In today’s world of ever-changing technology, any idea can change your marketing strategy. As a result, more entrepreneurs are looking for social media to manage marketing campaigns and gain the attention of potential consumers. Social media has become a powerful tool that you can use to build a healthy relationship with existing and future customers, as well as reinforce your brand.
The social channel is a great medium for connecting brands and consumers directly, starting conversations that begin long-term relationships. However, it is also a great tool to help brands further supplement their efforts on other digital channels, including organic search.
According to Igor Kholkin, founder of a leading Los Angeles SEO agency Avidon Marketing Group, social media is a natural partner for search engine optimization campaigns. “Social channels can open up discussions with influencers and engage existing customers to help your site’s content gain traction in Google’s results,” says Kholkin. “Opportunities that social media presents are organic and when leveraged properly, they can be a powerful ally to any SEO campaign.”
Social media is a natural conduit for content marketing and promotion. So what are some of the ways that brands can use social to help with SEO?
1) Content Promotion
One of the key opportunities in social media is content sharing. The name itself (social media) suggests that people are proactive sharers of thoughts as well as content they find on the internet. People share millions of pieces of content monthly as part of their every day digital life.
This makes social media a natural for content promotion. Whether you have an educational article, a funny video, or an infographic, social media allows you to pitch your content to millions of users daily. With each share, the chances of your content going viral increases.
You can promote your content using paid solutions (like Facebook Ads or YouTube ads) or creative free ways such as pitching your content in social media groups and communities.
2) Link Building via Social Media
Links from third party sites to your site are a known factor for SEO. In fact, it’s one of (if not the) most important factor. The more diversified links you have, the more value and authority Google will attribute to your site.
Social media is a terrific medium for link building. “Traditionally, link building has been done mostly through email, but we’ve seen a great success with using social media to land some of our best links,” says Mr. Kholkin. “Not only does social sharing help you reach a greater reading audience, but social media also allows you a perfect way to reach bloggers and journalists to pitch your content.“
There are many ways to build links, so you need to commit yourself to one or two methods and put your efforts into them. You can find who shares the type of content that you’ve put together and pitch your content to them. Or you can pitch your future content ideas to journalists to gauge interest levels in the topic.
3) Interact with Other Brands
Social media does not mean social consumer media. One way to quickly gain visibility is to engage with other brands on social platforms to gain the attention of their customer base (as well as Google).
Engaging other brands will not only help you gain new fans and customers, but it will open new opportunities for collaborations. When properly leveraged, collaborating with another brand can create some of the most exciting, newsworthy developments that Google loves to see.
“Cross-promotional activity is mutually beneficial to all parties involved,” says Kholkin, whose firm encourages such marketing initiatives. “In fact, it’s one of the easiest ways to get amazing content that journalists love to write about, resulting in coverage [and links] from authoritative sites.”
4) Build Brand Awareness via Community Engagement
Social media platforms offer an excellent opportunity to engage with local groups and communities. Localized social activity can be tremendously helpful to businesses servicing a specific geographic area.
Local businesses can use social media to discover local groups that would be interested in their services. For example, a local dog groomer would be smart to join a Facebook group for dog training classes on Facebook, where they can offer tips or services to a prime audience.
This can help overall brand awareness, leading to more brand searches and direct traffic – factors correlated with good search engine rankings.
5) Local Boost via Check-Ins
Customers checking in to local businesses on various social platforms like Yelp or Facebook can also boost the strength of the business’ rankings locally. After users search for a service using a specific keywords and visit a business, it helps Google understand that a business is real and it has real foot traffic.
Encourage your visitors to check in to your place of business to help you further establish your credibility.
6) The Power of Reviews
Local SEO rankings are also known to be influenced by the amount of reviews for each business. Social platforms like Yelp, Facebook, and Google My Business allow customers to leave reviews for companies to rate their interaction and quality of service. Google has been shown to use this information to evaluate companies and decide on whether they deserve to rank for specific queries.
Aside from helping understand the user satisfaction of a given company, search engines can also pick up keywords from reviews, which further helps them understand if a company is truly associated with a particular product or service line.
Encourage your customers to leave you reviews on at least one platform. Even if Google removes reviews as a ranking factor, the votes of confidence from happy customers will still heavily influence potential clients’ decision making for doing business with you.
7) Customer Engagement & Customer Service
Since social media platforms also act as a medium for communication between companies and customers, Google can also take its queue from existing interactions on the social pages. For example, Google My Business profiles and Facebook both offer a way for customers to ask the business questions and receive answers.
Based on the interactions and the terms that appear on the Q&A sections of a social profile, Google can pick up important information that helps it understand the company’s services and specialty. The higher rates of engagement also help Google identify socially active companies over inactive ones, leading to a more natural prominent placement.
Make it a point to be engaged with your customers on at least one social platform so that users (and Google) can see your activity.
8) Social Image Sharing
The old adage “a picture is worth a thousand words” might as well be about SEO and images. Search engine optimization strategies have involved creation and promotion of infographics for the better part of this decade.
Content quality plays a key role here, but the fact of the matter is that image and video content will soon become more popular than text. People enjoy watching over reading these days.
Brands that do a good job of using images and videos in their social feeds enjoy a lot of success – and Google has taken notice as well. Videos and images have become big factors, especially when properly optimized & used on pages designed to rank. Promote your content on visual social platforms and you’ll increase your readership, leading to improved user behavior metrics and higher rankings.
Social media is a great natural partner for boosting SEO efforts. From promotional opportunities to media coverage, tying in your social into organic optimization is the best way to achieve synergistic results.