Hello and welcome to Season 6 and Episode 94 of the Public Sector Marketing Show. 

Seasoned marketing and communications pros know all about SEO – search engine optimisation. But 2024 is the year that we go all in on social SEO!

TikTok is going after Google and YouTube market share and along with Social SEO they are encouraging creators to publish videos longer than one minute. 

In today’s show, I am going to unlock the social SEO secrets to help improve discoverability, reach and your overall organic performance. 

So let’s dive in. 

Column – Google Who?

OK, so this headline is a bit dramatic, right?

But in July 2022, Google admitted that their Search and Maps products, are being impacted by a growing preference for social media and videos as the first stop on younger users’ path to discovery.

Speaking at a conference Senior Vice President Prabhakar Raghavan, who runs Google’s Knowledge & Information organisation, said: “We keep learning, over and over again, that new internet users don’t have the expectations and the mindset that we have become accustomed to.” Raghavan said, adding, “the queries they ask are completely different.

“These users don’t tend to type in keywords but rather look to discover content in new, more immersive ways, he said.

“In our studies, something like almost 40% of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search,” he continued. They go to TikTok or Instagram.”

This is a major marketing shift and you need to take it seriously. 

Social SEO needs to be part of your social media strategy and in the next segment, I do a deeper dive.

Consulting – Master Social Media SEO to Drive Discoverability 

Social SEO – what is it and how to do it?

Social SEO is the practice of adding text-based features like captions, alt-text, and closed captions to your posts to help people browsing social platforms easily find your content.

Extending this practice to the copy in your script and text overlay in videos.

Let’s take your next Instagram Reel. Here’s what you do. 

☑️ Long tail keyword research 

☑️ This is your hook and video headline

☑️ Add it in the script

☑️ It will appear on the sub-titles

☑️ Add it to the caption 

☑️ Add it as a hashtag 

☑️ With photos be sure to add it to the Alt Text

Boom! That’s it!

Interview |Emeric Ernolt, Co-founder and CEO of AgoraPulse

Co-founder and CEO of AgoraPulse, an award-winning social media management platform used by us and 11,000 other businesses and public sector agencies across 180 countries. Emeric also advises some of the biggest global brands on social media such as Virgin and Microsoft. 

AgoraPulse is the most successful independent social media management software in Europe.

Thank You for Listening!

Thank you for tuning into episode 94.  If you are a regular listener, please rate and review our show.

Don’t forget to get in touch with your questions. I love hearing from my listeners, don’t be a social media stranger. Contact me at @JSTweetsDigital

If you would like to be a guest on the show, please get in touch. Email [email protected].

If you haven’t already, please subscribe to The Public Sector Marketing Show or your preferred podcast platform.