How Social Media and SEO Services Work Together

author image Written by: Lia           Categories - Digital Marketing>Social Media Marketing (SMM), Social Media

Broadcast Your Brand on Social Media and Search Engines with Help From SEO Services

Is your business active on social media? If not, get on it! Social media is an important part of digital marketing campaigns. You can reach a broad range of audiences via social media channels and increase your brand awareness. The rules that apply to successful SEO marketing also apply to social media content and campaigns. If your brand is visible, you post quality content and prioritize user experience, your web presence will increase organically. Organic SEO principles help to naturally attract visitors to both your company website and your social media pages. If your business isn’t using social media to its best potential (or at all), consider working with experts in social media and SEO services to improve your brand awareness and marketing campaigns. Here are a few ways to use social media attention to boost your Google rankings and digital marketing campaigns.

Grow Your Following Organically

Connect with your audience through social media.
Pick up your phone and connect with your audience!
The more REAL followers you have on your social media profiles, the better your search-engine rankings can be. However, Google only considers real followers gained organically, not paid-for proxy followers. Remember, you can’t buy real friendship. Keep your brand voice unique to attract followers, and use that unique brand voice to engage users daily with:

  • Updates,
  • Helpful tips,
  • Useful articles,
  • Open discussions, and
  • Direct conversation with your audience.

If you impress your current followers with how cool and engaged you are, they can tell their friends, share your posts, and help grow your following.

Increase External Links

By sharing high-quality content to your social media pages, you can gain external inbound links from sites that link to your content. These backlinks help develop site authority. We like to think of backlinks as votes; the more votes you receive, the more likely your content is to get noticed. The more external links you have, and the more diverse they are, the greater authority you’ll have with Google and, you guessed it, the better you will rank on Google and other search engines. To get your posts out there and seen, use hashtags (#), post your content on discussion forums and threads, and keep producing quality content that encourages users to share and link to it.

Optimize Posts

With the right optimization techniques, popular social media updates end up ranking high on Google’s search engine results pages (SERPs). Here’s what you need to get up there:

  • High-quality content—i.e. a useful article, video, or infographic;
  • A catchy, accurate, and detailed title; and,
  • Optimized text—i.e. keywords and queries for the intro to your post that are optimized for search.

Promote Sharing & Engagement

Smash that share button!
Sharing is a beautiful thing, especially in the world of social media. If multiple users share your posts—thus, validating you and your brand’s authority—you will gain authority in the eyes of Google and get better rankings. The more shares, retweets, likes, favourites, and replies your posts have, the better you look. To promote sharing, encourage users with incentives for sharing or liking a post, such as entry into a draw for a prize. You can also post an idea or a question, and encourage user engagement with phrases such as, “Like if you agree.” Not totally comfortable asking outright? Keep it subtle! Consider asking a general question of your audience: “What do you think?” It might seem simple, but it might surprise you to learn just how much this can encourage your audience to engage directly. If your content is good enough, this is often all you have to do to get people to interact. You might be surprised by the response you get!

Go Local

To become more visible in local searches, embrace your local community. Whenever you attend or are involved with a local event, post updates with photos, engage with local users, and don’t forget to add the location! Another way to embrace the local community is by befriending local companies on social media. You and the other local brands can do the following nice things for each other:

  • Share and like posts,
  • Participate in discussions, and,
  • Post guest blogs—and share them.

Improve Brand Awareness

Brand awareness comes down to improving the user experience. If users like your brand, they will likely share your posts, increase your audience, and search for your brand online. Branded searches on Google lead to higher rankings and ranking for non-branded keywords as well. An increase in brand awareness will lead to more users searching for your brand on Google, and Google will love you and make your brand more visible in searches. User experience is a top priority for Google when it comes to rankings, so impress users and Google, and get your brand out there.

The more, the merrier.

Maintain Multiple Social Media Profiles

You can increase brand awareness and reach broader audiences through various social media channels, such as Facebook, Twitter, Instagram, Google+, LinkedIn, and YouTube. Since Google ranks social media pages, keep your pages updated, and don’t forget to use Google+ (it will be one of the first pages that users see in a Google search). If you’re too busy to manage multiple social media accounts, consider hiring the pros to manage these accounts for you efficiently. Outsourcing your social media management to SEO service experts gives you access to a dedicated team of experts whose entire job is to handle your social media presence and help take it to the next level. In fact, if you haven’t gotten your social media presence off the ground, outsourcing to an agency is a great way to get things moving, fast.

Social Search Results

Users search on social media as they do on a search engine, so optimizing your profile and content is just as important for these searches. Check how your profiles appear on social media search results because you want users to find your official page easily. There may be several search results with your brand name, so take time to optimize how you appear in searches. Remove inactive or multiple accounts to avoid confusion. If you must use multiple accounts (i.e. for press, HR, and brand), clearly label each account with their purpose. As with organic SEO services, social media marketing is all about quality content and an enjoyable user experience. If you want Google’s approval, put your users first, post high-quality content, and regularly engage with your users and followers. Always remember: if it seems like too much work to juggle multiple profiles, social media marketers can help with their expert SEO services.


Data-driven Attribution Becomes The Default?


Google is all about automation, whether you like it or not. In their e-mail to advertisers, they let them know about their ad accounts switching to data-driven attribution.

In the e-mail, Google tells the advertisers which of their accounts qualify for the switch and gives them a deadline for cancelling the auto-switch, Search Engine Land reports. We went through our e-mails and here’s what we got:

But, wait – what is this data-driven thing now?

