect your employees from social harassment
  • Safeguard your company from cybersecurity risks
  • Clarify what information is OK to share, and what is a violation of confidentiality
  • Boost your brand’s reputation on social media
See also  How to Create Effective Social Media Guidelines for Your Business

While social media guidelines are usually crafted to share with employees, anyone else you’re working with can benefit from these best practices too — think corporate partners, marketing agencies, or influencers.

If you don’t create best practices around how your company is represented or discussed on social media, things can spiral out of control fast. And on the flipside, a lack of social media guidelines also can prevent you from benefiting from employee content. An enthusiastic team member, armed with social guidelines and feeling confident about what they’re allowed to say, can become a powerful ambassador for your brand.

Here’s a rundown of core sections you should include in your social media guidelines. But of course, while these details are common, go ahead and tailor any part of this to fit your brand: after all every industry is different.

Advertisement
free widgets for website

In fact, every company is different… so before you lock in any hard and fast rules, you might want to check in with your team. Your employees might have specific questions or concerns that could be helpful to address in your master doc.

1. Official accounts

Identify your company’s official social media channels, and encourage employees to follow. This isn’t just a chance to gain a few more followers: it’s an excellent opportunity to demo to employees how your brand presents itself on social media.

You might also want to identify specific hashtags, too, if those are a core part of your social strategy.

In some cases, companies either allow or require certain employees to run brand-affiliated social accounts. If that’s something your business does, this is a good place in your social guidelines to explain how a team member can (or can’t) be authorized for their own branded account.

2. Disclosure and transparency

If your team members are proudly identifying on their social accounts that they work for your company, it’s a good idea to ask them to clarify that they’re creating social media posts on behalf of themselves, not your brand. Adding a disclosure to their social profile or bio that “All opinions expressed are my own” (or similar) helps make it clear that these are not official viewpoints.

Advertisement
free widgets for website

That being said, if they’re going to discuss company-related matters on social, it’s actually required by law that they identify themselves as an employee. This one’s a rule, not a friendly suggestion. In fact, in the United States, the Federal Trade Commission requires the identification to occur in the relevant post. Just noting it in a bio is not enough.

Mekka Okereke Google digital ecosystems opinions my own Twitter bio

An example of a Google employee’s Twitter bio

3. Privacy

It never hurts to remind your team that confidential company information is confidential off the clock, too. Whether private info about coworkers, financial disclosures, upcoming products, private communications, research and development intel, or other sensitive information, clarify that privacy and confidentiality should be respected across all social media platforms.

4. Cyber safety

Cyber hacks and threats are no joke. Even if your employees are vigilant about phishing scams and the like, it never hurts to review cyber-safety basics, especially if you collect information about customers or clients.

Cyber safety first!

Advertisement
free widgets for website

A quick refresh of cyber security 101:

  • Choose strong passwords
  • Use a different password for every social account
  • Don’t use the same passwords for your corporate accounts
  • Use two-factor (or multi-factor) authentication to login to social networks
  • Limit the personal and professional information you share
  • Use personal credentials for personal accounts
  • Make sure your Internet connection is secure
  • Do not download or click on suspicious content
  • Only activate geolocation services on apps when necessary
  • Practice safe browsing
See also  7 Tools to Help You Remove the Background from an Image

5. Harassment

Guidelines commonly remind staff to be kind on social media. But beyond promoting positivity, businesses should also make clear that they do not tolerate any form of social media harassment.

On the flip side of that is an opportunity to provide your employees with support should they experience harassment. Define your policy for dealing with trolls or bullies, whether it’s to report them, ignore them, or block or ban them.

Tell people how to report issues they may have seen or experienced. If support is needed, tell employees how and where they can get it.

Providing protocol and tools is going to help your team nip problems in the bud before it grows into a full-blown social media crisis.

6. Inclusivity

It’s important for every employer and brand to promote inclusivity on and off social media. Encouraging your employees to do the same is a way to show that you care about them, too.

