When running any type of business or company, there are lots of things to keep in mind. You have to consider everything from what services or products you will offer next to when you’re going to launch that new marketing or ad campaign. Companies are challenging to keep afloat and everyone wants their business to succeed, so you have to really be “in the know” to get on top.
Today, social media marketing and SEO techniques are two of the most commonly employed digital marketing strategies that businesses use.
You are probably very familiar with the fact that many businesses run ads on social media, whether you’ve heard of it as a technique in your own marketing research or just seen the ads while scrolling through Facebook or Twitter. Social media marketing is actually a very efficient way at reaching new audiences these days as most people have multiple accounts on different platforms.
Social media is accessed from all around the world and platforms can post your ads to users that it thinks may actually be interested in your products.
Using social media marketing for your business is a great, modern way to get people’s attention, but it’s not the only thing that can give your business a boost.
SEO is another very common advertising technique. You’ve probably used this in any advertising campaign you’ve run and when writing your business’s web pages. If you haven’t, then it’s certainly time you do. Your marketing team will know how to devise an SEO strategy.
But why mention both SEO and social media? What is the significance of social media for SEO?
While it may not be super clear how SEO and social media marketing impact each other, studies have shown that they do. It may take a bit of finagling and you may need a couple trial and error runs, but there is a strong relationship between the two that can benefit your business.
In this detailed guide, we’ll tell you all you need to know about using SEO and social media marketing for your business. We’ll give you all the secret tips and by the end, your business will be on its way to better search engine rankings and more online visibility.
Is Social Media an SEO Ranking Factor?
Is social media a primary factor in SEO ranking?
No. At least not directly.
At one point, Google did admit that links shared through Facebook and Twitter do impact some part of your website’s ranking in their SEO algorithm. The previous head of Google’s webspam team made two videos talking about it, but the short answer was no.
However, when it comes to Bing, the answer is yes. The likes and shares of your business’s social media page do directly impact your ranking on their SEO algorithm.
Even when it comes to Google, somehow your business’s likes and shares impact its ranking. Many studies have shown that when your business’s social media page has fewer views, likes, and shares, then your web presence on Google is likely to go down too. This is more due to correlation, however, and not causation when it comes to the Google algorithm.
How Does Social Media Affect SEO?
If it’s not a direct connection, then how does social media strategy contribute to and impact SEO performance or search engine results? There are several different ways it impacts your business and SEO ranking, but here are just a few of the main ways.
- Your content is given a longer lifespan through social shares
- Online visibility is improved and generates more organic traffic
- Increases brand recognition and enhances your reputation
- Your brand is more likely to receive increase local searches
Even if social media doesn’t directly impact your SEO ranking like we’ve mentioned before, it does show SEO algorithms that your social media content is being shared and seen by more people. The more likes and social shares you receive on different social media platforms, the more likely your brand will reach more potential customers and expand its base.
Your brand being mentioned on social media can had an indirect impact on your SEO ranking as well. Google watches for social signals like that and somehow it contributes to your rank in their SEO algorithm.
At the very least, if your business has a social media presence, then potential customers may search for your website or follow the link and generate more traffic. By posting engaging posts, you’ll receive a more organic traffic flow from your social media page to your web page which will result in it showing up higher in Google searches.
Sharing photos, infographics, videos, or clips from blog posts on your social media page that have links back to your website can be an easy way to drive more focused traffic to your site.
Keep up good content and it will be shared all across social media platforms. Links like this can have a huge impact on your SEO ranking as many tests have shown, so it’s important that you keep them up.
Another, more basic, way that having a social media base helps you is by giving your business an audience. Just like we said above, if no one knows about your business, it certainly won’t be growing. Keeping an engaging social media platform can grow your customer base and grow your recognition.
It’s unsurprising that customers would click on websites they recognize over ones that they don’t. If they search something up and see your web page’s name, even if it ranks fairly well, they’re more likely to choose the one that they recognize more.
Without getting your name out there, fewer people are going to venture onto your site and check out your business.
Here are some key points to consider when you use social media to positively affect your business’s SEO.
- Only post useful and relevant content that enhances social media engagement as this will increase your following and generate more opportunities for links.
- Providing better information for your audience on your social media platform helps your brand gain traction and followers as well as increase your content reach.
- High quality content on social media can enhance your business’s reputation and become more recognizable. If your business is more recognizable, you’ll see more traffic to your website.
- Links on social media are the most important thing to include for impacting your SEO rankings in Google.
How to Optimize Your Social Media for SEO
Since running a social media page for your business can have an indirect impact on your business’s search engine optimization ranking, it makes sense that you would want to optimize it in order to get the most out of it that you can. Any little move you make towards growing your business is a move in the right direction.
There are a few different ways you can optimize your social media page and use social media for SEO, so we’ll go into each of them in depth.
You don’t have to employ all these social media tips, but in order to maximize visibility, we highly recommend that you do.
1. Optimize Social Media Profiles
The very first step in optimizing your social media as a whole is to optimize your profile. You want your profile image to be consistent across all social media platforms so if you have both a Twitter account and a Facebook page for your business, make sure your profile photo is the same. This will help customers recognize your brand quicker and feel more confident that they’ve found the right page.
Your profile’s bio should be relevant to your business page and not too long. Don’t try and fit your entire mission statement in the box. Instead, choose a few key points that you think best represent your business and put them there. Make them interesting too, as no one wants to follow a boring social media page.
