Social media content has always influenced SEO; now, more than ever. To illustrate, last year, Google began indexing real-time Twitter posts. All of a sudden, brands’ Twitter content was visible far beyond Twitter—in the Google search results.
And it’s not just Twitter that impacts SEO. By optimizing all social content for SEO value, brands gain rank, increase clicks and drive engagement, leads and sales.
3 WAYS SOCIAL CAN FUEL SEO
1. Tap Social Influencers
Just as Google ranks Web pages higher based on the relevancy of their content, the same goes for social content. And relevancy of social content can be determined by who creates it. To illustrate, one Performics client sought to promote a new product through a content-first approach. To do this, we connected with industry influencers (popular bloggers and vloggers) to create how-to tutorials that were then published on the client’s site and the influencers’ social channels to increase relevancy. The bloggers’ influence also spurred other earned content: shares, likes and comments.
Not only did the client see success in social (YouTube, Twitter, Facebook, Instagram) for the campaign, but it also enjoyed an 84% lift in SEO traffic for the product line’s keywords.
2. Build Links within Social Channels
Building links is crucial to SEO value, for both websites and social content. By linking social outlets to a brand’s main website, and vice versa, Google can understand the authenticity of these pages, allowing brands to rank higher as they post timely and relevant content.
Just as linking opportunities exist for Web pages, the same pertains to social outlets:
3. Expand Beyond Traditional Search
Consumers are no longer only using search engines, like Google, Bing and Yahoo, to find information. They’re using social media sites for search purposes. For example, users searching for a particular topic on YouTube may come across branded videos if the keywords match their search query. The same goes for Pinterest, as Pinterest is a keyword-heavy social outlet; users search by keywords to find Pins. Furthermore, Pinterest recently released a “Visual Search” feature allowing consumers to search by image, making it easier to find Pins that match consumer intent.
To maximize visibility in social search results, brands should focus on SEO basics like:
And now, if content succeeds in social search results, it’s more likely to succeed in traditional (e.g. Google) search results. Google’s indexation of tweets in the SERP is a prime example of this. Brands must devise joint social content-SEO strategies like:
By enlisting the help of social influencers, building links within social channels and creating content to rank within social search results, brands have the opportunity to increase SEO rankings, engagement, traffic and more.