Advertisement
free widgets for website

Inclusivity guidelines may include:

  • Use inclusive pronouns (they/them/theirs/folks)
  • Provide descriptive captions for images
  • Be thoughtful about representation
  • Don’t make assumptions about gender, race, experience, or ability
  • Avoid gender or race-specific emojis
  • Feel free to share your preferred pronouns
  • Use title case for hashtags (this makes them more legible for screen readers_
  • Use diverse imagery and icons. This includes stock imagery, emojis, and branded visuals.
  • Report and remove any comments deemed sexist, racist, ableist, ageist, homophobic, or hateful to any group or person
  • Make text accessible, using plain language and accessible to people learning English as a second language or those with learning disabilities

Find more inclusivity resources here.

7. Legal Considerations

Your social guidelines can include a reminder to employees to respect intellectual property, copyright, trademarks, and other relevant laws. When in doubt, the rule of thumb is relatively simple: if it’s not yours, and you don’t have permission, don’t post it. Easy!

8. Do’s and don’ts

Of course, while you may want to get into detail with the previous sections, making a quick-to-reference list of do’s and don’ts is a chance to spell things out super clearly.

For example…

  • DO list the company as your employer in your social media bio (if you wish to)
  • DON’T engage with competitors in an inappropriate way
  • DO share company social media posts, events, and stories
  • DON’T share company secrets or confidential information of your colleagues
  • DO express your own opinion — just make sure it’s clear you’re not speaking on behalf of the company
  • DON’T comment on legal matters pertaining to the company
  • DO report harassment you’ve experienced or noticed
  • DON’T engage with trolls, negative coverage or comments

9. Helpful resources

You may wish to include links to helpful resources throughout your guideline document, or you might want to list in a separate section. Wherever you put them, it’s a good idea to link to your social media policy, social media style guide, and community guidelines, so everyone has this info at their fingertips.

Other links you might want to include could be:

Advertisement
free widgets for website
See also  How to Add Multiple Instagram Accounts and Manage Them (Without Crying)

If your company offers social media resources, what better place than your social media guidelines to make everyone aware of them? Whether its tools or training from Hootsuite, or stipends for social media classes, empower the people that work for you to put their best foot (feet?) forward on social.

For instance, may we recommend Hootsuite Amplify? It’s a great way to find vetted content to share and enhance your personal brand.

10. Contact Information and Date

Be sure to also add information where questions can be sent. That may be a specific person, a forum or Slack channel, or an email address.

You should also indicate when your guidelines were most recently updated.

Looking for real world examples of social media guidelines? We’ve assembled a few sources of inspiration.

Advertisement
free widgets for website

Grossmont-Cuyamaca Community College District freedom of speech be respectful and get your facts straight

The Grossmont-Cuyamaca Community College District outlines tips for best practices clearly and concisely. “Freedom of speech must be exercised responsibly,” the page reminds readers. “These recommendations provide a roadmap for constructive, respectful, and productive use of social networking sites.”

Intel Social Media Guidelines

Intel makes every effort to assure employees that they’re not here to censor or police their online behavior. “We trust you,” the guidelines say, both explicitly and implicitly. Right off the top, Intel is clear about its wishes: Be Upfront, Focus on the Good, and Use Your Best Judgement.

Stanford University Communications Social Media Guidelines

Stanford University (yep, the same institution Facebook founder Mark Zuckerberg dropped out of) has social media guidelines that are quite dense, but provide lots of resources and context for users. If your social media guidelines are this thorough, it may be a good idea to review the key takeaways with your team in a workshop or seminar to make sure the details aren’t skimmed over.

Bloomberg School of Nursing University of Toronto respect and accuracy

Bloomberg School of Nursing at the University of Toronto has a very concise, bullet-point list of guidelines that are easy to digest at a glance. It’s a good reminder that how you design your guidelines can help with comprehension, whether it’s a web page, a PDF or a brochure.

Sharp News social media standards accountability

Remember that your guidelines can be as long or as a brief as you wish. Sharp News, for example, only has four guidelines for social media use.

Advertisement
free widgets for website

International Olympic Committee social and digital guidelines Beijing 2022

The Olympic Committee kept its social media guidelines to one page for the Beijing Olympics — albeit a pretty dense one. Leaning on the “do’s” and “don’ts” makes it clear at a glance what is acceptable and what is frowned upon.

