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Highlights SEO Strategy

Swipe right on SEO: Can keywords play Cupid?

Algorithms are inescapable. They have the power to influence, nudge, and sometimes even manipulate our choices. Algorithms curate social media feeds, direct us to products we don’t even know we need (but somehow do), recommend movies we are practically guaranteed to like, and, for many of us, dictate our search for the perfect romantic partner.

According to a recent Pew Research Center report, 3 in 10 adults in the U.S. admit to having used a dating app or site in their quests for love (or at least some kind of companionship). Just like Google’s algorithm sorts through billions of web pages to find the best answer to our most pressing questions, dating apps use hidden algorithms to curate your potential matches. 

And many of the same factors that influence search algorithms also influence dating app algorithms. It’s totally possible to optimize your dating profile to find the best matches, just as you can optimize a website with SEO for the best rankings.

When two become one: Where search algorithms and dating app algorithms overlap

In technical terms, algorithms define a finite set of instructions executed in a predetermined order to achieve a desired result. 

But in application, you might think of algorithms as the secret blueprints behind every search or swipe. Just like Google or Bing connect you to the information you need, dating apps, like Bumble and Hinge, are compasses for navigating a sea of potential partners. When an advanced algorithm is at the helm, instead of randomly riding the waves and going with the flow, data drives a curated path.

Whether you’re looking for a quick answer to a trivia question with Google or swiping through an app to find a Valentine’s Day date, here are some things to keep in mind to help you maximize the “perfect match potential” of any algorithm, from search engines to dating apps:

Gathering data

Just as search engines analyze your search history and preferences, dating apps collect information from your profile, behavior—likes, profiles viewed per session, swipes, messages—and even survey responses. This data, which would be considered engagement metrics in SEO, becomes their digital recipe for understanding your unique “type.”

Identifying patterns

Think of algorithms as pattern information investigators, always on the lookout for recurring themes. If you consistently swipe right on outdoorsy extroverts with healthcare careers, the algorithm takes note and adjusts your match pool accordingly. It’s like Google noticing you frequently look for hiking trails and medical journals, and then prioritizing those in your search results.

Prioritizing profile

Once patterns are identified, the algorithm takes charge of your potential matches. It’s like Google ranking web pages with quality content based on relevance and authority. In the dating world, this means profiles that align with your preferences get bumped to the top of your swiping deck, while those that don’t match your “type” fade into the background.

Constant learning and adapting

Algorithms aren’t static; they’re constantly evolving based on new data and user interactions. Each swipe, message, or profile visit provides feedback for the algorithm to refine its understanding of your preferences. It’s like search engines updating their algorithms to reflect changes in user behavior and search trends.

While each platform might have its unique approach, they all follow a version of these basic steps. And just like you can use SEO for social media algorithm success, you can also rely on similar search engine optimization techniques to find your perfect match on the dating app of your choice. 

Organic magic: How to find love with SEO

The connection between dating apps and search engines goes beyond the algorithms. In fact, the processes of creating a dating app profile and optimizing a website for SEO have the exact same desired outcomes: to increase organic visibility and encourage action. Just like a business wants to see its products at the top of the SERPs, encourage clicks, and win conversions, the singles swiping on dating apps want to be on top of the stack, nudge potential matches to swipe right, and ultimately win a chance at love.

So, with these commonalities in mind, it’s time to consider using basic SEO practices to improve your dating app strategy. Here are some actions you can take to optimize algorithmic awesomeness, regardless of whether you’re working with a website or matters of the heart.

Consider user and keyword intent

Successfully optimizing a website or a dating profile means understanding your audience and their unique intentions. If you’re seeking high-funnel customers (or more casual matches) who are just browsing, aim for broad and informational keywords to pique their interest in general. If you’re looking for customers (or potential partners) closer to conversion (or a relationship), more specific and transactional keywords might be a better choice to build momentum and encourage a journey with the end result in mind.

Use linguistic profiling to speak your audience’s language

Linguistics plays a huge role in how we consume content and how we form relationships. Google and potential partners both use latent semantic indexing to understand relevency, and this means you must share high-quality content worded particularly for your perfect match.

