Optimising your Social Media Strategy with Search Data

5 September, 2017    |    Social Media    |    Traff1k D1g1tal

If you want a strong Social Media strategy, you simply can't ignore SEO. 

A good Social Media strategy can be the Holy Grail for businesses; it molds the perception of a brand, carries the voice, creates the appeal and increases revenue. There are a few fundamentals that can help enhance the strategy, but search data is rarely considered. 

Social Media and search are linked to each other. Search data can help improve your social efforts, and Social Media can help with the search rankings. In fact, Search data provides a bunch of information about your visibility and target audience: who they are, how they search for things, what keywords they’re using, what sites they’re surfing and what their intent is.


As a growing brand and business investing a lot into Social Media, you need to know what people are saying about your company or products. To find that out, you can use different monitoring tools, however to set the alerts correctly, you need to understand which search terms are being used.

This is where Search gets into the game. It’s important to determine the most frequent search queries related to your niche. This data helps interpret the social community’s most urgent concerns.

Often, the best insights come from discussions about your niche overall, but not a specific product. In other words, you need to search for the keywords you want to target in organic and paid search and use them to track Social Media awareness.

As soon as you discover these keywords, you can set alerts or manually do a daily search on various social networks like Facebook, Twitter and so on. 

Competitor Insights

Analysing your competitors’ efforts and comparing their key performance metrics should be a “must-have” action for success. Decide who your direct competitors are and which companies and online businesses have a similar audience with an effective content strategy. 

Trends & Predictions

Google is making a lot of its enormous cache of data available to marketers through a variety of channels. Before developing your Social Media strategies and promo activities, make sure to check trends to identify what topics are hot for a specific period of time and throw the spotlight on your brand.

For example, if your online store is selling custom t-shirts, you can determine how to present the designs in a more fun and attention-grabbing manner. If you’re up to date on certain trends, you’ll see which topics or queries are most popular at certain times so you can modify your Social Media strategy based on this information.

Bottom Line

Using search data gives you a good pivot point to start your social conversations. The data you get from it can help inform others. Watch out for what works well, and use that to find conversations on Social Media to grow your business online.