Nordstrom employee guidelines social media and blogging

Because Nordstrom is a company that deals with customer service and privacy is important, its social media guidelines are heavily focused on protecting customers. Your own industry will have its own special sensitivities, so adjust your guidelines to fit your specific problem areas (or opportunities!).

We’ve distilled all these hot tips into one free downloadable template. It’s just a simple Google doc and quite easy to use.

Simply make a copy and start plugging in your recommendations to guide your team to social media greatness.

Social media guidelines free downloadable template

Save time managing your social media presence with Hootsuite. From a single dashboard you can publish and schedule posts, find relevant conversions, engage the audience, measure results, and more. Try it free today.

Advertisement
free widgets for website

Get Started

Hootsuite Amplify makes it easy for your employees to safely share your content with their followers—boosting your reach on social media. Book a personalized, no-pressure demo to see it in action.

Book your demo now

Advertisement
free widgets for website

Continue Reading

Uncategorized

TikTok SEO in 5 Steps: How To Make Sure Your Videos Show Up in Search

Published

on

By

tiktok-seo-in-5-steps:-how-to-make-sure-your-videos-show-up-in-search

What if I told you that TikTok SEO can help your content reach more people and even make your videos go viral?

If you’ve been sleeping on your social media SEO strategy, this blog is for you. We’ll walk you through all the juicy details about TikTok SEO specifically, how it works, and how you can optimize your video content to get the most out of it.

Stick with us, and you’ll be on the For You page in no time.

Bonus: Get a free TikTok Growth Checklist from famous TikTok creator Tiffy Chen that shows you how to gain 1.6 million followers with only 3 studio lights and iMovie.

Advertisement
free widgets for website

What is TikTok SEO?

TikTok SEO is the practice of optimizing your videos on TikTok to rank higher in search. Just as you would use keywords and analytics to optimize the content on your website, you can also use these tactics to help your TikTok videos show up in more search results–this includes results on TikTok, as well as Google.

But wait. TikTok isn’t a search engine, right? Maybe not technically, but it still has its own search bar, making SEO an important part of the platform. In fact, Google’s own data found that 40% of young people primarily use TikTok and Instagram for search.

And, although social media posts on TikTok, Instagram, Facebook, and the like were not indexed by Google in the past, they now show up in the SERPs. Fancy that!

Advertisement
free widgets for website

google search result for restaurants in vancouver showing tiktok videos

Your TikTok SEO strategy should include both SEO for Google and SEO for TikTok search. That way, you’re giving your content a fighting chance in all of the biggest online search arenas.

TikTok SEO ranking factors

To understand TikTok SEO, you first need to understand what TikTok looks for when ranking content. There are several core ranking factors for the TikTok algorithm. These are:

User interactions

User interactions can include anything from videos you’ve liked, videos you’ve hidden, videos you’ve added to your favorites, and videos you watch all the way to the end. TikTok takes note of all of this data and uses it to determine which videos to show you.

Video information

All of the information contained in a video can affect its ranking on TikTok. This includes captions, hashtags, sound effects, and music. TikTok looks for videos that contain relevant keywords in their titles and descriptions, as well as videos that cover trending topics.

Devices and account settings

These are settings TikTok uses to optimize performance. They include language preference, country setting (you may be more likely to see content from people in your own country), type of mobile device, and categories of interest you selected as a new user.

Advertisement
free widgets for website

Note that while account settings do factor into your TikTok SEO ranking, they receive a lower weight than video info and user interactions.

What’s not included?

You’ll be happy to hear that TikTok does not factor follower count into its SEO ranking algorithm (though, if you do want to get more followers, we have you covered). This means that if you create great content that speaks directly to your target audience, you have as much chance of landing on their For You page as the biggest TikTok stars.

This is what sets TikTok apart from other platforms like Instagram. And honestly? We’re here for it.

See also  How to Write Your Best Social Media Bio [+28 Free Templates]

Google SEO ranking factors

Anyone who knows anything about SEO knows that Google’s ranking factors aren’t exactly the most transparent topic. That aside, there are a couple of things we know for sure. And, *spoiler alert*, these ranking factors are also going to be a big part of your TikTok SEO tips.

Here’s what Google looks for when ranking search results.

