Why Social Media and SEO is More Connected Than You Think
A good social media strategy is the Holy Grail for businesses; it shapes the perception of a brand, carries the voice, creates an opportunity for interaction with the customer, and as a result, triggers inbound sales leads and referrals. Social media and SEO are heavily tied to each other. SEO data can help improve your social efforts, and social media can help with search engine rankings.
While Google has flip-flopped on their algorithm’s use of social signals as a factor in search rankings, the official word for now is that social signals (likes, retweets, pins, shares, follows, etc.) don’t factor into search results. However, social content is still a very influential SEO tool, even if social signals don’t directly impact your search rankings.
Write Searchable Social Content
Identify your targeted SEO keywords and then incorporate them in the headlines, summaries, links, and bios of each of your social media profiles. You can also use those keywords in the captions of relevant images you post.
People searching Facebook or any other network might happen across your company’s social content because of the foundation-level keywords built into it. From there, they can be drawn into the funnel of your inbound marketing strategy.
Create Quality Content
Quality content is one of the most important elements of your social media and SEO strategy. Now don’t get us wrong, quality content alone is not going to drive sales, but it’s crucial for any solid digital marketing strategy whose goal is to leverage organic search as a part of an inbound strategy.
It’s important to note that quality over quantity is important. Google continues to push for quality and for good reason. Search engines don’t want repeat content that is cut and pasted from another website, or “guest” posts that are published on several websites. Remember, your content cannot only be focused on SEO. Incorporating as many SEO keywords as possible will not keep your readers’ attention. Furthermore, it will hurt your rankings as Google is no dummy--they know when you’re “stuffing” keywords into your content. You need to write for your audience and include keywords in a naturally-sounding way. It’s both an art and a science.
Publish Social Posts Worthy of Backlinks
Social posts can end up in all sorts of places outside traditional social networks. They’re being used in blog posts and articles, eBooks, and SlideShare presentations. If you create social media content other people want to reference, you’ll gain backlinks to your social media profiles and website, effectively boosting your authority with search engines.
Will Google eventually include more social media signals in its ranking algorithm? Maybe, maybe not. Regardless of what the future holds, it’s clear that your social media content can, in fact, help your SEO efforts. Even if social media isn’t a direct Google ranking factor, it is one of the most effective ways to promote content and be found online. Which is, ultimately, what SEO is all about.
If you’re looking to improve your search engine rankings as well as your social presence, but not quite sure how to go about it, let’s talk.