15/12/21 Social Media # , , ,

How Does Social Media Affect SEO?

Image showing the creative strategy for SEO

Is social media SEO really a component of effective digital marketing? We know that social media marketing is an effective way to boost the discoverability of your brand online, but do your tweets and infographic posts factor into search engine rankings? As it turns out, the answer to that question depends on which search engine optimization (SEO) expert you ask.

The truth is, social media profiles indeed show up in search results, but there’s much debate about how this form of digital content impacts your business website and how it ranks.

This blog post will help you better understand the connection between social media and SEO, whether it’s a true ranking factor, and how you can use both to give your business presence a significant boost in search algorithms.

Social Media’s Connection With SEO

First and foremost, what exactly is social media SEO? This term refers to how your social media activity influences your website’s organic rankings in search results. Because the relationship between social networks and SEO can be tricky, not everyone believes that the two are connected. 

However, there’s no denying that social media signals play a role in boosting visibility, driving traffic, generating leads, and building relationships with people online. Those factors alone make social media marketing a profitable strategy.

With that said, here are a few other things to consider about social media SEO:

•Social Media Profiles Rank in Search Results: Since there’s a good chance your profiles will be popping up on the first page of Google, you’ll want to use them and ensure you’re giving visitors a great first impression of your brand and its content.

•Social Shares Build Backlinks: We all know that backlinks factor into how Google ranks a webpage, and links shared on social media channels could influence your rankings.

•Each Platform is its Own Search Engine: It’s safe to say we’ve all turned to social platforms to conduct searches (especially on Pinterest), making it a great place to create brand awareness.

Is Social Media SEO a Real Ranking Factor?

Back in 2014, Matt Cutts (a former Google team member) stated that social media didn’t have an impact on search rankings. Since then, they haven’t had much to say about the topic. However, research from two big names in the digital marketing world seems to disagree.

A 2018 Hootsuite study claimed social popularity played a role in boosting Google rankings, as did a 2019 study from OptinMonster. The reality is, social media isn’t directly influencing rankings, but rather doing so indirectly because it can impact the ranking factors that Google pays attention to.

It’s also worth mentioning that Google is often changing its algorithm, meaning it could put more weight on social media presence and content in the future. Better to be prepared now!

8 Ways Social Media Impacts a Website’s Rankings

To help you understand social media SEO and its impact on your overall marketing strategy, here are eight ways it can change your site’s rankings for the better.

1. Social Media Can Drive More Traffic to Your Website

There’s no need to rely solely on organic search traffic these days. With so many social media platforms at our disposal, we should be utilizing them as a traffic source. Share posts promoting the content you’ve published so you can drive more visitors back to your website. So, don’t be shy about letting people know what you’ve posted on your site. Someone out there needs what you’ve created.

Although this doesn’t directly impact where you rank in search results, it still tells Google that you’ve created a popular site people love. And at the end of the day, the whole point of social media SEO is to increase your visibility, which this certainly does.

2. More Shares Equal More Backlinks

One thing content marketers can agree on is that backlinks are essential for SEO. When quality sites link to your website, it helps build your backlink profile, which looks good in Google’s eyes. Social media can help generate backlinks if you use it to promote the content on your website. And of course, others sharing your content on social media helps to create more quality backlinks as well.

To encourage people to share your content, the first thing you need to do is create content that’s worth sharing. Cover topics your target audience will be interested in and will tell their friends and followers about. Then, make it easy to share by including social sharing buttons on your website. With a few clicks, they can help spread the word about your fantastic content.

3. Social Media Can Help Get Content Indexed Faster

Those backlinks aren’t just helpful for sending traffic to your website and telling Google that you’re an awesome content creator. Sharing your posts on social media can also help your content get indexed faster, especially if you’re launching a brand new website that doesn’t yet have traffic. Indexing is how a search engine adds web content to its index, allowing it to appear in search engine results. If your content isn’t indexed, no one will see it.

Set up social media accounts on the platforms you’re interested in using and that your target audience is most active on. Social media sites such as Twitter, Facebook, LinkedIn, Instagram, and Pinterest are all worth considering. From there, you’ll be able to begin generating those backlinks and can accelerate the indexing process.

4. Your Content Will Have a Longer Lifespan

When you’ve worked hard to create an amazing piece of content, you want it to live on forever and continue to bring in traffic for many months (and even years). Luckily, social media sites can assist with this. With social sharing, your content can reach a much wider audience than those already visiting your website. Plus, people can share it with their followers long after publication.

Of course, this is particularly important for evergreen content. Evergreen content applies to blog posts, YouTube videos, and podcast episodes that don’t have expiration dates, and their message lives on and is still relevant for a long time after initial publication. The more evergreen content you can include in your archives, the better.