Advertisement
free widgets for website

Keywords

These are the words and phrases that users type into a search engine when looking for answers. For example, someone looking for advice on keeping their hair healthy might search for “hair care.”

Expertise

Google doesn’t just give anyone the top search spot. To earn it, you have to be an authority on the topic.

How do they know you’re an authority? This part is a bit tricky. But, in essence, Google looks at how many other pages link to your page (this acts as a reference and shows what you’re saying is true) and how popular those pages are. This basically means a link from Apple is going to be worth way more than a link from your brother’s local pizza parlor. Sorry, Antonio.

The good news for TikTok’ers is that social media platforms (Instagram, TikTok, Facebook) are some of the most “authoritative” sites in this world. So having a presence on these platforms, and having your content show up in Google search, can really help boost your discoverability.

Relevance

A piece of content must be related to what users are searching for in order to get a good rank. No one wants to see a page on WWII history when they’re looking for makeup brush cleaning tips.

Advertisement
free widgets for website

Freshness

Google generally prefers new content to old, though there are some exceptions to this rule. For example, Google says, “The freshness of the content plays a bigger role in answering queries about current news topics than it does about dictionary definitions.”

How to do TikTok SEO in 5 steps

Now that we know what TikTok and Google’s search engines look for, here are our top TikTok SEO tips.

1. Start with your audience

One of the most important aspects of TikTok SEO is understanding your audience. Knowing who they are and what they’re looking for can help you create content that resonates with them.

If you’re already active on TikTok, you may have a good idea of what your audience likes. If not, consider taking some time to get to know them better. Look at the videos they’re engaging with and the hashtags they’re using. As well, look at the comments and messages they’re sending you. This can help you get an idea of their interests so that you can create content tailored to them.

@skyemareewheatley

You asked for it 🥰😍❤️✌️ #haitcare #haircareroutine #healthyhair

Advertisement
free widgets for website

♬ Storytelling – Adriel

Why does this matter for SEO? Well, understanding your audience can help you craft better titles and descriptions for videos, making them easier to find in TikTok searches. Similarly, you want to create content that your audience wants to see. Or the content they are already searching for. This can give you a leg up when it comes to being discovered by new audiences, too.

@madeleinewould

You asked for a pt 2 and u got a pt 2 🥰 just like last time…these products are just what worked or didnt work for my hair specifically! #hairtok #hairproducts #sephora

♬ Beat Goes On – The All Seeing I

2. Do keyword research

Keyword research is an essential part of traditional SEO, so it makes sense to use it on TikTok, too. Find out what words or phrases your target audience is using when searching for content like yours.

Advertisement
free widgets for website

Remember to consider different ways of phrasing a topic, as well as related keywords. You can do this through tools like Google Ads Keyword Planner, SEMrush, Ahrefs, and more.

Keep in mind these tools are scraping data from Google itself–not TikTok. Because SEO in TikTok is so new, there aren’t currently any TikTok SEO tools that can tell you what people are searching for on TikTok.

But don’t get discouraged. The best way to figure out what people are searching for on TikTok is to use the TikTik platform directly. Simply go to TikTok, open the search bar, and enter any keywords you’ve pulled from your TikTok keyword research.

TikTok will automatically auto-populate the search bar with the most popular keywords related to your query. Look through what it shows you, and select any keywords that match up with your content.

If you want to see even more keyword ideas, try typing in your keyword followed by a single letter. TikTok will then show you all the related keywords that begin with your query and the letter you entered.

Advertisement
free widgets for website

For example:

Hair care “A.”

Hair care “B.”

Hair care “C.”

You can keep repeating this process until you have a list of relevant hashtags and keywords to use in your TikTok SEO strategy.

Advertisement
free widgets for website

3. Add keywords to your content

Once you have your TikTok keyword research completed, start adding them to your content in the titles, descriptions, and captions of your videos. This includes any on-screen text, such as lyrics or explanations.

@skinbyhelen

It would’ve saved my hair from all the damage over the years 🫣 #haircaretips #haircare #iwishiknewthisearlier

♬ Chillest in the Room – L.Dre

Also, be sure to say the keywords out loud! That’s right, TikTok’s algorithms prioritize videos where the keywords are actually spoken.

