4 ways to improve your SEO through social media
Did you know: 571 new websites emerge on the internet every minute. Needless to say, the number over the course of a year is colossal. The competition for top spots on search engines has never been fiercer. Here, then, are a few methods to give yourself a certain advantage. Generally speaking, links on social media have no direct impact on your search rankings. They are easy to manipulate, which is why search engines give them little weight. Yet the use of social media can yield unexpected benefits. More specifically, social media SEO works in the following ways:
- Web pages that receive a certain level of traffic are indexed more quickly by search engines. Your pages must be actively and genuinely shared.
- The chances of other sites linking back to your page increase when you relay and promote it on social media. And obtaining inbound links from other sites is an important criterion for improving your search ranking.
- An active presence on social media can build you a strong reputation. And the more popular you become, the more your site will be searched for online…
So, whilst the impact is not direct, it is clear that social media does contribute to organic search ranking. But it requires more than simply creating a social media page for your business. Here are 4 tips to help you with your social media SEO, also known as SMO (Social Media Optimisation).
1. Complete your profile with relevant information
When you create your profile, enter as much relevant information as possible about your site. Its name and URL are obviously the most important pieces of information. Think also about the key phrases on which you want to gain visibility; include them in your profile description and in your posts. When users share and interact with your posts, they help you in your brand awareness and visibility efforts.
2. Starting conversations is an integral part of SMO
Social media allows you to start a conversation with your target audience and offer them high-value responses. Ask your followers questions, post useful tips, start a general discussion, and reply to your followers with relevant advice. Such interactions are the key to creating and sustaining an active community.
3. Connect with online influencers
As a general rule, influencers on the internet can multiply the visibility of your content on social media. Whilst a potential increase in your readership will not directly affect your search ranking, you increase your chances of gaining inbound links from other sites further down the line. For example, if an influencer with 5 times more followers than you shares your content, it will boost your visibility. The influencer's followers will discover you, perhaps search for you on Google, which will increase the value of your published pages in Google's eyes. So, reach out to influencers in your market to start a virtuous cycle in which they promote your content and talk about your brand.
4. Create and promote captivating content
Ultimately, social media SEO comes down to producing content that your audience will want to share and discuss. Make sure you produce content (video, text, infographic, etc.) that is unique and suited to your network.
When you spot content that is experiencing real growth in engagement, boost it to create a beneficial buzz. This new traffic will likely increase overall engagement, and could result in new inbound links to your pages. In fact, it is quite rare to see a page highly cited on other sites without it first having been shared on social media.
In summary, whilst social media has little or indirect influence on a site's search ranking, it is fundamental to building your reputation and authority. In the long run, social media represents a genuine opportunity to increase your return on investment.
(Updated 27/11/17 – Freely translated from Elegantthemes)
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