In a digital realm where attention is the ultimate currency, the fusion of social media and SEO stands as the cornerstone of online visibility and engagement.
In this Q&A, Gary Cheung, General Manager of Hong Kong & Taiwan, discusses how marketers can navigate a labyrinth of opportunities to captivate audiences due to this fusion.
Can you briefly discuss what search generative experience is?
Cheung: Search Generative Experience (SGE) transforms the search experience with generative AI. When using SGE, users will notice their search results page with familiar web results, arranged and organized in a new way to assist them get more from a single search.
The objective of a SGE is to enhance the user’s search experience by providing more comprehensive and personalized results. It allows users to obtain relevant information, find answers to their queries, and discover new insights. Lastly, SGE can help users in exploring different topics, generating creative ideas, or suggesting options based on their preferences.
What is the importance of the “fusion” of SEO and social media when it comes to digital marketing?
Cheung: The fusion of SEO and social media represents a pivotal shift in digital marketing strategies. With Google’s Search Generative Experience (SGE) introducing more social and generative AI features into search results, it is much easier for users to tap into even more sources. With that, marketers must embrace an integrated approach that leverages both SEO and social media channels.
This fusion allows brands and businesses to maximise their online visibility and engagement by optimising content for search algorithms while also fostering connections and interactions on social platforms. By integrating search, social, shopping, video content, AI, and ads, marketers can create seamless omnichannel experiences that resonate with their target audience across various touchpoints.
How can businesses harness the power of social media to elevate their SEO strategy?
Cheung: Brands and businesses can harness the power of social media to elevate their SEO strategy through these approaches:
Content Promotion: Share and promote high-quality, SEO-optimized content on social media platforms. This helps increase visibility, attract engagement, and drive traffic back to your website. Encourage social sharing and engagement to amplify the reach of your content.
Social Signals: Social signals, such as likes, shares, and comments on social media, can indicate content relevance and quality to search engines. Focus on creating engaging and shareable content that encourages users to interact with your brand on social media, thus influencing SEO rankings.
Influencer Collaboration: Collaborate with relevant influencers or industry experts on social media to amplify your content reach and boost credibility. Influencer partnerships can help increase brand visibility, generate backlinks, and attract more organic traffic to your website.
Social Media Profile Optimization: Optimize your social media profiles with relevant keywords, a compelling description, and a link to your website. This helps improve your brand’s visibility in social media search results and enhances your overall online presence.
User-Generated Content: Encourage your audience to create and share content related to your brand. User-generated content not only fosters engagement but also provides valuable social signals and authentic testimonials that can positively impact your SEO efforts.
Social Media Listening: Monitor social media platforms for brand mentions, customer feedback, and industry trends. This can provide insights for content creation, keyword research, and addressing customer needs, ultimately enhancing your SEO strategy.
By leveraging social media effectively, businesses can amplify their content reach, attract social signals, generate backlinks, and improve overall brand visibility. Integrating social media into your SEO strategy can elevate your digital marketing efforts and drive long-term success.
Are there notable trends in the Asia-Pacific region when it comes to SEO and social media?
Cheung: It’s important to note that trends can vary across different countries and markets within APAC, however these are 5 common trends when it comes to SEO and social media –
Mobile: APAC has experienced a significant shift towards mobile internet usage. Mobile-friendly websites and responsive design have become crucial for SEO success, as search engines prioritize mobile optimization. Additionally, social media consumption primarily occurs through mobile devices, emphasizing the importance of mobile strategies for both SEO and social media marketing.
Social Commerce and Influencers: Social media platforms in APAC such as WeChat, LINE, and KakaoTalk, have evolved into powerful e-commerce ecosystems. Businesses are leveraging social media for direct sales and integrating influencer marketing to drive conversions. Influencer collaborations, product reviews, and social media endorsements play a vital role in SEO and social media strategies.
Localized Content: The diversity of languages and cultures in APAC necessitates localized SEO and social media strategies. Tailoring content to specific countries and languages helps businesses better connect with their target audience.
Video: Video content consumption has surged across APAC. Platforms like YouTube, TikTok, and Facebook Live have gained immense popularity. Businesses are incorporating video content into their SEO and social media strategies to engage audiences, increase visibility, and drive traffic.
Voice Search: With the rise of voice assistants and smart devices, voice search has gained prominence in APAC. Optimizing content for voice search queries, long-tail keywords, and conversational language is becoming increasingly important for SEO success.
