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Max It Out: Pairing SEO With Social Marketing
Is there a relationship between SEO and social media? As with much of the Google algorithm, there is no certainty in this area, depending on who you ask. One SEO agency will exclaim their mutual importance, while another attempts to point out their lack of compatibility.
While that argument remains settled, there’s one thing not to ignore. Both SEO and social media are crucial to the success of any modern-day digital marketing strategy.
These two landscapes are crucial for any business to put their brand, expertise, products, and services in front of the eyes and the minds of engaged users. So, rather than arguing why these two platforms are so different, it’s about time we took an in-depth look at how they can intertwine, complement one another, and work together.
How Social Media & SEO Work Together
As mentioned, there are no straightforward SEO and social media integration guidelines. However, one thing to note is that social media profiles frequently appear in Google search results.
Usually, this is for branded search terms as opposed to other short or long-tail keywords. However, this means there is an argument about social media's importance for SEO.
Suppose your social media profiles are appearing high in SERPs for brand terms. Then, the likelihood of users clicking on them increases. Should someone choose to go to your social profile from Google, they should receive a message that authentically represents your brand.
Unfortunately, many businesses still think posting on social media is necessary because everyone else is doing it. They have no real strategy, direction, or purpose.
It’s time to start thinking about optimizing SEO and social media content.
How Can Social Media Impact SEO?
1. An Opportunity To Build Backlinks
One question we often get asked is, does social media help SEO? Something we know for sure – backlinks are one of the most important ranking factors in the Google algorithm. Yet, so long have marketers discussed how to generate more backlinks, as it is notoriously challenging.
Social media presents the chance to get people to link to your content passively. While there is little research and analysis around social media posts relating to websites, using it as a channel to promote your content is necessary.
Your chosen social media accounts are a way of getting shareable content in front of users who may never have seen it organically. Therefore, whenever you produce new content, you should have a strategy to promote this on social media consistently. In turn, you may end up earning multiple backlinks.
However, this isn’t an exact science, and there’s no way of measuring its success.
2. Drive Brand Awareness By Sharing Content & Encouraging Shares
One of the most impactful ways to get your content shared by others is to share the content yourself actively. As a result, users and algorithms enjoy profiles that actively engage with one another.
Social media is for interaction, engagement, and conversation. So even though you’re a brand, you should be joining in.
Much like SEO and pleasing the Google algorithm, you must do the same with social media. Others sharing and saving your posts is one of the most crucial factors of these algorithms. Furthermore, your posts are pushed to more people if you engage with others' content.
Why is it essential to get your content pushed out to more people? Firstly, it drives brand awareness amongst new users. Also, social media platforms only show your content to a small portion of your followers, meaning you must attempt to maximize your reach.
How To Make the Most of the Relationship Between SEO & Social Media
1. Make Website Content Easy to Share
You’ll commonly see social sharing buttons on websites. Usually positioned on blog articles and news pages, this simple addition makes it easy for users to share their work directly on their social media channels.
Unless your content is uber compelling, it's unlikely someone will take the time to copy and paste the URL to compose their post.
You'll likely receive more engagement by making sharing simple and removing multiple steps.
2. Listen to Social Users for Content Inspiration
Knowing what a shareable article looks like is a difficult question to answer. However, you can use social media listening tools to see what your target audience is discussing, the questions they’re asking, and hot topics in the industry.
From here, you can create a list of compelling content topics more likely to be shared and engaged.
3. Refine Your Publishing Strategy
Many marketers have a content calendar but don’t streamline it. Often, a brand will publish an article, promote it once, and hope it performs in organic results.
You need to help your content succeed.
Create a strategy that includes frequently sharing your content and ensuring every new article your produce follows the same process.
4. Build Relationships With Brand Advocates, Influencers, & Non-competing Businesses
Social media is all about building relationships. Suppose you can establish a network of people who support each other and promote one another's content. In that case, your content will always get in front of more people.
Utilize the opinions of those who love your brand – the ones who don’t need any incentive to tell everyone how great you are. By strategically asking questions and engaging with posts, you can receive glowing reviews on social media.
Influencer marketing and collaborations with non-competing businesses are excellent mechanisms for raising brand awareness and optimizing your social media profiles for SEO improvements.
While social media and SEO don’t directly impact one another, aligning their efforts offers plenty of benefits. For example, a website with shareable and engaging content supported by active and engagement-driven social media profiles provides the ideal platform for growing your reach.
A strong SEO presence can improve your social media status when executed correctly. In contrast, well-optimized social channels can enhance search engine performance.
If you’re looking for expert assistance in SEO and social media integration, reach out today and speak to our team of specialists.