Inbound Links & Content
This is a continuation of the topic last post
Integrating SEO and social media is simple when you understand the effect that social media has on SEO. A study by Search Metrics shows a correlation between social media shares and a higher page rank on Google Search. This doesn’t mean that you should throw everything you know about SEO out the window and focus solely on social media marketing, but it does mean that you should integrate the two to support improvement in how your pages rank to drive more visitors to your site.
One reason it appears to work to improve page rank has to do with creating inbound links to your online sites. Sharing on social media creates inbound links to your content when you’ve posted with links back to your site or offers. The content you share creates inbound links to more content when you include the links. Writing content that brings value to your audience and engages them to comment and share, is the force behind getting more visitors to your page.
Personalized Search is Based on Social Interaction
In addition to the inbound links, the social media factors that affect search results are very personalized today with pixels. (You may have noticed products you’ve recently searched for showing up in ads in your Facebook sidebar and wondered how that was happening.) Google returns search results based on the keywords typed into the search box. If you are logged into your Google or Gmail account you’ll also get search results that are specifically relevant to you. They use an algorithm that incorporates results that your friends have found, created, or shared as well as your location in the results.
This makes it a little harder for business owners and marketing managers to focus on pure SEO and makes it clear that social media optimization is also important. Focus on integrating the two, SEO and social media, for best results. The factor that integrates them is the content.
Content: The Core of SEO & Social Media Integration
SEO and social media have a huge love affair with content. Your content strategy is the place to start your social media and SEO integration. To use SEO and Social Media effectively you need an overall content strategy. No matter what you’re creating the content for, your website, blog or social media, it’s important to understand the part that content, images and interaction play in making your content more effective.
All content needs to:
- Reach Your Audience — If you don’t know who and where your audience is and what they are looking for, you could be wasting your time. Not every audience is using Facebook, LinkedIn, Twitter, or Pinterest. Do your due diligence to be sure that your audience is on the social media platform that you plan to use for social media marketing purposes.Have you spent time truly defining the audience that is your potential client? Do not skip this piece. I’ve mentioned it before.
- Provide Value — The content you create answers the questions your audience has, provides tips and tricks, and “how to” information that is valuable to your audience. The content you create needs to be something your audience would gladly pay for if you were to set a price. If it’s not valuable enough to pay for, your audience isn’t going to want to read it. If you don’t know what they need, ask them!
- Have a Call to Action – CTA — If your audience doesn’t know what to do after viewing your content, you haven’t solved the problem. You must incorporate a call to action in every piece of content whether it’s to buy, share, use or comment. It’s critical that your audience is sure what you want them to do. Don’t leave them hanging. Ask.
Your content can be a combination of all of the following:
- Blog Posts
- Content Curation
- Polls & Surveys
- Product Reviews
- Tip Sheets
- White Papers
You can repurpose content and plan for using different content formats for different platforms. The main piece of content from which all the others are generated, should be placed on your main website or blog. Your social media accounts should point viewers to your website which is the main source of all the information about your business, products, and / or services.
For example: You are giving a webinar about the effectiveness of your product or service.
First, you have to create material for that event. That material is content. You may have a slide show presentation, a video demonstration, plus handouts.
Second, weeks before the event, you will extract and broadcast small bits of the information that you created for the event on all your social media accounts. This pre-event information will be pointing them to your blog or website with even more information about the event, and a sales page allowing them to sign up for the event.
Third, you’ll also blog about the event, and talk about the event everywhere you go on the net getting all the information you use from the main content you created for the event always linking back to your website for more information.
After the event you might post your presentation on slideshare.com, post parts of the recorded event on YouTube.com, and then you’ll link to those pages from your social media accounts and blog posts. You don’t give away the whole box of cookies in your pre-event and post-event content. Instead, you give away just enough, one sample cookie, to get them excited and interested. But you use the content over and over again to propagate more viewers, more newsletter sign ups, more followers, more likes, and more connections. When you look at it from start to finish you can see clearly how all the elements of SEO and social media combine to make very a powerful impact on your business.