You know how important search engine optimization is. You search for your presence on Google and salivate awaiting the results like a Pavlov dog. We all do. Are the results good? What is wrong! Ugh! Another Google search update has shifted the formula; foiled again!
There is a lot to remember about what goes into the search engine results algorithm. The mysterious and fabled recipe of links, text, social cues, content, code, and relevance that defines the position of where your brand returns in search results.
In order to grasp the focal point of this post you need to know one of the most important aspects of Search Engine Optimization (SEO) is inbound and outbound links. Search engines track these links. They identify and attach relevance to the “spider web” of correlating links coming in and out of your site.
Simple 101 Visual – Inbound Linking -
The search engines crawl the web and recognize these relationships when building a profile of your site. The search results queue off of this data. When the social data signals are strong (Facebook/Google+/Twitter linking etc.) it can increase your rank in the search returns.
Good socially relevant links = better Google search results.
I would even argue that one of the most important reasons for even being active as a brand in social media is increased search engine optimization. Don’t believe me? Make a profile on Google+, be active on the service, and witness what happens to your local search results.
Of course big picture social engagement and visibility are important. However, when Google Organic is the largest revenue driver for your official website (check your top 10) then you better make sure as a digital marketer that no stone is left unturned when it comes to diligence in your SEO efforts. Roll up the sleeves and get down and dirty with the following.
Great content drives action.
It compels consumers and fans to take the first action to move into the conversion funnel. Remember the conversion funnel example here?
Content is shared, socialized around, inspires, delivers a feeling, and connects the product emotionally with the customer. Image and video content transcend the distribution platform in the digital medium right now; it works in every platform. That is the reason why YouTube, Pinterest, and Instagram are the hottest services of the moment. Text and reading are on the decline.
How to Use Content to Drive Your SEO Efforts
Link everywhere a content opportunity presents itself.
I know it sounds easy, so easy it is often overlooked. In fact, many Social Media Specialists and Community Managers are missing this step.
Here are the examples for reference –
1. Insert the link to your website product page in the photo description.
2. Embed links in your post (this post example is embedded and linked to our “What’s New” dedicated landing page on our home site via the photo description).
3. Answer questions on Facebook with a link.
4. Your photo description link may not work on mobile (…yet). See screen shot example from the iPhone. The benefit here is your customer will see the link and it reinforces the source and your site.
5. Google+ photo descriptions are executed differently than Facebook so this type of linking is not available to you. Google+ really touted itself as the best service for social relevancy and social signals, not sure how they make that mojo happen without relevant content to linking areas available. I primarily post the links in the actual post since you can’t place a link in a photo description at this time.
Link as much as you feasibly can. It can get a little annoying within your community if there is too much linking going on, so be judicious about your linking. Use your best judgment.
Never let a photo go up without a link. If your customer or future customer sees something that inspires them, make it easy for them to find the product. Embrace the impulse purchase opportunity.
Facebook has cracked our top ten referrers to our website. We also have held exceptional search results, returning on the first page of search for many of our products and specialty products. I am pleased to report the last two Google search algorithm updates have not dramatically affected any of our search rankings. In fact, the update effect has been negligible. Can you say that to your Senior Executive team? Are you employing a social linking strategy to complement your SEO efforts?
We will never know if this is the single decisive action that keeps our results high in the search rankings, I can tell you that we have held or improved our rankings since we began to employ this social linking strategy.
Do you have an experience with this lane of SEO that you can share with the community on this topic? Join the conversation below and let us know your thoughts.
Category: Social Media Marketing