As marketers<\/a>, we\u2019re faced with a dilemma. For many of us, we can\u2019t fathom the idea of saying goodbye to our beloved SEO strategies. For others, they\u2019ve already jumped ship to conquer their new and improved social media search strategies.<\/p>\n But let\u2019s just hold our horses so we can get to the bottom of this \u2013<\/p>\n Is it time for marketers to move on from SEO and put all of our energy into social media search? Or is this just another trend we should wait out so Google can reclaim its glory?<\/p>\n Quick Takeaways<\/em><\/strong><\/p>\n Is social media search the new Google? Here\u2019s how to adapt your content marketing strategy<\/a> for maximum impact.<\/p>\n Let\u2019s start with the basics of SEO<\/a>.<\/p>\n A search engine ranks for content relevance with traits like:<\/p>\n Image Source: WordStream<\/em><\/p>\n It then serves up content based on a digital algorithm that is tested and refined by user interaction. However, in most cases, basic search is only a crude indicator of intent. It\u2019s designed by the masses, and therefore it\u2019s often wrong.<\/p>\n Enter the new wave of intent modeling. This generation of search is informed by social<\/a>\u2014sometimes referred to as social media search.<\/p>\n In other words, search engines will increasingly be driven by personal interactions like:<\/p>\n This helps search engines to better understand the intent of the reader (or viewer). This social layer adds a new, personalized dimension to search results.<\/p>\n Social media search is amplified by the fact that social content is on the rise. People are creating content as fast as they are consuming it.<\/p>\n I first noticed this phenomenon a few years back while shopping for a Halloween costume. The leading organic search result was a Pinterest page. \u201cWow,\u201d I thought, \u201cHow have brands missed this opportunity? Why didn\u2019t Target or the Halloween Store do a better job finding the algorithm to pop into my reader?\u201d<\/p>\n The fact is, it\u2019s getting harder and harder for brands to compete with the power of the personal network. According to Search Marketing Land, a significant ratio of the top 100 results for more queries is consumer-generated media such as blogs and social networks.<\/p>\n This is why social media is so important<\/a> to brands. If you\u2019re still focusing on outbound communications and SEO without building an arsenal of social media content, you\u2019re likely losing in the war for online eyeballs.<\/p>\n But Google is still the unrivaled king of search queries, right? Not anymore. Now Google is sharing its throne with social media platforms.<\/p>\n A recent study shows that 40%<\/a> of Gen-Z users prefer searching for information on TikTok and Instagram rather than Google.<\/p>\n Image Source: ScreenRant<\/em><\/p>\n With TikTok\u2019s shiny interface and never-ending stream of bite-sized videos, it has quickly become the new ‘it’ place for Gen-Z to search for information.<\/p>\n And why not? Social media platforms offer a search experience that\u2019s:<\/p>\n They allow users to not only find information but also interact with it, share it, and discuss it with friends. This social aspect of search is something that traditional search engines lack.<\/p>\n And let\u2019s not forget about the algorithms, which choose content based on what you like and do, making them a strong tool for personalized search<\/a>. Users are more likely to find content that matches their interests and tastes, making the entire search experience more enjoyable and rewarding.<\/p>\n So if Gen-Z is giving up on Google search, does that mean your marketing strategy should too?<\/p>\n TikTok may be the new social media search<\/a> hub, but it\u2019s not going to do all the heavy lifting for you. The key to success is (still) understanding your customers and creating high content that aligns with their needs and interests. And covering all your bases.<\/p>\n Sure, this can come in the form of TikTok videos, Instagram reels, and LinkedIn posts, but we can\u2019t forget about:<\/p>\n Any kind of content that represents both your brand and audience\u2019s interests will drive better traffic and engagement.<\/p>\n Use strong marketing tactics, like tagging and SEO, to curate a content marketing strategy that’s optimized for both Google and social media search. This will not only help your content appear on SERPs and social media searches, but also AI queries, like ChatGPT.<\/p>\n So, while TikTok and other social media channels are a great tool to have in your kit, they’re just one part of a larger, well-rounded digital strategy. The key is to build content density so the digital space recognizes your brand as reputable<\/a>.<\/p>\n Hungry for more? Carrie Rose shares some seriously great insight in the video below.<\/p>\n\n
What Is SEO?<\/h2>\n
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<\/p>\nWhat Is Social Media Search?<\/h2>\n
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How Is Social Media Changing Search?<\/h2>\n
The TikTok Takeover<\/h2>\n
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Is Social Media The New Marketing Strategy?<\/h2>\n
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