How to use social media in SEO strategies?

by Xum Digital Digital Marketing Agency

By connecting these two ends - audience and brand - through content and bringing this to the point of view of digital marketing, we see that social media can influence and positively impact the generation of organic traffic, as long as it is done strategically.

 

In this way, it no longer makes sense to exclude social networks from SEO Company San Francisco. Leaving them out is giving up the possibility of increasing the volume of qualified organic traffic, increasing ROI and even reducing CAC.

 

And to help you connect social media with SEO strategies, we have prepared this content with information and tips that you can put into practice right after reading.

 

SEO and Social Media Marketing

 

SEO and Social Network Marketing, for many people, are distant universes. The truth is that they have become increasingly connected, and those who manage to exploit this connection strategically have a chance to reap great results.

 

You might even be wondering: how does SEO have a connection with social networks if search engines practically ignore them?

 

This questioning makes some sense when looking only at the search engine as a tool, but without human intent they are nothing. Searches are done by humans who have a need, which leads to search intent.

 

People have been using social networks as search engines, and this makes the use of SEO strategies extend to social networks. It is not enough to create content and publish it anymore, it is necessary that this content is optimized and that it takes the person to content on the website, blog and even YouTube.

 

On the side of search engines, such as Google and Bing, which are the main ones, each one has a vision and way of dealing with social networks in terms of influence on page ranking.

 

For Google, profile pages on social networks are analyzed like any other, without greater or lesser relevance, depending on the number of followers, but the links that are published in the profile and lead to pages on the website or blog are considered and can help in ranking.

 

For Bing, profile pages are ranked based on profile authority, which is directly associated with the number of followers.

 

For Google, social signals are not ranking criteria, but the sharing potential that social networks have that directly influence ranking in SERPs.

 

We need to think that search engines are not just about Google, Bing and others that are on the internet. Social networks have become great sources of research.

 

About 90% of consumers are more likely to visit a brand's website or buy its products when they already follow it on social media. This effect is generated by 3 things that social networks provide: authority, credibility and reach.

 

The more people see the content on social media and benefit from it, the more credibility and authority a brand becomes, and this directly influences the response that the audience will give to the CTA of the content, which can lead them to a page on the blog, on the website or in the virtual store.

 

For this to happen, it is necessary to apply strategies for social networks and SEO techniques so that the content is found by the public. By doing this on social media, the brand will be working harder to:

 

• Connect with the audience

 

• Increase awareness

 

• Create an efficient service channel

 

• Improve sales

 

• Conquer new customers

 

• Do qualified benchmarking

 

• Monitor the competition

 

With all the possibilities of content that can be published on social networks, one type still stands out and, if done correctly, has enormous potential for results: sharing links.

 

Link sharing

 

Social networks do not have a direct contribution to ranking, but the links shared through them leave the brand more exposed, influencing SEO.

 

On social networks such as LinkedIn, Facebook and Pinterest, links are interactive content that can be clicked by users. On Instagram, it is not possible to click on a link, except the one in the bio. Whatever the social network, sharing links plays a very important role in the marketing strategy and brings benefits such as:

 

• Increase in the useful life of posts

 

• Improved visibility and link building opportunities

 

• Increased reach of content

 

• Improved brand recognition and authority

 

• Improved brand reputation

 

• Help with search optimization

 

When a link is shared on social media, the goal is for it to be clicked, and the higher the CTR, the better the page ranking tends to be. And this is one of the most important results that social networks and SEO seek to achieve.

 

Social networks: what is essential?

 

Social networks will continue to gain strength as the years go by, and even with algorithm updates and all the competition, one thing will not change: they will always be a potential traffic generator for websites, blogs and online stores.

 

But for this traffic to happen, a content marketing strategy is needed that involves both social networks and the brand's own channels, so that there is an integration and communication between them and between the published content.