Let’s say you’re looking for someone who is a bit of a homebody, great conversationalist, creative in the kitchen, and shares an affinity for little white dogs. Consider using terms semantically related to these traits like “cozy comfort,” “witty banter,” “culinary artistry,” and “petite powderpuff pups” to further display relevancy and spark a playful exchange.

Create compelling content

High-quality content reigns supreme in SERPs and dating apps. Share authentic anecdotes that reveal your unique qualities in your dating app profile just as you would with value propositions on your website. Visuals and creative content count, too.

Stay active and online

Consistent engagement encourages both search engine rankings and dating app views. For dating app users, this means logging in frequently and replying to messages promptly. When it comes to website optimizations, this means regularly posting new content and encouraging crawlers.

End on a call-to-action

We all need a little push sometimes. Call-to-action (CTA) language is essential for guiding clarity and direction. CTAs provide clear instructions and next steps, guiding your audience toward the desired action, whether it’s buying a product, subscribing to a newsletter, downloading content, sending a message, or even asking for a date. Without a CTA, users might be left confused and unsure of what to do next, leading to missed opportunities.

Whether searching for love or online success, you can use SEO strategies to find your perfect match. Remember, a clear call to action is critical to converting that click into a connection.

Ready to fall in love with SEO success?

While Tallwave doesn’t usually offer dating advice, we have written digital marketing love stories and we help businesses find their perfect matches online with powerful, integrated solutions. Reach out for a consultation today. 💕

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Customer Engagement Highlights SEO

Beyond hype and hashtags: The complicated connection between SEO and influencer marketing 

The allure of influencer marketing is undeniable. Just like organic SEO, influencer marketing can bring brands amplified awareness, improved engagement metrics, and perhaps most importantly, a boost in conversion rates.

Influencer marketing and SEO can even be powerful tools when used strategically and in concert with each other. However, relying on influencer marketing to improve your organic reach can be complicated. 

How does influencer marketing relate to SEO? 

Though distinct players in the marketing game, influencer marketing and SEO share a complicated relationship. Even Google has acknowledged the link between the two strategies. Both SEO and influencer marketing offer unique advantages and challenges, and understanding the complex relationship between them is key to unlocking the full potential of both.

Here’s how influencer marketing and SEO can complement each other:

  • Increased brand awareness: Both strategies aim to get your brand in front of more people. Influencer marketing leverages influencers’ established audiences, while SEO optimizes your website for search engines, making it more discoverable to an even broader audience.
  • Improved brand trust: Positive influencer endorsements can build trust with their audience, which can translate to your brand. Similarly, high-quality, informative content created for SEO can signal trust to search engine algorithms, not only boosting your rankings, but potentially earning you visibility among Google’s rich results and establishing the expertise of your brand.
  • Content creation: Influencers can create valuable content (e.g., blog posts, social media posts) featuring your brand, which you can then leverage on your website or social media for SEO benefits.
  • Backlinks: If influencers link to your website in their web-based content, it can boost your SEO ranking through high-quality backlinks. (But remember, most social media links are “no-follow” and won’t count as backlinks.)

Here’s how influencer marketing and SEO are different

  • Sustainability: Influencer marketing often delivers short-term bursts of traffic and engagement, while SEO aims for long-term, sustained organic growth.
  • Control: You have limited control over influencer content and messaging, while you have full control over your website and its SEO strategy.
  • Scalability: Reaching a large audience through influencer marketing can be expensive, while SEO can be scaled more efficiently with ongoing effort.
  • Measurement: Measuring the direct impact of influencer marketing can be complex, while SEO metrics are typically more well-defined and trackable.

You might summarize the relationship and differences like this: use influencer marketing for building brand awareness, social proof, and potentially generating high-quality content. Use SEO for building long-term organic traffic, establishing your brand as an authority, and improving overall website visibility. And of course, let’s not forget the links between SEO and social media, too! 

Let’s talk about Lashgate and its impact on SEO

TikTok beauty influencer, Mikayla Noguiera, is no stranger to controversy, but last year’s “Lashgate” has gone down in social media history. In early 2023, Nogueira posted a TikTok video review, in paid partnership with L’Oreal, showing off the conspicuous results of the brand’s new Telescopic Lift mascara. But the drama began to unfold when another app user posted a video asserting she had proof that Nogueira was wearing artificial eyelashes — specifically Ardell Wispies — in her review, which cast doubt on the mascara’s results. Nogueira posted the review that inspired Lashgate on Jan. 24, 2023. As of Jan. 24, 2024, exactly one year later, the video has garnered more than 60.5 million views on TikTok. 

