How to Use Social Media to Boost Search Engine Marketing

Image by StariSob

Image by StariSob

If you wonder whether a strong social media strategy will increase search results, wonder no more. The latest figures from Search Metrics show that traditional SEO tactics like keyword links and domains are less important than success with social media. In fact, of the factors which correlate positively with SEO, 7 of the top 10 are related to social media results, including Facebook shares and likes, Twitter tweets, Google 1+ and Pinterest.

For companies which have invested heavily in social media marketing, this is some welcome news. But it doesn’t really point to specific steps companies can take to use social media as part of a comprehensivesearch engine marketing strategy. 

Here are 4 social media strategies which will improve search results: 

  1. Make social media part of your link building strategy:  Search engine marketers have known for years that quality links boost search results. What many fail to understand is that links from social media posts are as relevant to SEO as those from other sources. Begin by using analytics data to find out which of your content is most popular. Include quality links in that content and share it across multiple social media channels.
     
  2. Prioritize follower influence:  SEO has less to do with the number of social media followers and more to do with the extent of their expertise and influence. Take time to create content which appeals to followers who are recognized experts and have substantial influence in your industry. To measure influence, use a tool like Klout which analyzes key data to assign an influence score to each follower.
     
  3. Use your top keywords in social media posts:  Use analytics data to determine which keywords are driving the most visitors to your website. Emphasize keywords related to your company name, recent news and social profiles. Include these keywords in Facebook, Twitter and LinkedIn content.  For best results, be sure to incorporate keywords naturally into your blog posts, and avoid keyword stuffing.
     
  4. Keep it fresh:  Update social media content regularly to make it appealing to search engines. This might seem like a no-brainer, but when busy schedules intrude, one of the first things to go is often content updates. Make a plan and commitment to keeping your content fresh. Be sure in particular that company bios, news releases and profiles are all current.

Too often, marketers judge the success of their social media strategy in terms of shares, likes and tweets. Increasingly, however, search engine marketers understand the importance of creating a strategy which effectively integrates social media and search engine marketing to enhance link building, maximize keyword effectiveness and maintain fresh content. 

To learn more about the ways in which social media can improve search results, contact Alternative Advertising today.