Peanut butter and jelly. Oreos and milk. Han Solo and Chewbacca. Just some of the world’s greatest combinations. But have you ever considered this powerful marketing combo—social media and SEO? To many business owners’ surprise, social media and SEO are not only connected, but, when paired together properly, can turn into a powerful integrated marketing duo.
While working with our in-house social media team here at Big Leap, one of the main factors I keep in mind for our social media clients is how our social campaign will affect their SEO efforts. We like to encourage our social clients to invest in SEO, and our SEO clients to give social media a shot. That way they’re integrating their marketing efforts and getting, what I like to call, the social media SEO one-two punch.
But in what aspects are social media and SEO connected? Here are five ways social media and SEO work with one another to create a marketing power couple.
1. Social Profiles and Posts Can Rank on Google (Social Media SEO)
Have you ever searched for a company on Google and noticed that one of their social profiles ranked near the top? It’s a very common thing to see since Google is treating social media platforms just like any other pages in their web index. If something occurs on Twitter or Facebook and they’re able to crawl it, there’s a good chance it will make it on the search engine results page (SERP). This means that optimized business pages and posts can appear on the first page of Google with the help of a solid following and lots of engagement.
To help your social media SEO (social SEO), try optimizing your social pages. Some general tips that apply to all social media platforms are:
- Consistent, high-quality branding throughout all of your channels.
- Continual posting on a regular basis to keep your page active and engagement high.
- Complete your page profiles with as much detail as possible.
There is even work to be done on your website to improve your social SEO. Tony Edwards, in his article Social Profile SEO: Optimizing For Rankings & Search Visibility, says, “To help boost the rankings of your social profiles, you should link to them from your website. This seems like common sense, but you would be surprised by how many sites don’t link to their social profiles. Linking to all your social profiles will help pass authority to them. This will also help increase exposure of the social profiles, which can lead to more followers and social engagement.”
2. Good Social Content Encourages External Inbound Links
SEO marketers are tasked with creating high-quality content for their client’s website and then driving as many external inbound links to that content. Where better to drive traffic to that great blog piece you just wrote than to social media? Doing so creates awareness of your content and encourages people to see it, read it, like it, and share it with their friends. This encourages external sites to link to your content, and gives you more authority in Google’s eyes, helping you rank better.
To encourage external linking, you’ll need to first write content that is not only entertaining, but includes valuable information for your readers. Avoid keyword stuffing and write content that actually helps people. When preparing to post what you have created on social media, write copy that encourages people to engage with it. Ask people to tag any friends they think would benefit from your piece. If an organic-only approach isn’t doing the trick, put some money behind it and boost it to your target audience.
3. Social Sharing Can Lead to Higher Domain Authority
As mentioned before, social sharing can help increase the amount of external inbound links you receive, resulting in higher domain authority. But to search engines like Google and Bing, any indication of external sources validating your brand can help improve your domain authority—even if it’s just by a little bit.
When developing your social media SEO strategy, think of ways to encourage your followers to share your content. You could do a contest or giveaway and request that people like your post, share your post, and tag two friends. You could simply ask people to share the post if they agree with what it says or if they know someone who could benefit from it. As mentioned before, if organic isn’t working well enough, try boosting your post to your desired target audience or even run a Facebook Post Engagement campaign.
4. The Number of Social Media Followers Influences Google Rankings
The number of followers you have on social media can give you a ranking bonus on Google. A business social page with 50,000 followers will receive a much greater ranking bonus than a company that has only 200 followers.
Now, before you start thinking of buying followers (you black hat trickster you), remember this: proxy followers will not help you. Google will only take into account your high-quality followers. If you want real, high-quality followers on social media, try following and engaging with people who might be interested in your brand. Or, why not try a Facebook Page Like advertising campaign, targeting your desired audience? If you go with the Page Like campaign, just make sure you’re really going after people interested in your brand. Do not spend $20 advertising your Facebook page to the Middle East for some quick likes. You want to increase your numbers here, but remember: quality over quantity.
5. Social Media Channels Are Search Engines
Social media not only acts as a great place to watch people perform the Harlem Shake (am I a few years late with that one?), but it also serves as a great place to discover and learn more about brands with its varying search capabilities. In this way, social media is a search engine in its own right.
Recently, TechCrunch reported that Facebook had 2 billion searches per day last year. With such a high search volume on Facebook alone, it’s crucial that companies work hard to make sure they are being found in social media’s search results. Be sure that your business’s profile is easily searchable on social platforms and that users can easily identify that it’s your official profile. Try to stick with a profile name that matches your business’s name and use your company’s logo as your profile picture.
In my experience with digital marketing, I’ve met many clients that believe that sticking to one marketing avenue will lead their business to success—not realizing that integrated marketing is the key. As I mentioned earlier, many marketing strategies, such as social media and SEO, work hand in hand, like a one-two punch. Individually they’re great, but together they’re better.
If you’ve tried one advertising strategy that hasn’t worked, don’t give up on it until you’ve found another strategy to complement it (not replace it). If you want to give your SEO a little boost, why not try adding social media marketing to the mix? Integrating your marketing and learning how different strategies work together is vital for a successful campaign.