Hashtags, SEO and Keywords in Social Media Strategy

It’s a big wide world out there and everyone’s fighting for their share of the pie - myself included.

Social media marketing is instrumental for businesses aiming to stand out. Though this is always easier said than done. It requires time, consistency and unprecedented amounts of patience.

At your basic level, a compelling visual paired with a caption would typically warrant a ‘tick’ in the social media check box for the day. However developing a more comprehensive approach in your marketing efforts can drastically aid in improving your results over time, making the investment well worth it.

Among the myriad tools at your disposal, hashtags, keywords, and SEO practices hold the power to amplify your visibility and engagement online. So for this blog post, lets set aside the best practice advice on visuals and copy (that will come later) and instead delve into the less talked about, but still just as important areas. Todays blog will guide you through leveraging these elements to refine your social media strategy and propel your business to new heights.

The Power of Hashtags: Navigating the Social Web

While the use of hashtags has declined over the years, they’re not down and out. In fact, depending on the platform they can have a significant impact on reach and impressions (shout out to X/Twitter). This is where truly knowing your platform comes in handy.

The intent of hashtags are to: categorise posts, connect people with similar interests and identify topics. When used strategically, hashtags can extend your content's reach, connect you with like-minded audiences, and even drive campaigns.

Hashtags by platforms:

• X/Twitter: The birthplace of hashtags. Twitter recommends using 1-2 relevant hashtags per tweet. Overuse can lead to decreased engagement. Tweets with hashtags can see up to 2x more engagement, and those with 1-2 hashtags have a 55% higher chance of being retweeted

• Instagram: There are many studies on the use of hashtags for Instagram. Some recommend 1-2, Instagram themselves recommend 3-5, and other articles recommend around 20 quality tags. For Instagram, I’d recommend using your best judgement. If you have a smaller account, using between 5-15 relevant hashtags can offer higher engagement. For bigger accounts, using only your branded or campaign hashtags would help foster user generated content

• Facebook: Hashtags are less integral to Facebook's platform, and their overuse can actually reduce post engagement. It's generally recommended to limit hashtag use to 1-2 per post

• LinkedIn: Hashtags on LinkedIn help categorize content and make it discoverable to users outside one's immediate network. Using 3-5 relevant hashtags is advised

• TikTok: TikTok embraces hashtags as a core feature for content discovery, engagement and participation in trending challenges or themes. Including relevant hashtags in your TikTok strategy is vital for reaching new audiences and encouraging user interaction.

Some quick tips for using hashtags:

1. Choose the Right Hashtags: Include a mix of popular, niche, and branded hashtags to cast a wide yet targeted net. Tools like Hashtagify can help identify trending hashtags in your industry.

2. Create Branded Hashtags: Encourage user engagement and content creation by establishing unique hashtags for your brand

3. Hashtag Etiquette - Keep It Clean: Avoid overloading your posts with hashtags. Stick to a relevant few that truly resonate with your content and audience. Research best practices for each platform and adjust your hashtags accordingly.

Keywords: The Backbone of Content Discoverability

Keywords aren't just for search engines; they're crucial for social media content too. The right keywords can make your posts more searchable, helping you reach a broader audience. These can range from single words to complex phrases.

Some quick tips for incorporating keywords:

1. Keyword Research: Utilise social media keyword research tools to identify trending keywords and phrases in your niche. Tools like Google Trends, Keyword Tool, and BuzzSumo can provide insights into what your audience is interested in

2. Incorporating Keywords: Incorporate keywords naturally into your content. They should enhance the message, not detract from it. When done well, they will increase discoverability. Ensure these keywords resonate with your content and reflect terms your audience is likely to use when searching for content related to your niche

3. Staying Relevant: Regularly update your keyword strategy to align with current trends, seasonal topics, and evolving audience interests. This does take time yes, but if you want to see results, this is an unavoidable task.

This leads us to the last point…

SEO: Beyond the Search Engine

SEO and keywords have synergy. In social media, SEO pertains to optimising your content and profiles with relevant keywords to improve visibility in search results, both on social media platforms and search engines. This includes using keywords in posts, descriptions, and even in your profile information to enhance discoverability.

Some quick SEO tips for social media:

1. Optimise Your Profiles: Ensure your profiles are fully optimised with the relevant keywords, a clear description of your business, and a link to your website. Remember, your keywords should enhance and not detract.

2. Quality Content: Focus on creating high-quality, engaging content that encourages shares, likes, and comments, which can positively impact your SEO rankings.

3. Back-linking Strategies: When your social media content is shared outside of the platform, it generates backlinks. While the SEO value of social media links is debated among experts, they can still drive traffic and increase visibility.

Conclusion: A Symphony of Strategies

The combined use of hashtags, keywords, and SEO alongside the consistent use of high quality, visual elements paired with compelling captions in your social media marketing strategy can orchestrate a powerful online presence.

A helpful way to view it is this: picture an orchestra where SEO, keywords, hashtags - alongside visually captivating creatives and compelling captions - are all different instruments. Each plays a unique role in the grand scheme. And when conducted harmoniously, these instruments band together to create a symphony that truly captivates the audience.

Another way to think of it is cogs in a machine, or ingredients in a recipe. They all have a part to play that directly impacts the end product.

By carefully selecting hashtags, integrating relevant keywords, and applying SEO best practices, you can ensure that your content not only reaches a wider audience but also resonates and engages effectively. Remember, the digital world is dynamic, and staying on top of the latest trends and tools is key to adapting and thriving in the socials sphere.