It's a great indirect benefit of organic social media content creation. But how do you find out which posts are appearing? And for what keywords?
Since the content exists on the social media platform’s domain, we can’t use Google Search Console to see what's appearing. Checking manually is time consuming, too. What's more, search results can be rather personalised, so you wouldn’t necessarily be getting an objective picture.
Instead, SEO tools like Semrush and Moz provide a handy workaround. Just a note that you'll need a paid plan to use the features we mention here.
These insights can be helpful for supplementing your reporting and demonstrating the added value of your social media efforts.
Using Semrush to check the Google search visibility of your social media content
Firstly, gather the URLs for the social media profiles or posts you want to check. We’ll use the example of Avora, an immersive cocktail experience.
- https://www.tiktok.com/@avora_experience
- https://www.facebook.com/AvoraExperience
- https://www.instagram.com/avora_experience
- https://www.tiktok.com/@avora_experience/video/7229277695673208091 (specific post example)
Head to Organic Research in Semrush and paste the URL into the search bar. Choose the country you’re interested in from the dropdown and Search.
You’ll then be presented with a range of data relating to the profile or post's organic performance in Google search. We’re concerned with the ‘Top Keywords’ section (bottom left on the screenshot below).
If you're searching profile, make sure ‘Subfolder’ is selected in the search bar. This allows enables you to research all of the posts on a profile, if you're searching for a TikTok or X profile. For a specific post, choose ‘Exact URL’.
Click ‘View all keywords’ for a more in-depth breakdown – this shows the keywords that, according to Semrush, the profile or page you searched is visible for. Hover over each column heading for description.
URL structure considerations for Facebook and Instagram
TikTok and X have a URL structure such that each individual post is a subpage of the profile. This makes it possible to research all of the content on a profile in one single search.
- Profile URL: tiktok.com/@avora_experience
- Individual post URL: tiktok.com/@avora_experience/video/7384817884100414753
However, this isn't the case on platforms like Facebook, Instagram and YouTube. You’ll have to check the profile and each post individually to see what ranking terms there are. As we mentioned earlier, make sure to select ‘Exact URL’ (Semrush) or ‘Exact page’ (Moz) in the search bar when researching specific pages.
- Profile URL: instagram.com/avora_experience/
- Individual post URL: instagram.com/p/C4OMhnno2Xr/
Using Moz to check the Google search visibility of your social media content
After logging in, go to Ranking Keywords (Moz Pro > Keyword Research > Explore by Site). Paste the profile or social post that you want to check.
If you’re researching a profile on TikTok, choose ‘Subfolder’. If you’re researching a specific post, choose ‘Exact page’. Make sure your target location is selected, too.
A list of ranking keywords will be displayed beneath.
SEO tool databases aren’t exhaustive
Be aware that tools like Semrush, Moz and Ahrefs have limited keyword databases. It’s likely that your pages will be visible for many more search terms than the tool shows, particularly if they relate to niche topics.
In fact, those low-volume, long-tail terms may well drive the most valuable and qualified organic traffic for your brand.
Looking to conquer social media and Google search?
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Our award-winning social media and SEO teams can put together a content creation strategy that stops thumbs on social media and in Google search.
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