5. Keywords Your Target Audience is Searching Boosts Awareness

We typically focus on SEO writing when creating content for our blogs, though it doesn’t always come to mind when writing social media posts. It’s important to remember that social media profiles and the content we share can rank for various search terms. That’s why it’s wise to naturally incorporate them into your social media strategy as part of a complete SEO effort.

You can integrate keywords by first optimizing your profile with a bio that features keywords your target audience will likely be searching for. Those exact keywords can be included in individual posts when relevant. This way, your posts may appear in Google search results but will also show up when someone is searching the social media platform for specific content.

6. Social Media Helps Establish Authority and Trust

Through the content you share on social media, people see you as an authority in your field. Once they see you as an authority, they’ll begin to trust you. People love to share content from brands they trust, plus they also are more inclined to purchase their offerings. But the question is, how do you use social media SEO to establish this level of authority and trust?

Well, it’s important to show up consistently by sharing fresh content that’s high quality and of value to your target audience. Consider their pain points and what they most want to hear from you, then write about it on your blog. Use your social media platforms to promote those posts often. And, finally, incorporate relevant keywords to increase the likelihood of being found in search results both on and off Google.

7. Social Media is Great for Building Relationships

Business success is directly related to your relationships with your audience. When people feel connected to you, they’re more likely to engage with and share your content, which is essential for boosting visibility. The brands that are taking the time to reply to their audience on social media are the ones that stand out above the rest.

If you want to nurture online connections, ask questions that get the conversation going. Encourage people to DM you with their thoughts and questions. And you can even join communities where your audience is active to meet and connect with them, whether that’s a Twitter chat or a Facebook group. Building those relationships just might be what attracts someone to you over your competitor.

8. Social Media Metrics Shape Your Content Marketing Strategy

Are you looking to drive new traffic to your website and keep those visitors coming back for more? The best way to do that is to deliver the valuable content they need the most. However, we can sometimes struggle to develop great ideas, particularly when those creative juices seem to have run out.

To alleviate this challenge:

  1. Let social media SEO inform your keyword research.
  2. Come up with a list of target keywords related to your brand and the type of content you cover.
  3. Search those keywords and hashtags on platforms like Twitter and Instagram to see what others share and talk about. The posts you find can help you generate an endless list of ideas you can discuss on your website.

A Few Social Media SEO Best Practices to Keep in Mind

Now, you have a better understanding of what social media SEO is and how it can benefit your website’s rankings. Although we know that social media doesn’t directly impact our position in the search results, it’s clear that there is an indirect influence at play.

If you’re ready to make social media SEO part of your overall marketing strategy, keep these best practices in mind to ensure your long-term success:

•Optimize Your Profile With Keywords: On platforms like Twitter, Instagram, and Pinterest, you can add keywords to your display name. These keywords help your profile appear when someone searches for those keywords, whether on the platform or Google. It’s also smart to add keywords to your bio, as this can also help you show up in SERPs. The more discoverable your account is, the better chance you stand at driving traffic to your website.

•Post Consistently for an Active Account: People won’t be inclined to follow or engage with your social media accounts if you aren’t posting there. Determine how frequently you’d like to share content, even if it’s one or two posts per day. Your social signals drive traffic to your site and encourage even more people to share your work.

•Be Patient—Growth Takes Time: Websites don’t explode with traffic overnight. Whether it’s organic search traffic or people who find you through social media SEO, this is something you cannot rush. Keep this in mind when your content isn’t getting thousands of views shortly after its publication. Just keep sharing and trust that the right people will see your content.

•Optimize for local SEO: You have to focus on strategies that allow local customers to discover you for local service companies, like contractors. Your social profiles must be optimized for local SEO, including a keyword-rich description, a clear description of the services you provide, your operating hours, and a business phone number and address (which should match what’s listed on your Google Business Profile). 

•Encourage Reviews: One of the most critical aspects of local SEO is having a positive online reputation. Obtaining five-star reviews is an essential part of any business plan, often “making or breaking” a company’s success. Reviews account for thirteen percent of ranking factors for local searches and seven percent of general search ranking factors. Consumers can find reviews on Google Business Profile, Facebook, Yelp, and more.

Need Help With Your Social Media SEO?

Social media is a powerful way to get your brand discovered online and, when paired with an effective SEO strategy, the results are truly unbeatable. There’s no need to wait for people to discover your website and its high-quality content. Instead, be proactive about putting yourself out there and sharing what you’ve created with the world.

If you’re ready to step up your social media presence and boost your search rankings, we can help. Contact us today to discuss our available SEO services.

