Your social marketing posts are probably aimed at getting your brand in front of customers.
That’s brilliant – it’s a fantastic way to get exposure without necessarily needing a huge advertising budget.
And, you’ve probably heard about SEO. You know it involves Google and improving where your business appears in the search results.
But, did you know there’s actually an easy way to improve your SEO using your social marketing posts?
There’s not just one easy way – there are at least 7!
Read on to find out how you can easily boost your SEO using the social marketing that you’re already doing.
1. Boost your direct traffic by sharing valuable content
Sharing a popular story or an article on a large social media site can lead to higher traffic volumes.
That in itself should be part of your social marketing strategy anyway. It’s all about getting your brand in front of your audience.
And obviously, social media gets your brand in front of your audience’s wider network.
But we’re talking about SEO here. How does sharing a popular article on Facebook help?
It mostly comes from the huge increase in indirect links. It also means that other people in your niche are likely to see your content.
And then they’ll use the posts as references in their content. Those are the direct editorial links that will definitely help boost your SEO.
It’s also beneficial if you can share your content across a range of social sites. Google not only rewards the number of external links you have, but also the diversity of them.
Also, a lot of social media sites use the nofollow tag on their direct links. This just tells Google not to rank those pages based on the link. In this case, you’re losing the SEO benefit.
But not all sites use the nofollow tag. These sites will give your content more direct links. And that boosts your SEO.
And, there’s another useful side effect to sharing your content on social media.
Search engines frequently crawl social media sites. The search bots can use your shares to quickly index new pages. That helps users find them when they’re searching on Google.
2. Use social profiles to build links to your website
Link building has always been important to search rankings. But people started using fake or low-quality links to improve their rank.
So, Google switched their focus to high-quality links. Luckily, social media links often qualify as being ‘high quality’.
After all, social sites already have a high web authority. It has a trickle down effect that will benefit all of your profiles.
Your Facebook Page might be brand new compared to your website. But your page will get the benefit of Facebook’s overall authority.
It’s like authority by association.
Be strategic with your content. If you create a video to accompany a blog post, be sure to embed it into the post.
This way, you get the benefit of Youtube’s high web authority, which should increase your ranking on the post itself.
Plus, it’s just good practice to create content in multiple forms to suit the preferences of your audience.
It goes without saying that you need to put links to your website in your content. But add them to your social profiles too.
It not only boosts traffic, but it also contributes to your link building strategy.
You should also include targeted keywords on any profiles you have on these sites. That’ll help to create multiple search listings for your brand. But more on that below.
3. Social marketing will soon break into the search results
Both Google and Bing are working on ways to incorporate a variety of content into their search results.
You’ll already have seen this alongside map listings. Videos and images help to bring the listings to life. Some listings even feature ratings and reviews to give the user more information.
But the move of Google and Bing to partner with Twitter and Facebook is an interesting one. They’re keen to incorporate social status updates into their search results.
Twitter, in particular, is already in talks with Google and Microsoft. If the work goes ahead, the search engines will actually include tweets in their search results.
Twitter is great for real-time news coverage. But it can also be useful for small businesses.
Think of all of those events and conferences that you attend. Your coverage of them could break out of Twitter and onto Google. That gives you access to people who don’t use Twitter but still search for your niche.
4. Focus on building a good quality following
Unsurprisingly, the more high-quality followers you have, the better your page ranks in search.
By ‘high quality,’ we mean followers who are real people, not bots. Actual people will engage or interact with you on a regular basis.
Interactions include retweeting, repinning, sharing, or leaving comments.
Search engines actually look at your social media to see how often you post. Having a lot of interactions gives you social marketing an instant boost.
And it’s even worth including elements on your site to help visitors share your content. Experiment with a range of plugins to see which placement of icons best suits you.
While Google insists that social shares don’t affect ranking, traffic certainly does. So focus on the share as being the path that leads a new visitor to your site.
But don’t fall into the trap of thinking you can get around the algorithms. They can actually tell how many low-quality followers you have. So don’t try to buy fake Facebook fans.
It’s better to encourage interaction and engagement from the good followers that you have.
5. Share good quality content that’s relevant to your audience
Not sure what to post to your social media profiles? Try to use the 80/20 rule.
Using this principle, 80% of your content is for the benefit of your audience.
So that’s competitions, content you’ve shared, images, or videos. This is content around your industry or niche that is still useful to your audience.
And the other 20% can be for you. So, social marketing and promotional messages.
Even outside your SEO, having better content and more engagement means that on Facebook at least you’ll get more visibility in the news feed.
That can mean more people see your links and click through to your website. It’s an easy way to improve your direct traffic – and thus your SEO rankings.
It is true that building followers can be a slow process. But consistency is the key to its effectiveness.
Adopt a brand ‘voice’ to talk to your customers on a daily basis. And don’t worry if you think your niche or industry is too ‘dry’ to warrant social marketing.
Volvo, famous for their safety-conscious cars, wanted to market their fleet of lorries. But how do you get ordinary people excited about lorries?
Volvo brought Jean-Claude Van Damme on board. They created a channel and posted a video involving Van Damme and their lorries.
The video has had over 85,200,000 views. They’ve since started recreating stunts with their lorries for other videos.
You probably don’t have the budget for Jean-Claude Van Damme. But there will be an interesting angle to your brand that can capture a fanbase.
And that fanbase will share your content, pushing your site up the search results.
6. Optimize your content to be shared – and searched for
It goes without saying that your content needs to be shareable. How else will your customers share it with their networks?
So go through the social sites where you have profiles and make sure everything is set to public.
That means no unlisted Youtube videos, no secret Pinterest boards, and no private Twitter profiles.
And Facebook gives the best option of them all. In your profile’s privacy settings, you can enable the option, Do you want other search engines to link to your timeline?
It’s all about getting your content in front of the greatest number of relevant people.
But your content also needs to be searchable. Keywords are hugely important. If you’re not sure how to use keywords, check out our best advice here.
Pinterest offers some of the best social marketing potential. Write strong captions for your pins that use your keywords.
Add your keywords to your Pinterest profile, and the descriptions of your boards.
And it’s worth adding keywords to your Youtube videos. It’ll make it more likely that your channel will get traffic.
Add your website to your Youtube profile. The more traffic your channel gets, the more traffic your website might get.
And that means better search rankings.
7. Be prepared to get local
Finally, it’s important that you create a local listing for your business. That lets customers review you directly on Google.
Also, add your address to your listing. Your location can act as a keyword to help with your SEO.
It’s also useful to add locations and maps to your Facebook page. They help customers ‘check in’, which boosts your local SEO.
Getting involved with local events can also see your name being included on news websites or social media.
Not only does it help to make you more visible in your community, it also makes you more visible in local searches.
Remember it’s called social marketing for a reason. Often the best marketing happens face to face.
But maybe you feel that SEO is still a little bit beyond your capabilities at the moment. It’s okay – there’s a lot to learn!
So while you’re getting your head around it, book a free SEO audit with us. We’ll help you find – and convert – those leads.