Before you hit “post” this year, there’s one thing you absolutely need to do.
Keyword research!
SEO on social media is more important than ever, so if you want your content to get noticed (and found), keywords are your best friend.
We know it sounds like something you’d need a degree for, but it's actually far simpler than you think - and totally worth the effort.
Let’s break it down into easy steps you can follow without the stress.
Step 1: Define Your Brand With Core Keywords
First things first: think about how you describe your brand. What makes you stand out? What’s your vibe? These are the keywords that will define your business.
For example, if you run a skincare brand, focus on what makes your products unique. Instead of just using a broad term like “skincare,” try getting more specific, like “vegan skincare.” But don’t go too niche! You want to strike a balance – specific enough to stand out in search results, but not so specific that no one is actually searching for it.
Here’s why this is important:
This means most keywords are highly specific and not widely searched. Take keywords like “vegan organic skincare” as an example – they’re more niche, but also less competitive. On the flip side, broad keywords like “skincare” are searched by millions but are super competitive and harder to rank for.
In short, while there are tons of niche keywords that may not get massive traffic, focusing on them can actually work better for businesses in specific niches, because they’re less competitive and help you attract a more targeted audience!
Step 2: Research What People Are Actually Searching For
Now, here's where you can have a bit of fun and play detective… You’ve got to really get inside your audience’s mind.
What are they actually searching for when they head to Pinterest, Instagram, or Google? Use tools like Pinterest’s search bar or Answer the Public to find out!
For example, if you sell vegan skincare like we just mentioned, don’t just focus on that broad “vegan organic skincare” keyword. Have it as a staple in your strategy of course, but also go a little deeper and think about terms like “vegan moisturiser for sensitive skin” or “organic skincare routine.”
These specific, detailed phrases align with what your audience is actually looking for, and generally tend to have a higher click through rate! They’re how you create content that grabs attention and gets results.
Step 3: Think About Your Audience’s Needs
Think about who your ideal audience is and what they’re struggling with. What problems can you solve for them? This is where you’ll find the best audience-focused keywords.
For example, if you’re that same skincare brand, your audience might be dealing with issues like dryness, acne, or sensitivity. So, instead of just using broad terms like “skincare,” try using question-based keywords such as “best moisturiser for dry skin” or “how to prevent adult acne”.
The best keywords reflect your audience’s needs and daily struggles. Around 27% of search engine queries are posed as questions, showing that users are actively seeking specific information or solutions. Incorporating these types of keywords into your strategy can help ensure you're addressing the needs and concerns of your audience.
Step 4: Add Your Keywords To The Right Places
Now you’ve got your list of keywords, it’s time to put them to work! Don’t just sprinkle them in and hope for the best: be intentional. You want your keywords to show up in all the right places: captions, titles, video scripts, and even your graphics.
If you’re creating video content, think about using keywords in your video titles or scripts. Or if you’re designing images, try adding text overlays with your keywords. The goal here is to make it easy for your audience to find you wherever they are.
But remember, don’t overstuff your content with keywords. Make sure they’re naturally integrated into your posts for the best results.
TOP TIP: Plan your content around your keywords! This ensures everything you post aligns with what your audience is searching for.
Step 5: Stay Consistent And Track Your Progress
Consistency is key! Track your progress regularly to see which keywords are driving traffic and adjust your strategy accordingly.
And, if managing keyword strategy feels like a lot, remember we can help! Check out our services here to see how we can support you, or reach out directly here for a one-on-one chat.