You’ll also want to include your keywords in any hashtags you use, as this will help people find your posts more easily. Use both your main keyword and any variations of your keyword that make sense. But don’t overdo it. Make sure you know the optimal number of hashtags to use on each platform.

Advertisement
free widgets for website

Finally, add your most relevant target keywords to your TikTok profile. This will ensure that your profile is more visible when people search for these keywords. It also gives potential followers an idea of what kind of content you post and whether they should follow you.

4. Add your TikTok to a microblog

This is the exciting part, where we get to mash everything we know about traditional SEO with everything we’re learning about TikTok SEO!

Blogging is a big part of ranking in Google search. Remember when we talked about Google prioritizing content that is relevant and fresh? Well, that’s pretty much why blogs exist. What better way to keep your content fresh than to publish consistently?

To leverage this technique for your TikTok SEO, create a microblog post that discusses a particular topic related to your TikTok video. Be sure to include your main keyword in the title and your secondary or long-tail keywords in the subheadings and content of the post. Also, don’t forget to embed your TikTok video in the blog, too!

Advertisement
free widgets for website

5. Track your progress

Every savvy SEO marketing strategy requires continuous monitoring and tweaking. Sure, you put all the best practices in place, but how will you know if your efforts are successful?

Tracking your TikTok analytics is the best way to see if your SEO strategy is paying off. This will give you insights into which videos are performing well, what kind of engagement they’re getting, and more. It can also help you identify areas where you can improve, such as topics or keywords that don’t seem to be resonating with your audience.

Hootsuite Analytics can show you exactly how many views are coming from search, as opposed to the For You page or from existing followers.

Hootsuite TikTok analytics

Be sure to track this progress over time, as well as the progress of your competitors. This will give you a better understanding of what works best in terms of TikTok SEO and can help you refine your strategy accordingly.

Frequently asked questions about TikTok SEO

What is SEO on TikTok?

SEO on TikTok is the process of optimizing your TikTok content to make it more discoverable on the platform, increasing views, likes and followers. This is done by researching hashtags, targeting certain keywords, and leveraging popular trends on the platform.

Advertisement
free widgets for website

TikTok videos also have the ability to rank in Google search, so optimizing your content for SEO can help you gain even more reach and visibility.

How do you increase SEO on TikTok?

Increasing SEO on TikTok starts with keyword research. This involves researching and identifying popular keywords related to your content, so you can include those keywords in your captions and in the audio of your video.

You should also be aware of popular trends on the platform and use relevant hashtags related to your content. This will make your video more visible in TikTok’s search results and maximize its chances of getting seen.

How do keywords work on TikTok?

Keywords on TikTok are the same as those for any other platform–-words and phrases commonly used to search for content. Popular keywords in your niche can help TikTok’s algorithm boost your video and make it visible to more potential viewers.

How is TikTok a search engine?

TikTok is not technically a search engine, but it does have its own algorithm that can be used to find content. The algorithm takes into account the number of views, likes, and comments a video gets, as well as what other users are searching for. This helps TikTok serve up relevant content to each user based on their interests and past interactions with the app.

Advertisement
free widgets for website

Grow your TikTok presence alongside your other social channels using Hootsuite. Schedule and publish posts for the best times, engage your audience, and measure performance — all from one easy-to-use dashboard. Try it free today.

Get Started

Grow on TikTok faster with Hootsuite

Schedule posts, learn from analytics, and respond to comments all in one place.

Start your 30-day trial

Advertisement
free widgets for website

Continue Reading

Uncategorized

How To Create a Strong Social Media Advocacy Program

Published

on

By

how-to-create-a-strong-social-media-advocacy-program

There’s nothing more convincing than a friend’s endorsement — especially on social media. That’s why a social media advocacy program is the best way to show the benefits of your products instead of telling your customers why they should care.

Brand advocates help you connect with potential customers and cut through the noise online. They can boost your visibility by:

  • Showing off your products on social media
  • Leaving positive reviews on your website
  • Driving more traffic to your products

In short, an engaged community leads to better sales outcomes. Keep reading for our guide to building a strong social media advocacy program.

