Social media presence and SEO signal analysis. Activates when discussing social media profiles, social signals, YouTube SEO, Open Graph tags, social content strategy, engagement, brand consistency across platforms, or social media as an SEO amplifier. Phase 13. Output: {AUDIT_DIR}/social-findings.md
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Social media is an indirect but measurable SEO amplifier in 2025. The direct impacts: social profiles rank in branded SERPs (positions 2–6), verified profiles add sameAs entity signals to the Knowledge Graph, and active Facebook/Instagram feeds directly influence GBP performance — businesses with weekly posts receive 42% more GBP clicks (BrightLocal 2024). The AI visibility angle is new and critical: ChatGPT, Gemini, and Perplexity train on and reference social profiles when describing businesses to users — incomplete or abandoned profiles lead to inaccurate AI descriptions. TikTok video content has been indexed in Google Search results with VideoObject schema since 2024. YouTube SEO is separate from traditional SEO but competes directly in the same SERPs for "how to" and service queries.
2025 social SEO benchmarks:
Numbered Action Plan:
sameAs array in JSON-LD on homepage. Each is an entity consolidation signal. Effort: 30 min. Priority: 20.og:title, og:description, og:image (1200×630px), og:url, og:type. Use Facebook Sharing Debugger to validate. Effort: 1–2 hrs. Priority: 20.twitter:card, twitter:title, twitter:description, twitter:image. Improves CTR when content shared on X/Twitter. Effort: 30 min. Priority: 10.Social media does NOT directly pass PageRank — but it powerfully influences SEO through:
2025 Social SEO benchmarks:
Read {AUDIT_DIR}/intake-data.md — social URLs provided, business category, goals, location.
Read {AUDIT_DIR}/competitor-profiles.md — competitor social presence benchmarks.
Read {AUDIT_DIR}/local-findings.md — GBP insights that complement social.
Tools for this phase:
| Tool | Purpose | Cost |
|---|---|---|
| Meta Business Suite | Facebook + Instagram analytics, post performance, audience insights | Free |
| LinkedIn Analytics | Company page analytics, follower demographics, post reach | Free (requires admin) |
| YouTube Studio | Video analytics, search terms, audience retention, CTR | Free (requires access) |
| Buffer / Later | Social media scheduling + analytics — content calendar view | Paid/Free |
| Sprout Social | Multi-platform analytics + competitor benchmarking | Paid |
| Hootsuite | Multi-platform management + reporting | Paid |
| Brandwatch | Social listening — brand mentions across all platforms | Paid |
| TikTok Analytics | Video performance, profile analytics | Free (requires access) |
| Platform | Profile URL | Claimed/Verified? | Followers | Posts (last 30 days) | Profile Complete? | NAP Match GBP? |
|---|---|---|---|---|---|---|
| Yes/No | ✅/❌ | ✅/❌ | ||||
| Yes/No | ✅/❌ | ✅/❌ | ||||
| LinkedIn Company | Yes/No | ✅/❌ | ✅/❌ | |||
| YouTube | Yes/No | ✅/❌ | N/A | |||
| Twitter/X | Yes/No | ✅/❌ | ✅/❌ | |||
| TikTok | Yes/No | ✅/❌ | N/A | |||
| Yes/No | ✅/❌ | N/A | ||||
| Nextdoor (Business) | Yes/No | ✅/❌ | ✅/❌ | |||
| [Industry-specific] | Yes/No | ✅/❌ | ✅/❌ |
Priority platforms by business type (focus audit on these):
| Business Type | Priority Platforms | Why |
|---|---|---|
| Home services | Facebook, Instagram, Nextdoor, YouTube | Visual work, local community |
| Legal | LinkedIn, Facebook | Professional credibility |
| Healthcare/dental | Facebook, Instagram, LinkedIn | Patient trust, professional image |
| Restaurants | Instagram, Facebook, TikTok, Google Photos | Visual, discovery |
