Social media optimisation (SMO): be visible where your customers are

Your customers do not only look for you on Google. They also discover businesses on Facebook, Instagram, LinkedIn, Pinterest or YouTube. SMO – Social Media Optimization – covers the techniques that grow the visibility of your business and your website on these networks.

SMO and SEO: what is the link?

Let's be precise: likes and shares are not a direct ranking factor in Google. Social networks do, however, have a very real indirect effect:

• they spread the word about your content and generate visits to your website;
• they increase searches for your name on Google, a signal of brand awareness;
• widely shared content is more likely to be cited and linked by other websites;
• your social profiles themselves appear in the results when people search for your business;
• generative AI also relies on a brand's presence across several platforms to assess its reputation.

SEO, SMO and paid search therefore form a coherent whole.

Which social network should you choose?

There is no need to be everywhere: one or two well-run networks are better than five abandoned accounts.

Network	Ideal for	Content that works
Facebook	Shops, tradespeople, local businesses	News, events, reviews, project photos
Instagram	Visual businesses: interiors, fashion, food, landscaping	Polished photos, short videos (Reels), behind the scenes
LinkedIn	B2B services, industry, recruitment	Expertise, case studies, company news
Pinterest	Interiors, gardens, weddings, DIY	Inspiring visuals linked to your product pages
YouTube	Technical products, tutorials	Demonstrations, tips, presentations

Optimise your profiles

• A name identical to that of your business and your website.
• A clear description of your business and the area you serve.
• Contact details consistent with your website and your Google listing (address, phone, opening hours).
• A link to your website, ideally to the most relevant page.
• A professional logo and cover image.

Post effectively

• Consistency rather than quantity: one or two posts a week kept up over time are better than a burst followed by six months of silence.
• Concrete content: your projects, your new products, your team, your customers' questions.
• Links back to the website: share your articles, your new projects, your products.
• Engagement: reply to comments and messages quickly and courteously.

Make sharing easy from your website

Set up the Open Graph tags on your pages: they define the image, title and description shown when a link to your website is shared. A polished preview is far more clickable than an empty or badly cropped thumbnail.

Measure the results

Each network offers its own statistics (reach, interactions, clicks). In Google Analytics, social media traffic tells you which networks actually bring visitors – and enquiries.

Be visible wherever your customers look for you

We help you identify the most relevant networks for your business, optimise your profiles and connect them intelligently to your website and your SEO strategy.

Frequently asked questions