Bonus: Download a free employee advocacy toolkit that shows you how to plan, launch, and grow a successful employee advocacy program for your organization.

Advertisement
free widgets for website

Social media advocacy is a way to leverage the social networks of the people who like you and/or are invested in your continued success: your customers, employees, business partners, influencers, and more.

According to Nielsen’s 2021 Trust in Advertising study, a whopping 89% of respondents trust recommendations from people they know. These recommendations are almost twice as likely to generate action, too.

A social media advocacy strategy turns your biggest fans into brand advocates. A brand advocate is someone who loves your brand so much that they choose to voluntarily promote your products or services on their own social media channels.

Advertisement
free widgets for website

While influencers are paid to create sponsored content for your brand, brand advocates are motivated by their enthusiasm for your product or service. They opt into your advocacy program voluntarily. Savvy customers are great at spotting paid influencer content, but organic endorsements still carry serious weight.

By leveraging your company’s biggest cheerleaders, you gain access to their social networks. The trust-based customer relationships you’ll build are worth their weight in gold.

What can brand advocates do for you?

Social media is now a top channel for online brand research, second only to search engines. Customers rely on social at every stage of the purchasing journey. A brand advocate’s positive post can really help you stand out from the crowd.

Here are a few ways in which brand advocates can help you build your business:

They leave positive reviews

Reviews from real users provide useful information for potential customers. In fact, reviews are the third-most important factor when shoppers are contemplating an online purchase:

Advertisement
free widgets for website

chart showing reasons driving online purchases

Source: Hootsuite Digital 2022 report

Encourage your brand advocates to leave positive reviews on your website — and make it easy for them to do so. You can even generate a link to leave a review on Google and include it in your post-purchase emails to all customers.

See also  How to Get a Job in Social Media: 6 Expert Tips for 2022

Customers find a mix of positive and negative reviews more trustworthy. Responding to reviews shows that your brand is open to feedback. Make sure to engage with or respond to all reviews, good or bad.

They create user-generated content

User-generated content (UGC) is original, brand-specific content created by customers and published on social media or other channels. UGC acts as a trust signal, taking your brand authenticity to the next level. It’s incredibly influential in the final stages of the buyer’s journey.

Brands like Starbucks leverage UGC to break up the flow of traditional marketing posts in their social media streams:

Advertisement
free widgets for website

Starbucks Instagram user-generated content

Source: instagram.com/Starbucks

Only four of these 12 recent posts on the Starbucks Instagram feed are brand marketing posts. The other eight posts are user-generated content. In these examples, UGC creates a sense of FOMO that drives customers to stop in for the latest seasonal treat.

They bring in new users or customers

Seeing someone else’s success can help new customers visualize their own. That’s why success stories are invaluable when recruiting potential customers or users.

Airbnb, a giant in the short-term homestay space, builds brand advocacy with the Superhost Ambassador program.

Superhosts are experienced users who have completed at least 10 stays in the past year, maintain a 4.8+ rating, and have a 90% response rate within 24 hours. They enjoy perks and special recognition for earning Superhost status.

Advertisement
free widgets for website

Superhost Ambassadors share positive experiences to help new users see the benefits of hosting. They provide mentorship and tools to help new hosts succeed, all while earning rewards for bringing new hosts to Airbnb.

Airbnb Superhost Ambassadors

Source: airbnb.ca/askasuperhost

With the “Ask a Superhost” function, Ambassadors become de facto customer service representatives. They answer questions from newbies and help them create successful Airbnb listings. In exchange for their support, Ambassadors earn cash rewards and enjoy exclusive features and tools.

The key to building a strong social media advocacy program lies in leveraging your existing communities. But before you reach out to potential advocates, make sure you’ve got a plan in place.

Here’s how to start building your own social media advocacy program.

Advertisement
free widgets for website

1. Start with your goals

Consider what you’re trying to achieve with your social media advocacy program. What kinds of brand advocates are you looking to build your community with? What kind of ROI are you aiming for?

See also  Meta for Business: How To Get the Best Results From Each Platform

Use the S.M.A.R.T goal-setting program to develop a set of effective goals. That means setting specific, measurable, attainable, relevant, and timely goals.

