What does SMO stand for? OK, we are not talking “Shout Me Out” or “Senior Medical Officer”, we are talking “Social Media Optimisation”.

Basically, SMO is a set of techniques for making a brand more visible across the many social media networks and getting the most out of its presence there. The goal is to build brand awareness and increase a brands visibility online. It`s as simple as that.

What does SMO stand for

What Is Social Media Optimisation (SMO)?

Social media optimisation is the use of the various social media platforms, such as Facebook, LinkedIn, Instagram, etc, to manage and grow a brands online presence. It can be used to increase not only brand awareness, but that of new products and services too.

Also referred to as social media marketing at times, SMO is basically the process of optimising your brand’s social media profiles to help it improve its visibility online. It also helps your business reach out to prospective clients and engage with them.

The term “social media optimisation” was first coined in 2007 by Neil Patel, who described it as “the art and science of using social media sites to drive traffic to your website”.

In other words, SMO is the practice of making sure that you are posting content on all of these websites that will attract people to your site.

Well that`s my simple explanation, but let`s look at it a bit deeper.

Understanding Social Media Optimisation

Understanding Social Media Optimisation

Before we look at SMO, let`s just mention SEO (Search Engine Optimisation).

Now, over the years, SEO has been the standard for online marketing efforts. The similarity with SMO and SEO is that both share the common goal of attracting new visitors to a site, whether that`s your Facebook page or your website. However, SEO focuses on making sure that your website appears high up in the search engine results pages (SERPS) when people perform specific searches.


Have you had enough of all these abbreviations yet?

As you probably know, social media marketing has become very important for brands, especially the smaller ones, who want to grow their customer base and establish themselves online.

The various social media platforms can be used to promote your products and services through various means, such as paid advertising, organic posts, influencer marketing, and so on.

Get your social media optimisation right and you can help your company`s online marketing campaigns, which often direct people away from their social media channels and towards the company’s website, which provides more detailed info.

For example, a Facebook ad for an upcoming car might direct visitors to a company’s website that offers details about the vehicle, including its features, specs, and pricing.

Is social media optimisation worth it

“Hey Martin, is Social Media Optimisation really worth it though?”

In my view…definitely! 100%!

Social media optimisation basically, aims to encourage businesses to analyse, audit, and make adjustments to both its content and profiles to remain in step with the best practices of the social media platforms.

The concept of SMO is pretty simple. Just like SEO, SMO requires fine-tuning, tweaking and testing.

Why would you want to bother? Many brands make their social media efforts look easy, but the truth is that top-performing social media campaigns aren’t just about posting content; they’re about optimising every aspect of the campaign. Social Media Optimisation (SMO) has three main benefits:

  1. To increase the visibility and impact of your posts, you need to create engaging, shareable, original, and useful pieces of writing.
  2. Determine whether your social media efforts are having an impact on your business’s bottom line.
  3. Create high-quality, relevant, and engaging posts consistently.

Social media channels are becoming increasingly important for marketing success. Optimising your content will increase the chances of you reaching your KPIs (Key Performance Indicators) and will certainly make your job easier by setting up a process for fine-tun­ing your content.

5 social media optimisation (SMO) tactics

Here are my 5 Social Media Optimisation (SMO) tactics you should most definitely try

OK, let’s get started! Here are my tips for making sure your business gets maximum exposure through social media.

1. Optimising your social media accounts

First of all, you must determine whether your brand accounts match up with your business and its overall objectives. Carry out an audit of your social media accounts with an eye towards branding and market­ing messages as this will certainly help you.

For example, some things to think about when it comes to optimising your social media accounts include:

Branding and visual elements that match your company’s online presence (logos and fonts), social media profiles (hashtags, tags, and slogans), and email marketing campaigns (slogans).

A good way to direct people to the right place is by using an appropriate CTA (call-to-action) and linking them to the correct landing page

Your marketing messages and language should be consistent with your current promotional efforts.

Your social media presence is a kind of gateway into your business. If they’ve never encountered your company before, then you need to be consistent in your messaging and branding.

By using account optimisation, you ensure that your leads don’t ever feel “lonely” when they find you.

You may have slightly different URLs, promotions, and biographies across your multiple social media accounts, and that`s okay! Just make sure that you use the correct social media image size for each separate account as they do have varying dimensions.

2. Searchability Optimisation

Social Media Optimisation should be a top priority if you want to get results from your online campaigns.

I am seeing more and more social media profiles appearing in Google search results lately.

Recently rolled out features such as Instagram’s new search tools show just how important it is for brands to be mindful of how they use keywords across different platforms.

Don`t panic though! You don’t need to stuff keywords into your posts and content to increase its social searchability. Perform some valuable keyword research for industry and product-specific keywords you can use in your social media posts. Then use some key social media optimisation tactics including:

  1. Include relevant keywords (and hashtag tags) in your social bios.
  2. Make sure that your company’s key details such as username, email, phone number, etc., are consistent across social media platforms.
  3. Fill out your bio and About sections for each social media platform.

3. Content Strategy Optimisation

The real beauty of social media is that it offers your business an abundance of choices when it comes to what you can post. You can get really creative and let your juices flow! (OK, I`m getting carried away there a bit!)

However, your content marketing plan should not be a free-for all. So, the earlier you develop an organised and structured content marketing plan the better. It will definitely make it easier for you to generate those amazing ideas and posts.

Make sure you establish a consistent publishing frequency and volume, including when to publish, how many posts you need each day, week, or month.

You also need to determine which types of content you want to create (text post, image, video, or a mixture of all of these).

Remember that optimising for conversion takes time. You may need to start off slow and then gradually increase your efforts. Analytics can give you a good idea of where you stand now, but having a solid understanding of these basic concepts can really improve your chances of success.

A good way to keep tabs on everything you’re publishing is by using a social media management platform like Sprout Social. It allows you to easily see which posts are performing well in terms of engagement and reach, so you know when there’s an opportunity for new content.

4. Post optimisation for individual posts

Once you’ve established an overall ­­­content plan, think about how you can optimise each post individually.

Some content requires more refinement than others. For example: A post that is part of an influencer marketing campaign will need more editing than a meme or a daily greeting to your followers.

When it comes to optimising posts for social media platforms, there are several things to keep in mind:

Create captions for your images that match your company’s current promotions and initiatives.

Make sure that you include relevant hashtags, keyword phrases, and CTA phrases in each one of your posts.

Keep a consistent tone and style throughout your marketing efforts, but don’t be afraid to add some personality to your content.

5. Link optimisation

Social Media Optimisation (SMO) is one of the most important aspects of digital marketing. It’s often overlooked because it seems so simple. But

Social media posts should not be randomly dropped into your stream. By using link optimization, you can better track your customer’s behavior when they click through to your site and determine which types of posts perform best for your business. Simply put, you want to strive to:

Set UTM parameter on your social media accounts to track click attribution

To figure out which links are getting clicked, think about which campaigns they’re associated with, which CTA buttons were actually pressed, etc.

Make sure that you’re directing people to the correct links and landing page.

Link shortening and track­ing is key to assess­ing the ROI of your indi­vidual post and social efforts overall.


By now, you should have a pretty good understanding of what social media optimisation is and how important it is for your business.

As I always tell my clients, as with any digital marketing effort, SMO takes time, effort, and consistency to see those results you really want. But by following the tips in my article, you’ll be well on your way to reaping the benefits that social media can offer you and your brand.

Thanks for reading.