| B2B / professional | LinkedIn, YouTube | Thought leadership |
| Retail | Instagram, Facebook, Pinterest, TikTok | Visual shopping |
| Automotive | Facebook, Instagram, YouTube | Visual showcase |
| Check | Pass/Fail |
|---|---|
| Business Page (not personal profile) | ✅/❌ |
| Profile + cover photo (branded, high quality, correct dimensions) | ✅/❌ |
| "About" section: services, hours, address, phone | ✅/❌ |
| Website URL linking to correct page | ✅/❌ |
| Facebook Reviews enabled and monitored | ✅/❌ |
| CTA button configured (Book Now / Contact Us / Call Now) | ✅/❌ |
| Posts at least weekly (check last 4 posts) | ✅/❌ |
| Messenger response rate ≥90% and <15 min response | ✅/❌ |
| Check | Pass/Fail |
|---|---|
| Business account (not creator or personal) | ✅/❌ |
| Bio: service + location keyword + CTA + link | ✅/❌ |
| Profile photo matches other platforms | ✅/❌ |
| 12+ quality feed posts showing work | ✅/❌ |
| Stories active (last 7 days) | ✅/❌ |
| Reels published (reach 5–10× feed posts) | ✅/❌ |
| Highlights with service categories | ✅/❌ |
| Location tagged on posts | ✅/❌ |
| Check | Pass/Fail |
|---|---|
| Channel created with custom URL | ✅/❌ |
| Channel art (2560×1440px), logo (800×800px), description keyword-rich | ✅/❌ |
| Videos: keyword-first titles ("How to Fix a Leaky Tap — [City] Plumber") | ✅/❌ |
| Descriptions: 500+ chars, keyword-rich, with timestamps | ✅/❌ |
| Custom thumbnails (high contrast, face/text readable at 120px) | ✅/❌ |
| Playlists organized by service/topic | ✅/❌ |
| Videos embedded on relevant website service pages | ✅/❌ |
| VideoObject schema on pages with embedded videos | ✅/❌ |
| Chapters/timestamps in all videos ≥5 min | ✅/❌ |
| Cards and end screens driving to website | ✅/❌ |
| Check | Pass/Fail |
|---|---|
| Company page (not personal profile) with 100% completion | ✅/❌ |
| Industry, company size, founded date, specialties filled | ✅/❌ |
| Website URL correct | ✅/❌ |
| Logo (300×300px) and banner (1128×191px) | ✅/❌ |
| Weekly posts (mix: insights, projects, team) | ✅/❌ |
| Employees linked to company page | ✅/❌ |
| Services listed | ✅/❌ |
Inconsistencies across platforms = entity fragmentation = weaker Knowledge Graph.
| Element | GBP | YouTube | Consistent? | |||
|---|---|---|---|---|---|---|
| Business name (exact) | ✅/❌ | |||||
| Profile/logo image | ✅/❌ | |||||
| Phone number (format) | ✅/❌ | |||||
| Website URL | ✅/❌ | |||||
| Business description (core messaging) | ✅/❌ | |||||
| Hours (matching GBP) | ✅/❌ |
sameAs schema check: Are all social profiles linked in website LocalBusiness schema?
Current sameAs coverage (needed for entity consolidation):
"sameAs": [
"https://facebook.com/[handle]",
"https://instagram.com/[handle]",
"https://linkedin.com/company/[slug]",
"https://youtube.com/@[handle]",
"https://twitter.com/[handle]"
]
Missing from sameAs: [list missing platforms]
| Content Type | Current Count | Current % | Target % |
|---|---|---|---|
| Educational (how-to, tips, explainers) | 35–40% | ||
| Social proof (reviews, before/after, testimonials) | 25–30% | ||
| Behind-the-scenes (team, process, culture) | 15–20% | ||
| Local community (events, news, local features) | 10–15% | ||
| Promotional (offers, sales, CTAs) | 5–10% |
Effective local service content types (2025):
Formula: (Likes + Comments + Shares + Saves) / Followers × 100
| Platform | Client Rate | Good (2025) | Excellent (2025) | Status |
|---|---|---|---|---|
| % | 1–3% | 3%+ | ||
| % | 2–5% | 5%+ | ||
| % | 0.5–1.5% | 1.5%+ | ||
| TikTok | % | 5–10% | 10%+ | |
| YouTube (click-through) | % | 3–5% CTR | 5%+ CTR |
Community Engagement:
These tags control how pages look when shared on social — directly affect CTR of social shares.
