SSO: The New SEO

Social search optimization is just like any search engine optimization strategy in that the desired result is to increase your visibility on search engines such as Google. What is new about this branch of optimization is the content on which it is focused. With this new wave of culture that we are experiencing, where social media reigns supreme, more and more people are riding the wave of this popular movement, whether it is on Facebook, Twitter, Instagram, all of them, or anything in between. As these social sites become more important and have a greater impact in our lives, the same is happening for search engines. Search engines are now placing more importance on the content of these social sites in ranking webpages in their SERP’s.

Social Media

Social search optimization (SSO) is a practice in which social media content i.e. tweets, Facebook posts, Instagram photos, etc. are all included within the internet database to be searched. The purpose of this approach to improve search engine results is multi-faceted. One advantage is it provides a body of records regarding an individual’s past searches and social media actions to the search engine. Search results can be optimized on an individual-to-individual basis based on their previous searches and social media behavior. This results in a completely customized search process contributing to a more efficient experience for the user. As a marketer, you now want to be present in your customer’s social world to effectively infiltrate their top search results.


In order to fully take advantage of the opportunity that lies in social search optimization, you must really buff up your social media profiles with professional layouts and formatting, great pictures, and consistent RELEVANT content. Much of a post’s visibility when searched will be based on its popularity in comparison with other, similar content. Most social media sites have indicators of fellow users’ approval of the content, i.e. likes and favorites. This is a large factor in a posts exposure in search engine results. That is why it is so important to make your content count; keep it engaging and of course relevant. Now that this content is becoming more and more archived and part of a searchable database, tagging them with strategic keywords is becoming a beneficial practice. “Hashtags” used in social mediums like Twitter and Instagram are one example of tagging posts in a way that they can be searched later.


This new branch on online optimization will have profound effects on your real estate marketing strategy. When you make social search a part of your marketing plan, you can expect to see the higher rankings you are striving for. While traditional SEO practices should still be a large part of your strategy, it is important to apply these new trends, always try to understand where the internet is heading, and stay up-to-date on how search engine algorithms are changing. Next time you send out that tweet or post that photo, keep in mind the impact it could have on your online presence.


Karin Gage is a broker with Summit Sotheby’s International Realty in Park City, Utah. She has been working in the Park City and Deer Valley real estate markets for over 18 years.

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  1. Dylan Darling December 5, 2013 at 5:08 pm - Reply

    I’ve tried over time to build my SSO, but it’s hard to keep up with! As agents, we get busy chasing leads, showing homes, and going to appointments. I go in phases of keeping up my social media pages, then I don’t do anything for some time. SEO is a business in itself that requires a lot of time and energy. I’m slowly finding a balance and schedule that works for me. Great advise. Social media is changing SEO as we know it.

  2. Susan Zanzonico December 9, 2013 at 7:07 pm - Reply

    I am learning this is very true. Hard to keep up with yes, and I have done some resisting I admit. However, more and more seems to b e moving towards social media sites. There are so many social media sites that now I am trying to determine which are the most important and where to focus my efforts. Perhaps the picture in this blog reflects the answer. Like Dylan says, if you have to sell real estate too, it becomes challenging to do it all. Great post. Thanks.

  3. Matthew December 13, 2013 at 4:31 pm - Reply

    Good article. Social search optimization isn’t talked about enough in my opinion, but is so important, especially with Google’s new Hummingbird update.

  4. Chris Webb December 16, 2013 at 1:00 pm - Reply

    Great Article on exactly why it is necessary to write and produce content in your industry. The key is to have a plan, use a calender and make sure that your time is respected. All it takes is 15-30 minutes a day to produce good content. Start by writing a Blog Post once per week of at least 300 words. SEO is now understanding that Social Media has changed the way we look for information, just make sure your information is out there. Great Article!!

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  6. Bill Gassett February 8, 2014 at 9:24 pm - Reply

    A Real Estate agent looking to increase their business through social search should be using Google Plus to do it! It only makes sense that to increase search rankings you would do it through Google’s social site!

  7. Informative article. The key as mentioned is relevant content so that one can drive engagement. Having people contribute and engage your content is key through sharing it, commenting on it etc.

  8. Leona October 15, 2016 at 5:54 pm - Reply

    Nice post. I was checking constantly this blog and I am impressed!
    Very helpful info particularly the last part 🙂 I care for such info much.
    I was looking for this certain info for a long time. Thank you and best of luck.

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