Relying solely on Google for SEO is not sufficient.
Increasing your search engine optimisation efforts to platforms like TikTok, Reddit and Quora might help you attain new audiences, construct model credibility and foster genuine connections.
This text covers 9 important methods for diversifying your search engine optimisation strategy past Google. These will enable your model to thrive on numerous channels and meet customers the place they’re.
1. Even Google is telling us it’s vital to look elsewhere
Whether or not it’s helpful content, the tenets of E-E-A-T or the SERPs themselves, Google has been uncharacteristically clear over the previous couple of years in nudging entrepreneurs to share their expertise and first-party views to attach authentically with customers.
This effort is a part of why the SERP appears to be like dramatically totally different in the present day than it did just a few years in the past.
Examine this:
To this:
You’ll be able to see that sections like AI Overviews, Views and Discussions and Boards, all of which prominently showcase content material from Reddit, Quora and TikTok, are nice actual property for constructing a model footprint.
I name this Google’s large shift from engines to experiences – which basically implies that SEOs must evolve their strategy from Google-centric key phrase methods to content material that meaningfully engages the customers, regardless of which platform performs host.
2. Reddit outcomes are popping – should you do it effectively
Reddit is booming on many fronts.
The platform’s advertising capabilities have developed considerably over the past 12 months. This signifies demand for placements on a platform the place customers have interaction with content material that they discover genuine and reliable.
This additionally raises the natural stakes. Doing Reddit content material effectively means you will have an excellent likelihood to construct engagement and fairness with customers in extremely related niches (sub-Reddits).
One large caveat on Reddit, although. Redditors will sniff out (and name out) issues like clickbait or spam in very quick order and really blunt phrases.
In the event you resolve to incorporate Reddit in your technique – and it’s best to, since good content material there usually seems in Google search outcomes – deal with offering actual worth for Reddit customers and following the platform’s guidelines.
In any other case, you would possibly end up highlighted for the unsuitable causes (think about a BuzzFeed record of cringeworthy model posts on Reddit).
Quora, in contrast to Reddit, is extra targeted on schooling and fewer susceptible to crowdsourced stunts just like the GameStop inventory surge. It rewards customers who present real worth to these in search of insights on particular matters and questions.
As with Reddit, Quora works greatest once you deal with constructing a neighborhood of customers in your specific matter or area of interest. This implies your content material ought to:
- Reply questions straight and with out overt agendas.
- Use key phrases strategically – that’s, provided that they circulate naturally into the content material.
- Use hyperlinks sparingly and solely so as to add worth (e.g., by offering deeper, richer insights related to the query).
In different phrases, don’t do that to reply a query like “How do I construct my weblog subscriber record?”
4. TikTok is inevitable
Many entrepreneurs are holding again on TikTok resulting from potential rules, however this hesitation means lacking out – B2B firms included.
TikTok’s For You web page, user-focused strategy, and new TikTok Store are attracting a various vary of customers, far past Gen Z and youthful millennials.
It’s rapidly turning into a go-to platform for studying about numerous matters, from well being and finance to authorized insights and extra.
5. TikTok is a distinct beast
Earlier than you lastly get off the fence and resolve to get critical about your TikTok natural technique, it’s good to perceive that it doesn’t work like different platforms – particularly not Google.
TikTok’s algorithm is centered extra on customers than key phrases. This fuels consumer conduct oriented round questions and pursuits, not services or products.
TikTok customers are much more prone to search, for instance, for [why does my mood change in the winter?] than [supplements to treat seasonal depression].
Furthermore, TikTok’s For You web page surfaces new content material based mostly on previous consumer conduct and pursuits – not key phrases.
Due to this, TikTok is a strong platform for discovery and for manufacturers to align themselves as consultants on points or wants close to and pricey to TikTok’s customers.
Techniques-wise, utilizing hashtags, having conscious and constant interplay with customers and development monitoring are all very important for achievement on TikTok. Nonetheless, sustaining authenticity is crucial (you is likely to be sensing a theme right here).
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6. Customers crave authenticity
Why am I harping on authenticity a lot?
As a result of it’s the type of content material customers need to devour, as examine after examine on consumer conduct and priorities over the past two years has proven.
Intention to construct connection and belief over a fast sale and also you’ll have a a lot more healthy long-term content material program.
Not coincidentally, success on the platforms we’ve already mentioned depends on the identical type of strategy.
7. Folks have interaction with folks
Some manufacturers can carry off a ton of persona on social media. (Wendy’s was one of many first to face out utilizing that strategy.) For essentially the most half, customers need to really feel like they’re a part of a dialog, not being talked at from a company account.
This makes content material like UGC (user-generated content material), first-party POVs, buyer spotlights and skilled interviews nice performs for participating content material.
8. Knowledge nonetheless issues
Whereas making your model as relatable as doable to your ICP, keep in mind that information generally is a highly effective accelerant to progress.
Use information to trace consumer conduct in your web site and different owned media.
Search for consumer engagement patterns to determine rising developments and be sure you’re figuring out peak days and instances to optimize engagement together with your customers.
Be sure you’re A/B testing to search out essentially the most participating variations of your content material (e.g., a video mashup of individuals utilizing your product vs. one particular person’s in-depth overview) so you’ll be able to apply these to future matters.
9. Communities and boards are underutilized progress alternatives
Particularly in some industries, topic-specific communities and boards are underutilized progress alternatives.
Manufacturers doing neighborhood engagement effectively follow initiatives like lively participation (answering questions and sharing insights), occasion networking and influencer collaboration.
Communities and boards are additionally very wealthy sources of ICP perception.
Members of the communities and boards most related to your business will ship a ton of data on their challenges, ache factors and even how they understand you and your rivals out there.
Be sure you’re discovering a approach to gather that information and relay it to your advertising and marketing and product colleagues.
Dig deeper: SEO for user activation, retention and community
Watch: search engine optimisation past Google: Constructing your model on Reddit, Quora, TikTok and extra
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