| Page | OG Title Set? | OG Image (1200×630)? | OG Description? | Twitter Card? |
|---|---|---|---|---|
| Homepage | ✅/❌ | ✅/❌ | ✅/❌ | ✅/❌ |
| [Service 1] | ✅/❌ | ✅/❌ | ✅/❌ | ✅/❌ |
| Blog/articles | ✅/❌ | ✅/❌ | ✅/❌ | ✅/❌ |
| Contact | ✅/❌ | ✅/❌ | ✅/❌ | ✅/❌ |
Required tags:
<!-- Open Graph (Facebook, LinkedIn, WhatsApp, Slack) -->
<meta property="og:title" content="[Compelling page title — 60 chars]">
<meta property="og:description" content="[Summary — 150 chars]">
<meta property="og:image" content="[1200×630px image URL — absolute path]">
<meta property="og:url" content="[Canonical URL]">
<meta property="og:type" content="website">
<meta property="og:site_name" content="[Business Name]">
<!-- Twitter Card -->
<meta name="twitter:card" content="summary_large_image">
<meta name="twitter:title" content="[Title]">
<meta name="twitter:description" content="[Description]">
<meta name="twitter:image" content="[1200×600px image URL]">
<meta name="twitter:site" content="@handle">
| Metric | Client | Comp 1 | Comp 2 | Comp 3 | Gap |
|---|---|---|---|---|---|
| Facebook followers | |||||
| Instagram followers | |||||
| Posts/month (primary platform) | |||||
| Avg engagement rate | |||||
| YouTube subscribers | |||||
| YouTube video count | |||||
| Platforms active on | |||||
| OG tags implemented? |
| Action | Impact (1–5) | Feasibility (1–5) | Priority | Effort |
|---|---|---|---|---|
| Add sameAs for all social profiles in schema | 4 | 5 | 20 | 30 min |
| Add OG tags to all key pages | 4 | 5 | 20 | 1–2 hrs |
| Configure Facebook CTA button | 3 | 5 | 15 | 10 min |
| Start weekly Facebook posts | 3 | 5 | 15 | 1 hr/week |
| Claim Nextdoor Business page | 3 | 5 | 15 | 30 min |
| Add location tags to all posts | 3 | 5 | 15 | Ongoing |
| Create first YouTube video (service explainer) | 4 | 3 | 12 | 4–8 hrs |
| Add VideoObject schema to video-embedded pages | 3 | 4 | 12 | 30 min/page |
| Optimize Instagram bio (location + CTA) | 3 | 5 | 15 | 15 min |
| Publish first Instagram Reel | 4 | 3 | 12 | 2–4 hrs |
| Category | Weight | Score |
|---|---|---|
| Profile completeness — top 3 platforms | 25% | /25 |
| Brand consistency + sameAs schema coverage | 20% | /20 |
| Content quality and posting frequency | 20% | /20 |
| Engagement rate vs. platform benchmarks | 15% | /15 |
| OG/Twitter Card technical tags | 10% | /10 |
| YouTube SEO (if videos present) | 10% | /10 |
Write to {AUDIT_DIR}/social-findings.md with YAML frontmatter:
---
skill: strategy/social-media-audit
phase: 13
date: [YYYY-MM-DD]
business: [Business Name]
url: [URL]
score: [X/100]
active_platforms: [X]
og_tags_implemented: [yes|no|partial]
sameAs_social_count: [X]
---
Include:
Output files:
{AUDIT_DIR}/social-findings.md — findings with score and platform-by-platform audit{REPORTS_DIR}/phase-13-social.pdf — auto-generated PDF after phase completesKey consumers:
local/entity-audit — sameAs connections feed entity strengthlocal/brand-serp — social profiles appear in branded SERPoutput/report-generation — social score in master report section 13| Platform | Local Business Relevance | 2025 SEO Signal | Priority |
|---|---|---|---|
| Google Business Profile | Critical (primary entity) | GBP posts, Q&A, review responses = ranking signal | 25 (5×5) |
| High (local trust signal) | sameAs entity, reviews, local awareness ads | 20 (4×5) | |
| High (B2B + E-E-A-T) | Author entity, expertise signals for Knowledge Graph | 16 (4×4) | |
| Medium-High (visual services) | sameAs entity; VideoObject schema for Reels | 12 (3×4) | |
| YouTube | High (if video content) | VideoObject schema, auto-transcription for SEO | 16 (4×4) |
| TikTok | Medium (2025 emerging) | VideoObject schema; AI-description training data | 9 (3×3) |
sameAs array — Effort: 15 min — Priority: 20GBP and social profiles are entity signals, not direct technical SEO. However, social-driven traffic quality (dwell time, return visits) feeds Navboost behavioral signals. High-quality social content that sends engaged traffic = indirect INP/CWV improvement via reduced bounce rate and longer sessions.