Social Opportunities, a new tool for multichanneling
Nearly 5 billion people worldwide are active on social media, or more than 60 percent of the earth’s population: the figure has grown by 3.7 percent in the past year alone, and on average, users frequent more than seven social platforms. Google, too, has inevitably noticed this “passion,” and the most attentive will have noticed that in fact it is increasingly common to find content from YouTube or social media not only in the typical dedicated SERP features, but also among the normal positioned results. Starting today, SEOZoom introduces a new feature intended precisely to unearth all the keywords that see competing sites and socials, so to speak, to offer insights for a better multichannel content production strategy.
Social Opportunities, the feature for multichannel strategies
Present in the Keyword section within Projects, the function is called “Social Opportunities” and is used to identify all the keywords in the sector in which the project site is active for which Google also places results from social platforms or UGC sites, such as Facebook, Instagram, YouTube or Pinterest, in SERPs.
This information is useful to try to preside more strongly over priority keywords for one’s domain, but also to gain more organic visibility and intercept more users by diversifying the type of content than those classically proposed through the site. In fact, the insights suggest the possibility of investing on a different production, multimedia as well as textual, oriented precisely to social media “rewarded” by Google and therefore evaluated as valid sources for users interested in that theme.
How SEOZoom’s Social Opportunities works
From a technical point of view, the feature analyzes all industry keywords of the project site’s competitors for which Google places results from social media or UGC sites in SERPs. The “opportunities” are then identified through an analysis of the project site’s competitors, which can be fully automatic (if we do not indicate any competitors in the project’s settings) or somewhat guided (by manually entering known competitors, also shown in the table on top right): in the latter case, the data will be much more accurate and relevant to the scope of our site’s activity, while the automatic survey might generate some “false positives” (such as only partial competitors, which therefore lead to the inclusion of even off-target keywords for our interests).
The heart of the functionality is the general table, which shows the relevant information for our multichannel strategies: we can then find out what type of social platform or UGC has a result positioned in the top10 for the keyword and in what position, what is the global traffic volume of the keyword but also what is the estimated traffic volume for the “social” result alone, and then again the type of primary intent identified by Google, the trend of seasonality of searches and the indication of Keyword Opportunity and Keyword Difficulty values. From the left column, however, we can select the type of social media or UGC site on which to focus the analysis, which is useful if we want to work specifically on a particular type of channel or content.
At the moment, the software monitors all the platforms that actually place organic results, namely Youtube, Facebook, X, Instagram, TikTok, Pinterest, Linkedin and Quora, but the list is bound to grow as soon as Google starts including other newer social media,such as Mastodon or Threads, among its search results.
What this feature is for: an investment in multichanneling
Today, multichanneling has become a buzzword for brands seeking to reach and engage their audiences in increasingly innovative and personalized ways: in this age of attention economy, in particular, companies and marketers increasingly need to be flexible and able to quickly modify creative not only according to consumer needs and demands, but also with respect to the channel identified.
It’s no longer just a matter of having an online presence through a website, but of weaving a network of touchpoints to intercept users at different times of their day and journey, and across different platforms, implementing a holistic approach that not only amplifies the reach of the message, but also creates a more cohesive and integrated user experience.
Social Opportunity facilitates precisely this task, because it allows us to quickly discover what types of keywords related to our industry need diverse treatment because users-and Google through its analysis of people’s behaviors-also prefer other types of content from classic text articles, whether it be videos, photos or more “human” responses. So it helps us identify those keywords specific to our industry that not only can bring traffic to oursite, but are also valuable to our social media presence, or can become so if “cultivated” properly.
It is clear that tool data must be analyzed and integrated into the strategy, because being multichannel is not just about spreading the same message across different platforms, but adapting and treating it appropriately so that it resonates with the specific audience of each channel, always maintaining brand consistency.
Therefore, if classically coming up with ideas for relevant and engaging content for different channels was a real challenge, thanks to SEOZoom’s Social Opportunities we have a new, valuable tool in our toolbox, through which we can quickly identify topical, interesting and trending topics in our niche, to be “cultivated” through the production of content optimized for that specific digital environment that could give us a chance to add additional unique value to target users.