Back in September, Google revealed its plan to turn data-driven attribution into a default model. At the same time, they said that the other five rule-based models will still exist and be available for usage.

By using advanced machine learning techniques, data-driven attribution can understand the contribution each marketing touchpoint made to lead to conversions. Google says data-driven attribution accounts for several factors, such as ad format and time between ad and interaction.

As Barry Schwartz explained in this article, data-driven attribution checks the website and your ads on various platforms and uses data from your account to figure out which keywords and campaigns have the biggest impact on your business. In the end, it checks out how people engaged with your ads and comes up with a plan to move forward.

Learn how data-driven attribution works here.

“Data-driven attribution allows us to assign the right credit to every touchpoint. With automated bidding and data-driven attribution, we’ve seen an 18% reduction in cost of sales over last-click” – Lara Harter, Head of Online Marketing, DocMorris

So according to Lara, this could help save up some resources and direct them somewhere else. This option could work well with Smart Campaigns, but as always – you should do your own mini research.

Read More: Smart Campaigns Will Be Gone For Good Soon

The Backlash

However, not everyone is happy with this move by Google. For example, David Melamed expressed his opinion on LinkedIn:

“Data driven attribution doesn’t understand your cashflow needs. It doesn’t understand the human side of your account. Conversion & attribution models SHOULD NEVER be taken out of the hands of advertisers… Especially when Google owns the auction house.”

Others have a bit different opinion:

If you don’t want Google to make the switch, you can turn the option off using the link you got in the email.

Sure – data-driven attribution might actually work for you, but make sure you analyze everything first.

Compare the changes that would happen if you do make the switch.

Read More: Google Adds Four New Features To Performance Max


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Survey Shows New Google Ranking Factors And Trends Affecting SEO


SparkToro Ranking Factor Survey Affecting SEO

A recent survey conducted by SparkToro, founded by co-founder and former CEO of Moz, Rand Fishkin, shows how 1,585 SEOs feel about Google’s rankings.

According to the results, Google entering verticals and competing directly against publishers, advancements in machine learning and AI, and zero-click searches are the top trends most likely to affect SEO in the next three years.

Trends That Are Here To Stay

Survey respondents were presented with a list of choices and asked, “How much of an impact do you believe the following trends will have on SEO in the next 3 years?” Options were ranked on a zero-to-four scale; zero meaning “no impact” and four meaning “huge impact.”

Sparktoro graph showing trends that will impact seo
Source: SparkToro

According to SEOs, outcomes from US Congressional and Department of Justice Investigations, visual search advances, and “content-nudging” products such as Google Discover are the trends less likely to affect SEO.

Google’s Versatility

On top of being the most popular search engine, the company has also expanded into travel by launching Google Flights in 2011 and, more recently, Google Hotels along with a trip planning tool that is heavily integrated with Maps and consolidates bookings based on email confirmations.

Moreover, Google’s travel offerings increase the odds that vacation-goers will use Maps to plan their trips because their reservations, along with places they’re interested in, can all be viewed in one place.

Machine Learning

Machine learning can also affect SEO in many different ways, such as identifying signals, personalizing results based on a user’s search history, better understanding of search intent, and much more.

As search algorithms continue to use machine learning and technology continues to advance, marketers may find themselves focusing more on creating the best possible content for their audiences while leaving the smaller details such as metadata, keyword research, alt text and the like up to machine learning to figure out.

Do Links and Keywords Matter?

Some of the most surprising findings of the research revolved around SEOs’ views regarding the importance of links and keywords.

SEOs believe that keywords have their place in the content, title, and metadata of the page. “Exact (or near exact) use of the searched-for keywords in the content, title and meta data of the page” was ranked sixth overall in importance as a ranking factor, with relatively high levels of consensus among SEOs.

When it comes to links, SEOs ranked both the quality of sites and pages linking to a particular page, and the quantity and diversity of linking websites highly in terms of overall importance, at #2 and #7 respectively.

However, SEOs were less convinced of the importance of link anchor text or of external links used on a page to a high ranking on Google.

How Much Has SEO Changed In The Last 10 Years?

The SEO industry has changed a lot since 2009. Tactics that we would now consider to be dubious were far more commonplace 10 years ago. And things like Google algorithm changes and manual penalties could have detrimental effects on a business’s revenue, sometimes causing it to sink altogether.

Even still, when it comes to priority, Moz’s Ranking Factors Survey in 2009 suggests not so much has really changed. While some of the ranking factors that SEOs considered all-important in 2009 have fallen out of favour, many are still considered important in 2019.

SparkToro trends impacting SEO
Source: Moz

In 2009, SEOs considered “Keyword focused anchor text from external links” to be the most important ranking factor for SEO – but that has since changed considerably.

However, second and third on the list were “External link popularity” and “Diversity of link sources,” which map to the combined factor “Quantity & diversity of linking websites” in the 2019 survey. SEOs in 2019 still ranked this highly, at #7 out of 26.

All things considered, over the course of 10 years, some of the fundamentals of SEO remain the same. The role of content in SEO has shifted and changed along with the internet, while certain tactics like keyword stuffing and link spamming have diminished as Google now penalizes them.

Machine learning may also advance to resolve searches more quickly, which may mean more no-click searches, but can also mean that users find the content they’re looking for even faster, potentially driving higher quality traffic to your pages.

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