In your bio, make sure to include a link to your website. You want customers to be able to find your site easily and quickly, before they lose interest or decide it’s too frustrating to find out more. Besides, we now know that links are one of the top ways to impact your search engine optimization, so make sure your put one in your profile.
2. Make Regular and Interesting Content on Social Media
It’s impossible to engage your audience using social media posts that don’t quite cut it. If your social media posts consist of long paragraphs or blurry and poorly taken photos, people are just going to scroll right past them.
Get your social media marketing team engaged with the account and find someone who knows how to run a professional social media account well.
If you want your social media posts to gain more attention or reach the edge of viral, then you’ll have to put the work in. This means attention grabbing headlines, high quality photos, and asking for social shares. You should have something in your social media posts that make people want to share it, therefore spreading your post further across the internet.
Run social media hashtags on your posts. Don’t make it excessive and you certainly shouldn’t make every other word a hashtag, but adding a couple of hashtags will increase the chances of your posts getting seen and help reach your target audience.
Posting regularly can be difficult if you don’t have an aspect of your business dedicated to keeping up your social media page. Maybe you forget or run out of time in your day, but not keeping your social media account active can make you lose followers.
Of course, posting regularly varies from platform to platform. If you post several times per day on Twitter, no one will bat an eyelid. If you post only a couple of times a week, then you may not look like a very active account. However, go over to Instagram and it’s the complete opposite. You don’t want to post too much every day or the audience might get annoyed with the spamming.
It’s important you recognize how often to post on each social media platform or you may find your account struggling. Having a social media account on multiple different social media platforms may mean that you only post some content on certain places.
This just means you’ll have to find another way to fit the same quality into social media posts on the other platforms as well.
3. Create Link Opportunities
We know that links are the biggest social media factor to influence search engine ranking, but that doesn’t mean they are easy. It isn’t difficult to incorporate them into your social media posts, but once you do, you rely heavily on others to click and follow.
You also want other people to link to your website as well. The best way to get people to link to your web page is to make sure they know about your business. Create engaging and informative social media posts so that when they’re later thinking about it, they may link your business in their own social media post.
Link opportunities greatly depend on your audience, so it’s vital that you grow one. The bigger your following, the more link opportunities you have.
You can make a few incentives for people to share your link, whether that’s through a contest or raffle of some sort. Anything that requires your followers to share your business’s link can help, so get creative and grow your traffic.
4. Optimize Website Content for Sharing on Social Media
It’s really easy to share content from your website to social media pages these days. As such, many people that read your web page may choose to share it to their own page and therefore spread word about your business. However, if you want this to happen, then you need to do a few things first.
Crafting quality content should be a primary concern anyway, but if you want it to be shared on social media as well, you’ll need to start from the very beginning.
Include eye catching images that are relevant to your current topic. Many people will include the photos from your post when they share. This opens up opportunities for social shares on more, photo-only social media channels such as Pinterest or Instagram.
You’ll also want your title to be engaging and interesting. Instead of titling your article “How to Get a Travel Agent”, choose something a bit more exciting like “Finding the Best Travel Agent for Your Dream Vacation”. This gets people thinking more about their travel and the thought of finding the best travel agent is more enticing than just finding any old travel agent.
High Quality Content
While remembering to add an interesting title and relevant photos, don’t forget to keep the content interesting too. If you have the set up of a great article and then write something that doesn’t make sense or is poorly thought out, you’ve just thrown away all your hard work. Hire a writer who knows how to help your business craft the best content.
And of course, you want to add those social media sharing buttons either at the top or bottom of your content. The easier it is to share, the more likely readers are to do it.
Nobody wants to spend a few minutes looking for the share button and some people may not even think to do it if it isn’t right there in front of them.
Top Social Media Platforms for Sharing Your Business
Maybe you already have a social media presence on most social media platforms, but if not, here are some of the top platforms to get started with.
You certainly don’t need an account on all of them, but it’s highly recommended that you have at least two or three. Some users won’t have an account on Facebook, but they’ll have Twitter or vice versa.
With multiple accounts, you’ll reach a broader audience and gain a bigger following. Always consider where your target audience hangs out and make an effort to be on that platform.
Facebook has been used by billions of people in the few years that it’s been around. Just behind Google and YouTube, it’s one of the top used websites in the world. What’s more? It’s super easy to share on which is great for getting people to spread the word about your business.
Overall, it’s a great platform for reaching a broad spectrum of people at once and getting your content shared by many people very quickly.
Another obvious choice would be Twitter. Twitter grew in popularity and is used by an audience with a wide age range. You can’t make super long posts, but it isn’t abnormal to post several times a day, so you should be able to easily get the same content out as on other platforms.
Just like Facebook, Twitter makes it easy to share posts and many people see them a day. You can also take advantage of trending hashtags to help your posts reach more people and find a relevant audience.
Although not as popular as it used to be, LinkedIn is still a reliable and great way to form a following. You can post content that’s long as you want and reach out to people you think may be interested in your business personally. In fact, LinkedIn is the marketing hub for 94% of B2B marketers and used for about 90% of lead generation.
While social media marketing may not directly influence your search engine ranking, there is no doubt that it does indirectly affect it. You can use social media posts to engage a bigger audience and receive more traffic organically while also gaining points from Google that will help you move up the search algorithm. Wherever you choose to develop your business’s social media, just don’t forget to keep it engaging, constant, and open for link shares.
If you need help using social media for SEO, contact SEO companies Orlando like Get The Clicks for a discussion.