Here’s an example of a S.M.A.R.T goal:

Create a brand advocacy program to grow my Instagram following by 15 percent over the next 90 days.

Now that you’ve got an actionable goal in mind, you can figure out the tactics you’ll need to follow to achieve it.

Advertisement
free widgets for website

2. Identify potential brand advocates

After setting your goals, you need to find your brand advocates, recruit them to your cause, and grow excitement among them about your company, campaign, or initiative.

Be sure to develop your program around valuable opportunities and rewards for the participants. Show them how taking part in the program will benefit them. Three core things to focus on to drive the program, including your search for the perfect participants, are:

  • Effective communication
  • Clear program architecture
  • Professional integration

To find the best brand advocates for your social media advocacy program, you need to understand who you want to target, and ask yourself some key questions:

  • What are their pain points?
  • What incentives would be valuable to them?
  • What are their interests?
  • Who do they engage with on social media?

Deciding to develop a brand advocacy program doesn’t have to mean starting from scratch. If your brand is active on social media, then there’s a good chance your customers and fans are as well. This community is likely already talking about (and to) your brand.

Look at your social media followers and newsletter subscriber lists. Who’s liking your posts and clicking your newsletter links? These engaged fans are prime candidates for your advocacy program.

3. Don’t forget about employee advocates

Employees can also be fantastic advocates for your brand and business. An employee advocacy program amplifies company messaging and broadens your social media reach.

When recruiting employee brand advocates, make it clear that the program is optional. Internal advocates usually see the value in incentives, but they don’t want to be bribed or coerced into participating!

Advertisement
free widgets for website

Here are a few tips to incentivize your employee brand advocates:

  • Follow employees from your company accounts to boost their network
  • Use the company accounts to share creative messaging created by employees
  • Create a contest where everyone who shares a piece of marketing content is entered to win a prize
  • Keep track of employees who share content consistently and share this information with their managers
  • Acknowledge frequent sharers in company meetings or newsletters
See also  How to Make Money on Pinterest [7 Strategies for 2022]

Hootsuite Amplify helps you take the guesswork out of employee social media advocacy. Amplify allows your employees to access pre-approved content to share on their social feeds — all queued up and ready to go.

When done right, employee advocacy is one of the most effective ways to boost your public image and employee engagement.

4. Reward your advocates

Once you’ve got brand advocates, hang onto them! Make sure your social media advocacy program includes valuable opportunities and rewards for the participants. Show them how taking part in the program will benefit them.

Try the following tips to get the ball rolling:

Advertisement
free widgets for website
  • Follow users that follow you and engage with the content they share
  • Highlight community members who contribute positively to your online discussions
  • Reward the people who stand out in your community
  • Send them swag or discount codes

Keep brand advocates engaged

For your advocacy program to be effective, you need to build a strong connection with your advocates. Best case scenario: you’ll have hundreds, or even thousands, of engaged brand advocates championing your brand. These advocates need to feel valued!

Your social media advocacy strategy needs to be scalable. Put someone in charge of answering advocate questions and keeping them on track. Consider appointing a program lead to take on the engagement task as the program grows.

Add value to the experience

You can keep members engaged by adding value to their experience:

  • Create programming or education for your brand advocates
  • Offer discounts on educational opportunities
  • Add value with exclusive experiences, such as in-person meetups
  • Incentivize or even gamify your program by running contests or fun challenges

A relationship with a good brand advocate is mutually beneficial, so keep up with your end of the bargain.

Review your advocacy program on a regular basis

Review your brand advocacy program every few months to see how your progress is tracking against the goals you established at the start. If something isn’t working, make adjustments to get things back on track. Social media is constantly evolving, and so should your advocacy program.

Tap into the power of employee advocacy with Hootsuite Amplify. Increase reach, keep employees engaged, and measure results—safely and securely. Learn how Amplify can help grow your organization today.

Request a demo of Hootsuite Amplify

Advertisement
free widgets for website

Hootsuite Amplify makes it easy for your employees to safely share your content with their followers—boosting your reach on social media. Book a personalized, no-pressure demo to see it in action.

Book your demo now

Advertisement
free widgets for website
Continue Reading

Trending