The landscape of digital communication and consumer relationships has transformed rapidly, with Google processing over 11 billion monthly queries, Facebook nearing 700 million users, and over 5 billion mobile subscribers worldwide. In fact, the rate of information creation has accelerated to a degree that has exceeded all expectations. In light of this, PR and communications professionals have an opportunity to leverage the ever-expanding universe of data and communication channels to master the new rules of consumer information discovery, consumption, and sharing.

As knowledgeable participants and content creators in the search and social web, PR professionals can have a direct impact on brand visibility, customer engagement, and acquisition. To demonstrate the value of their efforts, PR pros must comprehend how the intersection of search and social media can be used to reach and engage both media and consumers. By utilising effective SEO strategies within social media efforts, PR professionals can ensure that their work is contributing to improved search rankings and meaningful business outcomes.

Make the Most of Social Media Metadata

Incorporating social media metadata into your content can enhance how people view a preview of your link on social media platforms. The objective is to ensure that the content appears intriguing and compelling enough for viewers to click on it, leading to more page visits, ultimately benefitting SEO.

Increase Your Following

Increasing the number of followers you have can enhance your likelihood of ranking higher in search results. When you possess a substantial number of followers, your content reaches a wider audience, increasing the possibility of it being seen, shared, or interacted with. For example, suppose you have 1,000 genuine followers who are interested in your content, and you share a relevant article with them. Even if only 10% of those followers see the content, that's still 100 individuals. If 50% of those who saw the content decide to share it, that's 50 people who are now sharing your content with their own circle.

However, if you only have 100 followers interested in your content, and you share an article with them, even if 50% of them see the content, that's only 50 people. Out of these 50 people, not everyone will share the content. If 80% of them decide to share it, that's just 40 people sharing your content.

Make the Most of Keywords

By skillfully integrating keywords into your social media posts, you can enhance their visibility, leading to more clicks and page visits. When you strategically optimize the caption and description of your social media content using a popular keyword, it's more likely that your content will appear when users conduct a search with the same keyword. Similar to the process you follow for your page content, you must conduct extensive keyword research to identify the most appropriate and frequently searched keywords to use in specific posts.