Instagram has over 1.5 billion users globally. As the fourth most popular social media platform, it is not surprising that content–even quality content–can sometimes get lost in the shuffle. Although we all know that the algorithm favors popular content and that both Meta platforms (Facebook and Instagram) boost well-engaged content, there is one small consideration that is often overlooked.
SEO or search engine optimization is a concept that goes as far back as the 1990’s. In many cases, search engine optimization is common practice when building a website or making other web-development related decisions to help increase the drive of organic traffic online for the purpose of providing a service or making a sale. However, many users of social media do not consider the possible marketing impacts of the words they choose to use for captions or even in hashtags. Most people try to think of witty or funny captions and depend on clever-wordplay paired with a quality photo or video to produce the much sought after audience participation that we marketers or business owners dream for our social media platforms.
Although those captions may sometimes be eye-catching and may drum up some engagement through the occasional chuckle, the reality is that you may be leaving some costly opportunities on the table.
In 2018, Neil Patel, one of the world’s top social media agencies reported that a study done by Hootsuite revealed a 22% increase in performance for articles, posts, and social media promotions that implemented SEO best practices.
From a business perspective, if you are currently only reaching 1,000 people per post and of those 1,000 people, you typically close a sale with 100 of them (10%) at $10 a sale, without an effective SEO strategy in place, you are effectively leaving a minimum of $220 at the door with each post.
Typically, most businesses aim to post on their social channels 3-5 times per week. That adds up to $660-$1,100 per week, $2,640-$4,400 per month, and $31,680-$52,800 per year of MISSED revenue. You get my point—sh*t adds up quickly LOL.
Below are 3 SEO related tips that you can deploy into your social media workflow to increase the performance of your posts:
- Review your profile
- Make sure to add keywords to your profile that allow for consumers or possible followers to find you in a search. Be very specific and clear about the service you provide or the products you sell. Also, be sure that if you have a professional account–the way you designate your account is in alignment with your business or brand.
- Be CREATIVE
- Try to think of out of the box ways to describe your product or the photo or video you are posting by using words that relate to your industry. Avoid using branded keywords too frequently. Branded keywords are great for identifying your brand, however, if your goal is to increase awareness, using broader industry terminology will allow you to populate in pools outside of those who are already familiar with you and make you more discoverable to those who are unfamiliar with your brand.
- Ensure that your content and copy are quality
- It is crucial that readers, viewers, or followers are willing to share your content because it provides more value than your competitors. Find inspiration from other creators, but be sure to make content your own.