According to organic search data from SEMRush, “Telescopic Lift Mascara” was searched 320 times in January 2023 (before Lashgate and shortly after the product launched). Monthly searches jumped to 5,400 in March 2023 as the drama peaked, and as of January 2024, the phrase has averaged 9,900 searches per month.

Even though the search volume for the product exploded by more than 4,200%, it’s not all good news. Branded search volume for the product largely included long-tail modifiers like “drama,” “controversy,” and “fake reviews.” 

On the flip side: What happened to Wispies?

Ardell false eyelashes hit the market more than half a century ago and have been a beauty industry favorite since. However, they have a slightly different SEO story to tell.

Let’s look at monthly search volumes for the term “Ardell Wispies”:

  • January 2023 (before Lashgate): 5,400
  • March 2023 (peak of Lashgate): 6,600
  • January 2024 (1 year after Lashgate): 5,400

Even though Noguiera’s paid partner was L’Oreal and not Ardell, the latter benefited from a modest-but-fleeting lift in monthly search volume when interest in the Lashgate controversy peaked. And this is how influencer marketing, regardless of hype or drama, typically works: a brand or product will see a surge in organic search volume and traffic after a product goes viral, but these figures fall back to the status quo when the hype dies down. 

While the short-term impact of influencer marketing can drive a rapid, short-term increase in brand visibility that could translate to a temporary positive impact on your brand’s bottom line there are no guarantees except that results will be fleeting.  Long-term organic search success comes from investing in a healthy, ongoing SEO strategy.

Connecting the dots between influencer marketing and SEO for long-term growth

Now that we’ve unraveled some of the nuances in the complex relationship between influencer marketing and SEO. Here are some actionable steps to craft a strategy that maximizes the potential of both to amplify your brand’s reach and build lasting organic visibility:

1. Align your influencers with your SEO goals:

  • Consider micro-influencers: They often engage in deeper connections with their audiences, creating content that feels more authentic and resonates better with search engines.
  • Prioritize content quality over reach: Choose influencers who align with your brand values and can create informative, engaging content that optimizes for relevant keywords.
  • Invest in evergreen topics: Don’t just chase fleeting trends. Collaborate on content that has long-term appeal and relevance, offering lasting value to your audience and search engines alike. 

2. Capitalize on content synergies and measure impact:

  • Repurpose influencer-generated content: Share their social media posts, blog articles, or video snippets on your website and optimize them for relevant keywords.
  • Leverage backlinks: Encourage influencers to link to your website within their content, providing valuable backlinks that boost your SEO ranking.
  • Track and analyze: Use analytics tools to monitor the performance of your influencer campaigns, both in terms of audience engagement and organic search traffic.

3. Build a robust SEO foundation to sustain the momentum:

  • Optimize your website: Ensure your website is technically sound, with fast loading times and mobile-friendliness. Incorporate relevant keywords strategically throughout your website content.
  • Focus on quality backlinks: Beyond influencer partnerships, actively pursue high-quality backlinks from reputable websites in your niche.
  • Create valuable content consistently: Don’t rely solely on influencer content. Publish informative blog posts, articles, and other valuable resources on your website to demonstrate your brand’s expertise and attract organic traffic.

Influencer marketing and SEO are both powerful tools, but don’t rely on influencers alone to expect long-term results. By implementing these actionable steps and a strong SEO strategy, you can leverage their combined strengths to build a brand that shines online, both in the spotlight of an influencer’s collaboration and in the steady glow of long-term organic success.


Ready to see for yourself? Let’s discuss how a full-funnel marketing program leveraging organic SEO can equal outstanding experiences and ongoing success. Here’s to the start of a great partnership.

