re moving on from search engine optimization to optimization for search engines //

Web search was limited to the search engines and directories that were available in the early 2000s. We have come a long distance since then.

Search optimization is still important. However, search engines are no longer the only way for users to find information.

It’s time for SEO professionals not to just focus on Google and search engines but to look at search holistically.

Beyond Google: The reality and future of the search landscape

The competition online is increasing, so it’s important to make sure our clients are visible on search engines such as Google and on social media platforms , where their target audience is searching.

Today, social media platforms account for a large percentage of web searches. These websites and apps offer more than just social networking. Many web users today search for hashtags, trending topics, and other keywords via these sites and apps.

Although we are used to the term SEO, it is time to talk about “search optimization” and not the narrow concept of ” Search engine optimization.” Search campaigns need to focus on overall search presence, rather than just search engine results.

Yes, social media optimization (SMO) is a term that exists already. This generally means creating and sharing content via social media in the hopes of making it viral.

Optimizing for search results done by social media users on social media platforms with search functionality is what I’m referring to.

Social media platforms offer search tools that are continually improved. This is a compelling argument. Brands need to take social media search seriously. As search marketers, our strategies can help them achieve long-term success.

Social search: What is it and why it matters

Social search makes use of implicit and explicit elements of user behavior to improve the results of both inside and outside enterprise searches. These elements are stored in metadata. This makes social search a form of metadata mining. According to Gartner, it also allows users to better disambiguate the results of their queries.”

Brands need to be visible in social media search results. Here are 12 reasons.

• Social media platforms have set aside decent budgets for improving their search functionality. Social search results will likely improve over time due to this.
• Social media is gaining popularity and people are spending more time there than they search engines. While Google search remains of paramount importance, social search usage has grown alongside it.
• The U.S. Gen Z users spend 5 Hours each week on Instagram.
• Many filters can be used to filter social search results, such as hashtags, services and companies, jobs, events and people. The results are therefore more targeted and refined.
• Local business discovery is also a key focus of social platforms.
• Search results for social media show interaction and reflect word-of-mouth in the form comments, likes and follows.
• Research shows that clients, customers, suppliers, and other people are more trustworthy than the information displayed on business websites.
• Search engine results often show optimized pages, but social search focuses primarily on relevancy and engagement.
• Social media search results will return content from the posts and interactions of users on social media, so there is less spam than other search engines.
• When people discuss your products, services, and brands on social networks, quality content is more valuable. These conversations and feedback also appear in social media searches.
• Search engine results usually provide information. Search engine results can be influential.
• All ages are able to use social media in new ways, but it can be difficult to understand search engines and to adapt to the advanced search engine techniques.

Social media search

Let’s take a look at the search options on popular social media platforms like:

• Twitter
• LinkedIn
• Instagram
• YouTube

Twitter

You have many options for using the search function of Twitter. You can:

• You can find tweets from friends, family, local businesses, well known entertainers, political leaders around the world, and many others.
• Use hashtags or search terms to find the right keywords.
• Keep up with ongoing conversations regarding the news, products, and services.

Twitter search results differ from traditional search engine results in that users who have logged into Twitter are shown different results.

When you log in, advanced search is available. This allows you to get personalized search results for certain dates, people, and other criteria. This makes it easy to find specific tweets.

A FAQs page is also available on the platform about searches displayed on Twitter.

LinkedIn

LinkedIn has the largest professional network online. This platform is for everyone looking for diverse career opportunities. It includes students and small business owners as well as job seekers.

LinkedIn members have the ability to use the platform for accessing a wide range of professionals, companies, groups, and individuals within their industry.

LinkedIn search offers many filters that can help you narrow down your search to find more relevant results. Filters include:

• People
• Companies
• Jobs
• Posts
• Groups
• Events
• Courses
• Schools
• Services

Recruiters and job seekers also use the platform. It is used by HR professionals for background checks and headhunting.

LinkedIn is a social media platform that can be used for professional interaction and knowledge sharing.

LinkedIn is a great search engine for job opportunities and professional development. It is therefore crucial to be found in the LinkedIn search results.

Instagram

In 2021, Meta’s Instagram had 1.21 Billion monthly active users, which is more than 28% of all internet users worldwide. It is predicted that its user base will reach 1.44 billion by 2025, representing 31.2% global internet users.

You can increase your chances of appearing in Instagram searches by sharing original content and using the right hashtags.

Instagram content can be found in images, videos and reels. There’s also a shopping option.

This social media platform is rapidly expanding and you cannot ignore it – especially if your goal is to reach Gen Z users.

In Instagram interactions, likes, shares and followers are measured. This is where potential buyers will be looking if your client works in fashion, retail, food, grooming, or food.

YouTube

YouTube Search prioritizes three elements to give the best search results.

• Relevance
• Engagement
• Qualitative

Optimizing YouTube search is similar to optimizing a website but the content is in video format. Your video title and description must be relevant to the search query of the user.

On YouTube, prospective buyers can discover your brand. YouTube can be used to answer common questions that customers might have about your product or service. It is a great platform to sell and support after-sales.

Search optimization beyond search engines

Search engines and online directories are not the only options for people. They have many options to find the information they need.

Therefore, search campaigns shouldn’t be limited to showing up in search engines like Google. They should also include search results for all types of searches, regardless of the platform.

We have seen in the past how directories were rendered redundant. In the future, social media platforms may have more advanced search capabilities and be used more often than search engines.

Optimizing search for your target audience is a great way to future-proof your clients’ businesses and ensure long-term success. This goes beyond just optimizing on Google.

The post Moving from search engine optimization and search optimization was first published on Search Engine Land.