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15/05/19 SEO , Social Media

Top 5 Reasons You Need To Change Your Marketing Strategies Today

Running a successful business and keeping up with the ever-changing market can be tough. There will always be competition, no matter who your target audience is, and the key is to always stay relevant, keep up with the times, and tweak your strategies as you go. This includes changing market strategies frequently. In order to prosper as a business, you have to know when it’s time to try something different or something new. Here are key reasons to change your promotional procedures.

Reason #1: Times Change and Competitors Will Change With It

In order to stay ahead of the game and keep up with the times, you must stay up to date and work your business around what is new and what has changed with your target audience. The competition will be doing the same and this is why it is crucial to try to be the first one to equip your business with the recent changes. “First come, first serve”, applies to situations like this and it means whoever jumps on the next new thing first, will have a better chance of getting the business of new customers. Stale products or services won’t attract buyers, especially when there are so many others businesses who will be up to date.

Reason #2: Trends And Fads Come And Go

Trends are always coming in and going out like the seasons. Your product or services will have to be able to adapt to what is relevant now. Furthermore, customers like variety. You have to be able to accommodate what it is that everyone is looking for. One person may like one thing, while the next likes something else. You will reach a bigger audience if you are able to cater to what several individuals may be interested in, instead of focusing on one.

Reason #3: Laws, Rules, And Regulations Change

Depending on the product you sell, the packaging may no longer be up to code. This means you will need to re-strategize how you can go about changing your packaging to ensure it is compliant and implement it. In addition, an ingredient or material may have been recalled and you will have to figure out how to go about making your product without it.

Reason #4: What You’re Doing Isn’t Working

You may be trying to do too many things at once, that isn’t exactly working. You need to have a business plan laid out and a true goal in sight. If you aren’t seeing the growth that you should be, as a whole, it’s time to try something different. Sit down and evaluate things to see what can be done differently and what would need to be done, in order to achieve that goal.

Reason #5: Use Social Media And Local Avenues To Draw In More Business

In today’s times, almost everyone has some form of social media page or channel. Most businesses do as well. The key is to make sure that you are active on them and interact with your target audience. Keeping the page up to date is a must. Communicating when customers have questions or are just leaving reviews, is a way to gain their trust and show that you appreciate their business. When trying to reach a local audience, you can do advertising within your city or town. Signs, billboards, and newspapers are all great ways to get the word out to potential customers near you.

Everyone wants to have a successful business, especially after putting so much hard work and dedication into it. The goal is to continue to thrive and provide a product or service that is in demand, reaches a big audience, and connects with your target audience. Know who you are promoting yourself to and focus on providing the best service you can. However, sometimes additional help is needed. There are SEO professionals who can also take a look at your business/marketing strategies, show you what you can change to bring in more business, and help implement the changes.

Growing your customer base is one of the goals of owning a business. The more customers, the more sales, and that mean more profit. Changing your marketing strategies every 45 days is a way to promote this. Being fresh, changing with the times, and getting professional help when needed, can keep your business high up on search engines and enable you to have the success you deserve.

 

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12/12/17 Social Media

How to Use Social Proof to Increase Sales on Every Page of Your Website (Part 2)

So, continuing our discussion on social proof, you have many more ways than just the 2 discussed in the last post on this topic.

The more social proof you can get on your website, especially if you’re a small, local, or new business, the better. You really can’t overdo it.

All your social proof works together to create a convincing case you’re the best solution for solving your customer’s problem.

Here are some additional techniques you can use:

Show Off Your Notable Media Mentions

“Media” doesn’t have to be NBC, the Washington Post, or CNN (although it certainly can be).

It can be any recognized authority in your niche. For example, if you speak or present at your local Chamber of Commerce. Or if you get quoted in the Dallas Morning News.

You can easily integrate media mentions into your homepage like this:

social media mentions

The more you have, the better. You could make this a narrow band of 10-15 mentions if you want.

How to Get Media Mentions from Big-Name Authorities

Think sources like CNN and the Washington Post would never mention you?

Oh contraire!

You can absolutely get them to mention you.

Of course, this isn’t a guarantee.

However, the website Help a Reporter Out gives you just such an opportunity. When you sign up (for free by the way), you subscribe to a few different email lists of your choosing.

Then, you get various inquiries that ask for interviews, quotes, and opinions on questions. And yes, the biggest media sources in every niche frequently use HARO.

Trust Seals

These little graphics still matter. Except for the BBB, it’s rarely worth your time to join an organization just for the credibility boost on your website (unless you have other business reasons for doing so).

But, the more you have, the better.

