Money-Making Monday: See How Poor Social Media Can Hurt Your SEO Too (and What to Do About It)

Thanks to Scoop.It for this awesome image.

Social media marketing and search engine optimization (SEO) have a lot in common:

High-quality content rules: The best social posts are the ones that get clicked, shared and commented on. The most relevant, useful websites are the ones that enjoy high SEO rankings.

They both take time: Building a strong social media presence and having a solid SEO foundation is a long-term process. They can’t be rushed and you can’t “cheat” your way to them.

You can use social and SEO to look stuff up: While Google is still the go-to website for general inquiries or “how to” questions, channels like Facebook, Twitter and YouTube are becoming sources of information (instead of just places to see what your friends are up to).

So you could say that social media and search engine optimization are kind of made for one another.

And that’s the focus of this month’s WEB ROI Money-Making Monday: How social media impacts SEO (and how you can take advantage of it).

More likes can equal better SEO rankings.

QUESTION: Do people like you?

WHY THEY SHOULD: The more people who like you on social media, the more Google likes you too.

Search engines like Google, Bing and Yahoo! love fresh content.

And the more you update your website with well-written and useful information, the easier it’ll be for people to find it.

Social media – by its nature – is all about providing updates and sharing new things.

And the more people who like your posts (or better yet, decide to follow you), the more visibility you’ll enjoy on the search engines.

Every day on social media, you should:

  • Post helpful articles
  • Answer customer questions honestly and promptly
  • Engage in conversations with people
  • Share things you think your followers will be interested in

Over time (remember, social media is a slow process), you’ll be considered an authority. People will visit your social media sites, share your stuff and eventually like or follow you.

When that happens, Google will notice.

And Google will say something like: “Hey, these guys know what they’re talking about and lots of people like them. Let’s give them a higher SEO ranking.”

The key takeaway: Whatever effort you put into search engine optimization should be matched on social media.

  • If you’re researching keywords for SEO, you should be listening to what your followers are saying and responding. If you want your home improvement website to have tons of information on “how to install bathroom tiles”, make sure you share that on social media too.

The payoff: More people will like you and follow you. That, in turn, will give you greater visibility on the search engines.

QUESTION: Do people know what you’re all about?

WHY THEY SHOULD: Your social media profile matters as much as your website’s “About Us” page

The about us page on your home builder website is full of rich information on your company’s history, accreditations, awards and current projects.

It’s well written and a place of pride for your business.

Oh, and it’s also keyword optimized so it’ll show up in the search results.

Now, let’s imagine your Facebook profile page says something like this:

  • XYZ is a home builder based out of Hamilton, Ontario

Here’s what’ll happen:

  • The search engines won’t bother to rank it
  • People won’t bother to click it

Here’s an example searching for one of the world’s biggest companies on Google: General Electric (click on each image to view a larger version).

General Electric Search Results
Its Twitter feed is the second search result (this goes into the first point of this blog about fresh content helping with search engine rankings).
Its Wikipedia, YouTube, Instagram and Pinterest pages rank 4, 5, 6 & 7, respectively.
And don’t forget, its right-hand sidebar also has great information too.

So what does it all mean?

Firstly, Google and other search engines will show your social media pages in the results if it believes there’s value to the user (in this case, the person typing your name) to do so.

Secondly, social media pages are meant to be more personal and less formal than your about us page. That said, it still needs to have enough information to entice people to click.

The key takeaway: Your social profiles are important to Google and to people looking for you online.

  • The more active you are on social media, the more those pages will show up in the results. But not having a good or engaging social profile means nobody will click on it and discover all your great posts. Just like the time you spend crafting metadata or rich snippets, you need to invest the same effort in your social media profile pages.

The payoff: You’ll have more prime spots on Google. You’ll have more appealing content for people to choose from. And you’ll have more people clicking to your social channels.

On social media, tell people what you want them to do. Make it easy for them to connect with you.

 

QUESTION: Do people know how to get in touch with you (no matter what channel they’re on)?

WHY THEY SHOULD: People can ask Google, or they can ask Facebook, Twitter, Instagram, etc.

If you recall, at the very top of this blog, we said:

You can use social and SEO to look stuff up: While Google is still the go-to website for general inquiries or “how to” questions, channels like Facebook, Twitter and YouTube are becoming sources of information (instead of just places to see what your friends are up to).

Here are some stats to back that up:

  • In 2010, Twitter handled 19 billion search questions per month (source: SearchEngineLand)
  • In 2012, Facebook got one billion search queries each day (source: TheVerge.com)
  • In 2010, YouTube received 7 billion search queries per month (source: YouTube.com)

People are using social media for more than getting updates or sharing memes.

They’re using it to research information because they want people with real-life experience to provide insights, not just a Google result.

Something else to consider is that 30% of all time spent online is through social media (source: GlobalWebIndex).

So when people need some information or want to learn how to do something, there’s a good chance they’ll look it up on the social channel they’re already on.

When that happens, you want to show up in the results.

The key takeaway: Treat your social media channels just like you would Google, Bing and other search engines.

  • When people search for something – or if they search for your company or brand name directly – make sure the right results come up. There could be some fake or duplicate social media pages out there. The last thing you want is for people to click on a social result that has your name on it, only to discover it doesn’t represent your business at all.
  • In search engines, you use keywords to lead people to your website. On social media, hashtags are the way to go. Make sure to include relevant hashtags so people can find your posts and content easily.

The payoff: By knowing what people are looking for, you can serve up instant, useful results right then and there. Over time, people will instinctively trust you as the go-to source for helpful information.

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QUESTION: Are your social media and SEO plans in sync?

WHY THEY SHOULD BE: Social media and search engine optimization is a perfect match

Social media and search engines:

  • Connect people with other people
  • Provide valuable information based on a search query
  • Reward well-written, insightful and helpful content
  • Rely on hashtags (social media) and keywords (search engines)

Therefore, it makes sense that they’re becoming more connected when it comes to generating a return on investment for your digital marketing dollars.

Want to get the most from social media and SEO? Contact us

In 2017, you can’t have one without the other.

If you’re not on social media, you’re missing out on extra SEO opportunities.

And if don’t have a well-thought out SEO strategy, you can’t leverage everything social media has to offer.

Fortunately, the WEB ROI team can get you up and running on social media and use it to enhance your SEO footprint too.

To start, you can:

Schedule a call now