Social Media & SEO can work together in perfect harmony
The digital marketing industry is torn over the impact of social media campaigning on SEO, with those on one side instilled with a fervent belief that it does and to look no further than SearchMetric’s 2013 SEO Ranking Factors report, which showed that 7 of the top 10 ranking factors stemmed from social media.
However, seasoned, traditional SEOs will grumble at the validity of this report pointing to its lack of any telling, empiric data whilst highlighting Googles’ insistence that they will never consider social signs of popularity, such as retweets, ‘facebook likes’ and google+ shares, when determining site ranking due to the trickiness involved in accurately quantifying them.
Realistically, both perspectives have their merits yet both are far too radical to just choose one and stick by it, as you will be costing yourself dear in the long term. Social Media and SEO can be combined very effectively, as you will know if your in-house team already bounce ideas of one another to the sweet green tune of money, brand exposure, and more money!
If an SEO shares their analytic data with a social media campaign manager, informing them on keyword phrases which yield organic conversions whilst a social media campaign manager can relay any patterns seen in the social conversations of your target audience which could prove valuable to an SEO in terms of their keyword research and what direction to take their content creation in.
Teamwork is fundamental to any successful business and disparaging a potentially valuable asset due to your own outmoded way of thinking isn’t productive for anyone.
Let’s look at a few ways in which social media can positively impact on an SEO’s endeavours.
Enhancing Link Quality
Social media activity can aid in the development of a website’s content of their brand name. In turn, this added recognition and authority will create more and more links, due to increased amounts of sharing.
For example, an insightful advertising piece is shared on twitter via a brand name and subsequently retweeted 38 times. Let’s say this piece is then read by a content writer of some standing, and he/she chooses to do a follow-up review on said piece, whilst including a link to the original piece in their new article.
A domino effect stemming from social media endeavours led to that link being created and as such, SEO is directly influenced by the efforts of social media campaigning. If these efforts were co-ordinated and conducted harmoniously, consider the benefits your brand name could enjoy.
Traffic & Time spent on Site
Traffic volume to your site is obviously a massive factor in Google’s consideration of your ranking. Traffic, at least organically, is largely synthesised through the production of good quality, absorbing content such as instructional videos, well presented, informative articles and absorbing infographics.
If this content is positioned tactfully on various channels such as twitter and Google+ by Social Media managers then readers will naturally engage with it, refer to it and share it themselves. As such, this interaction will translate into organic results, and SEOs can gauge the bounce rate and time spent on site, using this information productively to inform their rankings predictions.
In this way, you can reach a greater number of your target audience, and in doing so turn browsers into clients all the while enhancing your brand name.
SEO is more content-driven than ever
Although it is undeniably important for SEOs to continue considering their placement of keywords in Meta descriptions, titles, URLs, landing pages – optimisation efforts ought to be focussed on how to provide relevancy and instruction to browsers.
For example, instead of using one keyword such as power drill, focussing on what can be termed as a “golden keyword phrase” such as ‘how to use power drills” or “best price for power drills” will enable you to provide content which users can implicitly relate too.
As many webmasters will attest to, Panda 4.1 has shown no mercy to sites which display thin, duplicate content, with Google determined to favourably rank user-friendly, informative content above keyword stuffed thin browsers, and social media plays a large part in spreading this content to a diversity of browsers across the web.
As such, it is imperative for SEOs to include social media sharing buttons on their articles, instructional videos, infographics and any pieces of content they seek to peddle to people, as Google recognise well-received content and adjust their rankings accordingly.
Using Social Media to identify your Target Audience
A brand’s credibility ought to always be at the forefront of any SEO’s online strategy, with organic link building a sure-fire way to get on Google’s good side when it comes to high rankings.
As such, your content ought to be educationally beneficial and pertinent to your chosen field of study. Sharing content via social media platforms is a great way of seeking constructive feedback from anyone actively engaging with your content, and thus recognising patterns in the type of person who responds to your material and ascertaining whether any particularly prominent brands hold your work in high regard.
Adjustments and improvements can then be made accordingly, and the enhanced respect your brand will receive as a result of meaningfully building on this feedback is entirely beneficial to any future marketing endeavours – all of this stemming from routinely sharing your articles on social media platforms.