Have you ever noticed how when you search on Google for certain searches, social media platforms are among the first hits? This is evidence that social media affects SEO in several key ways. The driving force behind this is Google’s current algorithm that focuses on long-tailed key words.
This means that the content that is on the the web, and social media, is the deciding factor in what ranks highest on the SERP. This article will address 3 ways to optimize Social to that SEO is in top performance.
Grow Your Followers on Social
It makes sense that the more people who will see your social content, the more influence that your brand will have. But you also want to to have followers that will engage with your posts and be active on social themselves. As Jayson DeMers points out in this Forbes article, Google can detect the quality of your followers. So you do not want to buy a bulk list of proxy Twitter followers.
You will have to build your followers organically.
This will take time and consistency. To help with this goal, make sure that you have one central message on your account, and post links to articles, engaging visuals, and discussion topics. Then engage in conversation directly with your followers. This social media conversation helps promote engagement among other followers and encourages more followers. In this Search Engine Journal article, Lucinda Watrous makes the point that this engagement is also a way to positively impact your brand’s customer relations management.
Social Helps with Link Building
The more external sites that you have linking back to your content, the more authority your web presence gets, and the higher your content will rank in an SERP. Social helps by broadcasting your message to your audience. By using relevant, hashtagged keywords, more users will find your content, increasing the likelihood that your content will be linked on other sites.
To increase the chances of users seeing your content, be sure to link your content in social conversations. You can also re-post content that you had previously posted. Several social media management platforms allow easy re-posting. You may also consider differentiating the image and copy, like I’ve talked about in my blog entries on A/B testing. This will process will increase this chances that followers will pay attention to your posts.
Social Engagement Helps SEO
In a previous post I emphasized the importance of getting your followers in engaged with your social content. This is great for brand awareness and advocacy.
It turns out that engagement help with SEO too! It makes sense that Google favors Google+, and will readily feature posts with a lot of +1s at the top of an SERP. In this Hootsuite article, Kristina Cisnero explains how Google also crawls Twitter content to know what most popular content to post high in the SERP.
To increase the popularity of a social post, follow what Watrous wrote about: Jonah Berger’s STEPPS to contagious content.
- Social currency means plugging in to what will make people feel like part of a group and accepted by others.
- Triggers are what makes people think about your product or talk about it to other people.
- Emotion is what makes people care deeply about a topic, and share it with others.
- Public hinges on the fact that the more public something is, people are more likely to imitate it.
- Practical value is useful information that people find incredibly valuable.
- Stories focuses on information that sounds like idle chatter, and are narratives that people want to tell others.
In todays’ marketing world, all avenues come together. Social influences SEO and what is key to both issues is great content! Try focusing on one or of the 3 points made in this post and monitor your ranking in SERP. Your ranking is likely to go up within the year. These practices will also help with brand recognition and advocacy.