Download our new guide to social SEO

We’ve got a new report available to download. It’s a guide to social SEO and we’ve called it, ‘The Visibility Shift: Social’s new role in AI search’.

You can download it here. 

If you’re not familiar with social SEO, we define it as:

“The process of optimising social media content for visibility in search results, both on the social platform itself, and off-platform in search engines and AI citations.”

LLM-powered assistants are increasingly drawing on social content to build their answers. And at the same time, social media usage and AI disruption have created newly circuitous purchase journeys.

A customer can encounter a product through TikTok, Pinterest, Google Images, a creator, a YouTube review, a retailer, Reddit, an AI assistant or a paid social ad. They can then research that product without necessarily visiting the brand that makes it or the retailer that sells it.

All of this means brands need to be discoverable across platforms (and desirable and trusted and buyable, too). This is one of the tasks for the modern social team.

In our new report, we discuss what social search and social SEO mean in the age of AI, and then we lay out six ways that social marketers can adapt.

Contents:

• Defining ‘social search’ and ‘social SEO’

• How social became a multimodal discovery platform

• How the path to purchase got even messier

• The stats that explain brand discovery today

• The blurring boundaries between search and social

• What today’s fragmented customer journeys look like

• Why static personas cannot guide modern social strategy

• How to adapt (6 takeaways for social strategy)