In terms of effectiveness, these don’t rank as highly as other techniques discussed.

But, they’re quick and easy to add to your website. And they help.

Make sure you have trust seals from all professional organizations you belong to. Except for the BBB, they can be located pretty much anywhere on your homepage (usually half to all the way down).

If you accept payments on your website, display the logos of credit cards you use – right at the moment, your customer clicks the button to pay.

Include the logos of companies or media organizations where you’ve been quoted.

And if you have recognizable customers you’ve served, use their logos also (assuming you have their permission!).

Again, these can be placed little ways down your home page. You could also create an entirely separate page for this, but make sure you integrate the most notable ones into your homepage.

Reviews and Ratings

These generally apply to e-commerce sites that sell products. But some niches (law and HVAC for example), have many sources for customer reviews and ratings.

This could include Google reviews, Avvo (for lawyers), or Angie’s List and Houzz for various contractors.

If the review discusses one of several services you offer, make sure that review appears on the specific page you created to sell that service.

Don’t just dump your reviews all on a single page, like many SMBs do. Customers do not visit those pages frequently.

Shares and Views

These can be really tough to get at the SMB level. Building a dedicated online following takes tons of hard work.

Getting decent numbers of shares on your blog posts, or views can take well over a year (and even longer). Or, building your Facebook following can take a similar amount of effort.

But, you may have a significant number of blog post views or social media shares you’re proud of.

In that case, place links to follow you on Facebook (see our Facebook advertising services) that also shows your follower count. If you have a blog, you can install widgets that show the number of views your posts have.

Social Proof Makes You Convincing

Do you need every one of these elements?

No.

But, the more you have, the better. And the newer or less recognized your business, the more they help.

If you’re an established local SMB, you still need them. While some people know and trust you, many don’t.

You don’t have instant recognition unless you’re a local celebrity.

You don’t need to dedicate all your energy to this. But at least a portion of your marketing efforts should work on building social proof over time.

The more you have, the easier it is for customers to choose you.

 

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06/12/17 Social Media

How to Manage Your Social Media Profiles in Just Minutes Per Month

Does this sound familiar?

You post like a maniac on your company’s social media profiles for months at a time.

And?

Wait for it…

Still waiting…

…Nothing!

What’s more demoralizing than spending months on a project, with no results to show for it?

That’s the way social media works for many SMBs.

So, how do you spend as little time on social media as possible, while still generating valuable results, like orders and leads?
Here’s how in 2017:

Listen

Believe it or not, even though it’s called “social” media, the greatest value for small businesses rests not in posting but listening to what your customers and competitors say.

For example, what are the hot topics in your niche? You can use what you discover to learn new marketing angles.

What do other company’s customers complain about or praise their favorite companies for?

You know exactly what to do, and not do, as a result.

Keep your eyes and ears peeled for mentions of your own company. Search for hashtags using your company name on Twitter. Review your Google reviews and Facebook profile for comments.

How to Keep it Simple

Any aspect of internet marketing can quickly take over all your time. With social media, use Buffer, Hootsuite, or CoSchedule to share content and consolidate monitoring of your social channels.

Google Analytics helps you track performance. Feedly and e-mail subscriptions to your favorite content in your niche give you all you need to share.
Share 4-6 posts per week on Facebook. Share 3-4 per day on Twitter. Go with 1-2 per day for LinkedIn.

Engage

Engage in a few ways on your active social media channels. Like some content (but only if you find it genuinely interesting and useful for your own followers). Comment. Ask questions. And always respond to any inbound messages, public or private.

Consider randomly reaching out to a Facebook follower and rewarding them, and then acknowledging that publicly to generate interest.

Advertise

This one comes last.

Why?

Because you can only advertise once you have a rock-solid understanding of your customers and how social media works for your company.

You don’t have to advertise incessantly to get customers. You have to understand them and learn what they’re most likely to respond to.

Systemize

Every business is different. You have your own approach. Once you have down what you do, make it a checklist. Then, rinse and repeat on a daily basis.

Set yourself a time limit to encourage the smartest use of your time. Do not break that boundary under any circumstances.

When you find yourself getting more results than you can manage, then it’s time to consider hiring someone to manage your social media.

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How to Make Facebook Work for Your SMB in 2017
13/01/17 Social Media

How to Make Facebook Work for Your SMB in 2017

One of the funniest things about businesses is that they get upset and surprised when Facebook changes how it works so your posts show up to fewer people when you publish them. You call this “organic reach.” And the reason it’s silly to be surprised that Facebook does this is because it’s a publicly traded company. On its IPO, it traded at $38.23. Then, its price plummeted all the way to $18.06 shortly thereafter.

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