 

With a well-defined strategy, both the use of SEO practices and the definition of content types and formats will be done with more assertiveness, increasing the chances of results and facilitating the analysis of metrics and KPIs.

 

When building the strategy, it is important to consider the different types of content that can be published on social networks, in addition to evaluating which are the most suitable networks for the brand to be present – ​​this way, you optimize time and resources.

 

Types of content that influence SEO on social media

 

As already seen, social networks do not have a direct relationship with SEO, but they influence and help a lot in the results , and exploring the right types of content will provide good results.

 

Subtitled videos

 

Videos have gained more and more space on social media over the years, and when they are subtitled, people tend to spend more time watching. This is because subtitles make the video more accessible.

 

On Facebook, 85% of users watch videos without sound, that is, subtitles become essential to retain the attention of this audience. Looking at the scenario of people with hearing impairment, in San Franciscowe have more than 10 million people in this situation, and for them to be able to consume this type of content, subtitles are needed.

 

These numbers show that subtitled videos go far beyond SEO , as it corresponds to usability and accessibility , and brands that value it gain relevance.

 

Stories

 

Stories are one of the content formats that most attracts the public, and with their growth and evolution, they have gained more evidence on social networks than publications in the feed. But stories are not an exclusive format for social networks, and even Google has invested in the format, both for searches and on YouTube.

 

Google has implemented Web Stories with a format similar to Instagram, but which are displayed in the Google mobile app and in search results.

 

Seen as indexable content, Web Stories are gaining space within SEO strategies as much as social media stories.

 

Interactive posts

 

Interacting with the public is fundamental in building relationships, and understanding the needs and desires of the public enables the creation of increasingly targeted blog content with the potential to generate results.

 

Polls, question boxes, posts with a direct call to answer in the comments, in short, everything that involves interaction with the public can be considered interactive content.

 

Info graphics

 

When it comes to simplifying a set of information, infographics are an excellent option, as they combine text and image in a visual and, in some cases, interactive way, making the consumption of content pleasant and less tiring.

 

As social networks have a limited size for the image, it is not always possible to have a quality preview, but this can be easily solved by sharing an illustrative image with a link that leads to the original file, facilitating visualization on mobile devices and generating organic traffic to the website or blog. Infographics are also a very useful content format for capturing leads.

 

External content linking

 

Sharing external content on some social networks is an excellent way to generate organic traffic. In addition, it is a content format with high sharing power.

 

On social networks, where shared links are not clickable, one way to do this is directing the user to the bio link or using some URL shortener.

 

Promotional content

 

Promotional content is attractive, after all, a good part of the social media audience likes a giveaway or promotion.

 

Exploiting this format within the strategy is very beneficial for both engagement and SEO, because if combined with external links, they can increase organic traffic and show search engines that the page content is relevant.

 

Podcasts

 

The podcast is a powerful format for promoting brands on the internet, and in some marketing strategies it takes the lead.

 

More and more people use their cell phones and want content in the palm of their hand, and podcasts provide this, as they can be heard in the car, at the gym, while cleaning the house, in short, it is possible to listen anytime and anywhere. .

 

With so many content formats available, social networks have become an excellent channel to leverage SEO, helping to:

 

• Strengthen content sharing

• Extend the lifespan of shared content

• Give more visibility to the brand in the online environment

• Boost Off Page SEO

 

The public is responsible for amplifying the distribution of content on social networks, so it is important that the content is of quality and is aligned with their needs, regardless of the format.

 

Social media practices that can improve SEO

 

Now that you have a broader view of how SEO and social media can, and should, go hand in hand in your strategy, it's time to get to know some social media practices that can greatly improve SEO results.

 

Shareable and quality content

 

When a post goes viral on social media, it tends to generate more traffic, but for that to happen, the content needs to be of quality and useful to the audience, regardless of the format.

 

Profile optimization

 

An optimized profile conveys more confidence and demonstrates more authority to the audience. To have an enhanced profile, titles and descriptions must be clear and objective, profile images must be of quality and convey professionalism.

