social seo

How Social SEO Improves Your Marketing Strategy

Does your marketing strategy include social SEO?

If not, your efforts could prove ineffective. Social SEO practices not only boost your social media strategy, they also act as a foundation to your entire marketing strategy.

In other words, social SEO practices act as the base of content marketing, search engine optimization, and social media marketing. While these three aspects of your marketing strategy can function as independent strategies, it is an ineffective practice.

Why?

Content boosts your SEO strategy. It opens the door for more links. Social media increases your content’s reach by leaps and bounds.

Interested in learning how?

This article discusses how social SEO improves your overall marketing strategy and why. 

Let’s dive in!

Why Social Media? Changes In SEO Trends

You might ask, “Why should I worry about social SEO so much?” If we know anything about SEO, it’s that trends change fast.

As the way users interact online changes, so does the way Google calculates SEO rankings. The following serve as SEO trends that highlight the importance of social SEO to your marketing efforts in the long-term.

1) The Traditional Website Is On Its Way Out

The increased use of mobile users threatens the staying power of the traditional website. Users prefer mobile app experiences to browser-based experiences.

Google introduced new means to stream apps and in-app content in 2015. This requires no download of the app on behalf of the user, further increasing the ease of use and instant access.

Social media is your saving grace as SEO rankings consider in-app content more and more. Invest in your social media presence on platforms like Facebook to guard against falling victim to this trend shift.

2) Predictive Search

When predictive search came onto the search engine scene, its impact frightened marketers who thought it would make keyword targeting difficult.

The reality? Google’s predictive search uses a user’s current location, search history, and more to offer search results. This process requires a change in SEO from keywords and phrases into actual engagement.

Social media plays a huge role in your companies success with predictive search. The more your audience interacts with your social media presence, the more opportunity to engage and gather relevant feedback.

3) Social Media Transforms The Way We Interact And The Content We Seek

By now, it’s no surprise that social media changes the way we interact as individuals and with companies. Users get smarter about the content they consume via social media every day and they consume a lot of content via social media.

44% of the people in the United States receive their news from Facebook.

As such, the content will change. Companies need to produce personalized, interactive content that covers a wide range of relevant topics on social media platforms.

As you can see, social SEO is important for a number of reasons but how does social SEO work to improve your overall marketing strategy? Let’s discuss the ways social SEO works for you!

How Social SEO Can Improve Your Marketing Strategy

Syndication Platforms

Your social media platform allows you to distribute content to a wide audience. The limits to this ability do not exist as your following grows. 

Syndicate your content across social media platforms to expose it to an immense amount of new readers. These readers offer new opportunities for people to share this content on their own websites or blogs. This means a greater amount of links to your content, and more SEO juice.

Google now indexes social media content from Facebook and Twitter. If you time your content right, your SEO ranking could benefit.

Profile Information

Inputting your company’s basic information, from your company name to industry and contact information, serves as the first step in your social media campaign.

This information serves as indexed content that helps your local SEO rankings. How does this work?

Third-party sites, like review sites, mine this indexable content to create a profile on their website. Google uses these profile entries for its own formatting.

Fleshing out your profile information leads to heightened online visibility. It also ensures the correct information about your company exists on the internet.

Influencer Marketing

The term social media influencer refers to people on social media platforms with a high following and a large amount of credibility. Users look to influencers when making buying decisions of all kinds.

Social media platforms allow you to make new connections with influencers. Leveraging this connection helps your marketing campaign reach a wider audience and lends your content more authority.

You’ll reap the benefits of more opportunities to boost your SEO.

Social Media As An Inbound Link Haven

When Google calculates ranking results it considers relevance and authority above all else. 

Relevance refers to how a given result relates to a search query. Authority refers to how trustworthy the source of content seems. 

How are these determined?

Google determines authority by paying attention to the number of inbound links for a given page. Reputable websites linking to your page increase your SEO rank.

The wide reach that social media allows you plays into your SEO rankings for this reason. The more potential readers or visitors to your page, product, or service, the higher chance those readers will craft organic links to your company. This goes hand in hand with social media as a syndication platform.

Content

You need to change your approach to content in order for social SEO to improve your marketing strategy. Google’s personalized search results set the tone for the way your audience demands you treat them. 

They want relevant, personalized content. Considering how often people use social media to access content, avoiding these demands will put a huge damper on your social SEO and marketing strategy.

How can you create effective content?

Think about your audience every step of the way during content creation. Ask yourself if this content is what your target audience wants to read or interact with. If not, go back to the drawing board.

Next, your content needs to echo the way your audience searches. Know the language your target audience uses to boost your SEO and help engage people further.

Your content needs to allow for a user to scan it and digest in bite-size pieces. Keep your content well-organized, segmented, and accurate.

To tie it all together, create content users will share. Track the performance of your content to see where you can adjust. 

Social Media Meta Tags

What are social media tags?

Social media tags refer to HTML tags that allow you to dictate what content or information appears on platforms such as Twitter, Facebook, and more.

Not all content is equal when it comes to different social media platforms. Each platform requires well-organized and relevant content to encourage users to interact and share.

You can add social media meta tags to new and old content. 

You can dictate how people share. With a meta tag, you can specify that a share includes a hashtag and an @ mention to name a few.

With a social media meta tag, you can control which image shows up in a share. This gives you increased control over your brand image, too.

They also help spiders, the means by which search engines crawl through content, understand your content. The more a spider understands your content, the higher your SEO.

Rich Search Results

Rich search results go hand in hand with predictive search results. They offer a user a short snippet of relevant information for a given query. 

Users get instant access to the answers they seek. This might sound like bad news but you can leverage rich answers to your SEO advantage.

The key? Niche content targeting and more visibility of your brand. Social media offers both of these factors.

Video and Engagement

A video is a great way to vary your content. The popularity of video content in recent months is no mistake. Users want visual engagement, not blocks and blocks of text.

How does social SEO relate to video?

Social media platforms now allow you to engage with consumers in real time via live video. Thanks to the advent of mobile, you can engage with your audience anywhere, at any time.

Live video via social media platforms offers you incredible reach. You’ll make your audience feel like part of the brand. They’ll share your content more and boost your SEO.

The Word On Social SEO and Improving Your Marketing Strategy

You won’t need a complete 180 anytime soon but adding social SEO into your marketing strategy now will boost your visibility, authority, and effectiveness by leaps and bounds.

Knowing the SEO tips and trends in this article can help you experiment with the future of your marketing strategy. Without a doubt, social media SEO can bolster your business.

Remain flexible in your SEO approach. Create valuable, varied content and syndicate it across social media platforms. Leverage your connections and engage your audience.

Want to learn more about SEO and the options available to you? We can help you craft an impeccable SEO presence. Contact us today to find out how!