Businesses can grow exponentially with the help of an online visibility strategy, and in order to do so successfully, there needs to be a symbiotic relationship between search engine optimization and social media marketing.
This integrative relationship of search engine optimization and social media marketing is known as search marketing integration, and is more important in determining the success of a marketing campaign than mere social media or SEO tactics alone.
Utilizing Social Media SEO
You can utilize search engine optimization (SEO) in two ways:
1. By improving the visibility of your own site
2. By assessing the movements of your audience on other sites.
Analytical tools, such as Google’s Think Insights, can tell you which keywords people are searching for, and you can frame your site accordingly to cater to the audience’s needs and searches.
While keywords, titles and links are still relevant in getting your site to the top in rankings, the impact of one’s presence on social media and the subsequent buzz coming from social media shares, likes, comments and retweets can really give a business an edge.
The most pertinent social media sites include Facebook, LinkedIn, Twitter, Youtube, Pinterest and Instagram. With the trending information gathered from SEO analysis, you can gear your social media campaign to fit those needs – for instance, use keywords in your social media posts and Youtube titles.
How to Engage Readers
In terms of posting content on your website, you want to make your material easily shareable. Include a code to your site so that each page contains social media buttons for efficiency of sharing content on social media sites.
With that said, it is important to be intelligently active on social media sites. You cannot rely on merely advertising your service or product on social media – you have to be engaging. Ask thought-provoking questions in your posts – not only will this allow you to get to know your audience more, but you are also establishing rapport with your more personalized interaction. As you build rapport and market your service, you are solidifying your brand in the social media world.
Moreover, you want to create content that will provoke your readers to share what you have to offer. The more your audience shares your content, the more what you have to say becomes visible online. Search engines have also begun to take into consideration retweets and Facebook likes when determining search rankings.
Crossing the Social Media Borderline
While you want to look and sound like you have authority in your line of work, you need to understand the fine line between sharing and over sharing. The moment you start thinking about pushing your site, instead of catering to the needs of your customers, you are risking losing the trust you’ve built with those customers, possibly even causing them to unfollow you if they feel bombarded with excessive posts from you.
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It is important to keep in mind that, in the midst of the evolution of Google Penguin, previous SEO tactics are changing. This is why it is even more important to include social media campaigns into your marketing tactics. In this manner, you can really get social media campaigns and SEO tactics to work together in harmony.