Making your Social Media and SEO work together

Joanna Michaels, Beyond Social Buzz

Why aligning SEO and Social Media efforts matteR

At Beyond Social Buzz we strongly believe in an integrated approach towards digital marketing for maximizing the impact of your marketing message.

An integrated approach concentrates on how SEO, Content Marketing and Social Media can work together to help drive traffic, generate leads and increase conversions.

In this post we will focus specifically on how integrating Social Media and SEO efforts can help small and medium-sized businesses.

Social Signals- the new ‘link building tool’

Social Media has a strong impact on your online presence and SEO rankings.

This is why small and medium businesses should align their search and social efforts.

Today, Google is continuously refining its approach in order to provide its users with quality, relevant search results. Hence there are frequent algorithm changes. Consequently, a new key factor emerged that impact on sites’ popularity ie Social Media. Google has allowed ‘social signals’, namely Facebook likes, Google + 1’s and retweets, to directly influence organic rankings. Therefore if a piece of content starts generating such signals, it will rank better in search results.

Brands that can create Social Media channels with dynamic, interactive and engaging presence will be rewarded with improved search results.

Do you want to learn how small business can benefit from SEO and Social Media integration?

Here are our top tips to get you started:

1. Put yourself in user’s shoes

Build your Social Media content around two key questions: what do your customers want to know and how do they search for it? For this reason it is advisable to start from a thorough keyword research to ensure the use of highly relevant phrases for maximizing the shareability of your posts.

2. Encourage social sharing and interaction

Ensure that all your Social Media sharing buttons are clearly displayed on your site, enabling site visitors to easily share your pages and blog posts on social platforms.

Share your content, both website and blog, through your social media channels to increase the chance of users engagement. Encourage feedback, comments and conversation.

3. Tap into Social Media trend

Pay attention to topics that are trending on Social Media since engaging with them can provide your content with increased exposure. However, focus only on trends relevant to your business and keyword strategy, as opposed to artificially forcing them into your content.

4. Create content that resonates with your audience

Create concise catchy titles that give readers a clear incentive to benefit from reading your content. Ensure that phrases used in your posts reflect the real questions typed into the Google search box by the real users during online searches. This approach will help you to create content that really matters to your target audience.

5. Earn quality inbound links

Traditional backlinks, also known as inbound links (links pointing from other websites to your content), still hold some influence, but only when acquired from quality, high authority sites. This is why guest blogging can be very powerful if executed properly.

Ensure that the site you are posting on is highly popular and relevant to your niche. Establishing yourself as a quality guest blogger will improve your brand’s image and recognition, and consequently bring traffic to your site.

You may also discover which authority pages are worth linking to, by ‘spying’ on competitors’ sites. Conducting competitor analysis will allow you to see where their links are coming from and which of them have the highest authority. Back link checker tools can come in handy here, but remember to combine a few of them to increase the reliability of results. Once discovered, you may try to replicate it in order to build a strong link profile for your own site.

The key to successful SEO and Social Media integration is a strong, human-friendly content strategy. Focus your efforts on sharing quality content and building engagement on social platforms relevant to your niche.

Search engine rankings are still crucial to a success of small business online, but make sure you steer clear of shady, short-term SEO practices. Instead invest your resources in building a trustworthy, authentic Social Media presence instead.

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