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Customer Engagement Highlights Uncategorized

Cloud security management: Safeguarding your data

Over the past few years marketing and IT teams have been flying high with cloud-based innovations. These servers and software “in the sky” are aimed at improving flexibility, scalability, and efficiency of handling and accessing the data that empowers marketers to make the informed decisions they need to reach their target audiences and provide great consumer experiences. From collecting and storing paid media analytics to scheduling automated campaigns, the cloud seems to be the key fueling your brand’s digital ascent. 

But as you soar amidst the data-driven clouds, a question whispers in the wind: is your data safe?

Enter cloud security management, the vigilant guardian in this digital sky. It’s the framework, the set of tools, the sleepless protector ensuring your prized marketing data navigates the cloud with confidence and integrity.

The cloud security landscape: From seedling to towering tree

Cloud security’s journey began decades ago, as a tiny sapling sprouting from concerns about online data vulnerability. Today, it stands tall as a mighty oak, offering robust solutions across industries. But for marketers and IT teams who rely on high-quality data to drive actionable insight, understanding where you are in this forest is crucial. Are you just planting the seeds of cloud adoption, or do you have sprawling data ecosystems nestled within its branches? Identifying your stage sets the foundation for your cloud security management journey.

Understanding data protection: The roots of secure marketing

The heart of cloud security management is data protection. For many marketing teams, this translates to safeguarding customer information, campaign creatives, and brand-sensitive data. For others, like those who rely on healthcare web analytics data, the roots are even deeper. 

However, cloud security management isn’t without a few thorns. Today’s marketing landscape throws myriad security challenges our way:

  • Evolving threats: Hackers, malware, and data breaches constantly evolve, demanding dynamic, adaptable security measures.
  • Fragmented ecosystems: Multi-cloud environments and third-party integrations multiply data touchpoints, creating a complex security puzzle.
  • Human error: Accidental data leaks or inadequate employee training can unintentionally expose vulnerabilities.

To combat these growing threats, marketing and IT teams might consider an approach with two branches:

1. Data classification and encryption

Prioritize your data, classifying it based on sensitivity and implementing robust encryption measures for high-value information. Secure cloud storage solutions further solidify your digital fortress.

2. Cloud security standards

Adopt industry-standard practices like strong password policies, access controls, and regular security audits. Remember, prevention now is always better than breakfixes later.

So, having acknowledged the critical role of data protection, the question that begs to be asked is: how can we actively implement best practices and tools to build a data sanctuary within the cloud that protects and enables our marketing initiatives?

Best practices for cloud security management: Building your data a secure shelter

Let’s delve deeper and explore the practical tools and best practices marketers and IT teams can leverage to ensure data stays safe in the cloud.

Cloud security monitoring and threat detection

Invest in tools that continuously monitor your cloud environment for suspicious activity and potential threats. Early detection is key to swift and effective containment. Tools can vary by cloud provider. Those using AWS might look to GuardDuty or Amazon Inspector, while those on Azure might consider Microsoft Defender for Cloud or Log Analytics.

Future-proof your environment

Stay ahead of the curve by constantly evaluating and updating your cloud security measures. Remember, the digital landscape is ever-shifting, and so must your defense mechanisms.

Secure cloud storage

Choose reliable cloud storage solutions that offer robust security features, data redundancy, and disaster recovery options. Your marketing data deserves a digital vault, not a cardboard box.

Cloud security policy

Craft a comprehensive cloud security policy that outlines data handling procedures, employee training protocols, and incident response plans. Clear guidelines are your best friend in crisis mode.

Regulations like GDPR and HIPAA add another layer of complexity to the cloud security puzzle. Risk management in cloud security is key, by regularly assessing compliance and actively managing potential risks, you can chart a secure course through the regulatory waters. Other guidelines, like SOC 2 and ISO 27001, provide a roadmap for achieving and maintaining compliance, earning you precious trust and peace of mind.

Embarking on your secure cloud journey

Cloud security management may seem daunting and like a maze of risks and regulations. But remember, you don’t have to navigate it alone. Cloud security solutions abound, offering tools, expertise, and managed services to guide you every step of the way.


At Tallwave, we understand the intricacies of cloud security, especially in the dynamic world of digital marketing. Our team of marketing data strategy experts is ready to equip you with the knowledge, tools, and confidence to conquer the cloud’s highest peaks. Tallwave is just a cloud hop away; we’re here to help when you need us.

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