 

Invest in relationships and conversations

 

Audiences want more than content, they want attention. When a brand invests in interactive content and makes room for a more direct relationship with the public, starting conversations via Stories or DM, it gets closer to the public and generates more trust.

 

Analyze marketing results

 

Your strategy may be very well defined and being executed by the best professionals, but you need to periodically evaluate the results to ensure that everything is going as planned, in order to adjust what is not working.

 

Tell stories

 

Seth Godin once said that “every marketer tells a story. And if he does it right, we believe it.”

 

Use storytelling to develop creative and authentic stories, capable of moving the audience and inspiring them to take action, or rather, execute the CTA of the content.

 

In addition to these practices described above, you can also explore other points such as:

 

• Conquer more and more followers

 

• Optimize content for searches

 

• Create useful, quality and authentic content

 

• Explore the most relevant content formats for each social network

 

• Use the appropriate hashtags

 

• Use social sharing buttons on the website and blog

 

Best Social Media for SEO

 

Although SEO connects with social networks, not all of them have features that allow greater results and more direct actions, such as sharing clickable links, for example.

 

Therefore, we have listed the best Sacramento SEO Agency, taking into account, in addition to everything that has already been said in this article, the possibility of sharing external content with a clickable link.

 

linkedin

 

LinkedIn is a social network where the absolute majority of the audience and content is professional. And because it has these characteristics, it is the content marketing focus of 94% of B2B marketers, as it is an excellent source for generating qualified leads.

 

But it's not just about marketing to companies. Many professionals build personal marketing strategies for LinkedIn in order to get better job opportunities.

 

Twitter

 

Twitter has been one of the main sources for sharing information and links for years. It receives around 2 billion search queries per day and approximately 656 million tweets are published daily.

 

These numbers show that it is a social network with great power to generate organic traffic and viral content, as long as there is a marketing strategy.

 

Pinterest

 

The favourite social network for those looking for inspiration. Your combination of images, text and clickable links is a great opportunity to generate qualified organic traffic.

 

A quality image with a good description, exploring the right keywords, can boost clicks and generate traffic.

 

Medium

 

One of the content publishing sites where more than half of the traffic it receives is organic. This increases your authority and influence on page ranking and wider audience reach, but to help with SEO performance, it is recommended to work with the site's own blog.

 

Quora

 

On Quora, the purpose of content is to answer questions and queries from the audience, which gives it great potential to generate qualified traffic.

 

Content well aligned with the user's search intent, when published on Quora, becomes a constant source of traffic and, consequently, backlinks.

 

Facebook

 

Facebook is the ideal social network for sharing simplified content and especially links, as they are clickable and the tendency to share this type of content there is greater.

 

Some reports say that Google is able to crawl and index links on Facebook , so it doesn't hurt to explore this possibility within the network and strengthen your marketing strategy.

 

Between myths and truths, a certainty

 

Between myths and truths, the only certainty that one can have when it comes to the use of social networks in SEO strategies is that the person largely responsible for both deciding whether content is good or bad and for making it reach more people is the public.

 

As much as the algorithms of search engines and social networks influence delivery, and that a good creative team produces quality and useful content, in the end it is the audience that will show these engines and networks what really matters.

 

So, whatever your goal, keep in mind that content marketing and SEO strategies need to be aligned with the brand’s objective and the audience’s needs, otherwise there is no search engine or social network that makes the content. be found.

 

If everything you read in this article made sense and you want to put it into practice, watch our immersion in SEO and content production .

 

Here you will have everything you need to know to discover the strengths and weaknesses of your strategies and see how to make better decisions about SEO and content, decreasing CAC and increasing ROI.

Sponsor Ads

• Ad Space Available - Rent it Now!

Created on Oct 28th 2022 06:22. Viewed 376 times.

Comments