A very useful article by Elegant Themes’ Dan Virgillito :
Did you know: 571 new sites are made and 70 new domains are registered on the internet within a minute? And that’s just counting a minute. You don’t even want to contemplate the average number of websites created within a year. Generally speaking, the competition for high search engine visibility is fiercer than ever. Even for established websites it’s a tough ask. That is where overlooked tactics like social media seo can give you a competitive edge.
On the whole, social signals / links don’t have a direct impact on the search engine rank of a website. They’re easy to manipulate, which is why search engines don’t give them a lot of importance. Yet, social media benefits search engine rank in unexpected ways.
Specifically, social media seo works in the following ways:
- Webpages that gain social traction are indexed faster in search engines. The catch is that audience sharing the content must be active and earned.
- The likelihood of other websites linking to your content increases when it gets shared and promoted on social media. Links are a major driver for search engine rank.
- A strong presence on social media could boost brand awareness and positive reputation. The more popular your website, the more it will be searched for.
Point in fact, social media seo interaction certainly influences search engine visibility.
But it requires more than just creating a social media profile. Here are 4 tips to help you benefit from social media seo.
1. Fill Your Social Media Profiles with Relevant Information
Include as much relevant information as possible about your website while filling out your social media profiles. Most importantly, include the name and URL of your site, as well as the keywords you want to rank for in the description and the updates you post.
So when people share and engage with your social media updates, they’ll basically aid your brand awareness efforts. For instance, Dom & Tom Inc included important information about its blog post in the update it shared on its Facebook page, leveraging social media seo.
The SEO title of the post is mentioned in the description. This will also get passed around when social media audiences share this update and tag their peers in the comments section.
Potentially, it could result in searches like “things to keep in mind when building apps for kids Dom & Tom” or “Dom & Tom tips for building kids apps,” bringing an indirect increase in Dom & Tom’s search engine visibility.
2. Striking Up Conversations Is an Integral Part of Social Media SEO
Undoubtedly, social media provides an easy way to start a conversation with your target audience to offer value and address pain points . Launch inquiries, post useful tips, start a general discussion and reply to the audiences’ comments with helpful tips.
Then, engage people in the conversation directly. Such engagements are key to creating and retaining an interactive community. Social media seo would encourage your existing customers to return while helping you develop authority for potential ones. Not to mention, a satisfied audience would be willing to spread the word about your company.
For instance, WordPress.com engages its Facebook audience by answering their queries in the comments section.
When implementing this tactic, you can also capitalize on the immediacy of response, which 72% of customers listed as critical. Fast response will increase the willingness of people to recommend or praise your brand on social media.
Indirectly, it will result in SEO gains when someone mentions your name on their blog as a helpful resource.
3. Partner with Social Media Influencers
By and large, social media influencers can multiply the visibility of your social media content. Though increased readership won’t directly boost your search engine rank, you’ll create a gateway to more links in the future through this social media seo tactic.
For instance, if an influencer with 5 times bigger following than what your social media efforts can muster shares your content, it would be a boon for your visibility as the influencer’s audience start Googling you up. As a result, your published pieces will have better value after syndication.
Therefore, start connecting with relevant influencers to build a cycle in which they promote your content and talk about your brand. For instance, Kissmetrics partnered with Jeff Bullas and Ann Handley, two of the most respected content marketers, for a webinar.
The update was shared on social media. Both influencers also informed their audiences about the collaboration. On the whole, it resulted in increased brand awareness for the Kissmetrics brand.
Note: In such influencer-based collaborations, you’re likely to earn nofollow links from the influencers’ social media pages and dofollow links from their websites when they mention your name.
4. Create & Push Captivating Content
Eventually, social media seo comes down to developing compelling content and experiences that your audience will love to discuss and share. Ensure that your video, infographic, visual, text, etc. is unique and in line with the social experience.
Once your content sees some engagement, push it via social media advertising to create a healthy buzz. The incoming traffic will likely result in increased engagement, which could result in more external links. Actually, it’s quite rare to see a highly linked-to page with no social media shares. You can even use hashtags for better reach.
Check out the content shared by Blugraphic on its Facebook page.
In one of the posts, they’ve made an album for Giraffey Free Uppercase Condensed Typeface. Other updates include videos and animations in actions. This is the kind of captivating content that social media audiences love to see and share.
While standard SEO practices continue to be the first preference when it comes to increasing search engine visibility, it seems that social media seo is fundamental for building authority. Therefore, put some effort into optimizing your social media profiles, connect with the right influencers, and post quality updates on each social media network. You will be surprised to see the ROI these endeavors bring overtime.
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