Rub Elbows with The Newest Incarnation of Search Engine Optimization

Come on. Admit it. You think search engine optimizers are the scum of the Earth.

Well, my friend, you don’t know any SEOs with integrity.

See what I did there?

But, seriously, our SEOs aren’t spammers or link baiters or black magicians or any of the other vile names we’ve seen. Do you text your mom with those fingers?!

We understand that real, strong search engine results depend on one thing – quality content. We only produce content that is meant to help, inform, entertain and be shared.

 

Today’s Lesson: Search Engine Optimization is Social

Many entrenched business-to-business professionals regard social media as a pastime of the millennial generation.

That’s only half true. Research shows that large search engines – let’s use Google as an example – are beginning to factor in a website’s social media activity when ranking it on search engine pages.

While classic SEO practices are still very valuable, Google’s buy-in on social media tracking shows that it isn’t a fad. Social media is quickly becoming a staple in search engine optimization.

This means you should probably dust off that LinkedIn account you started four years ago and try to come up with a Twitter handle for your company before it’s too late.  The picking is getting pretty slim.

 

How Does Social Media Optimize My Search Engine Results?

What do content, social media and your website have in common? A blog.

Or “News.” Or “Updates.” Or “Case Studies.” Whatever you call it, you need a dedicated space on your website for fresh, industry-relevant content.

As we’ve discussed, that content, with well-chosen keywords, will boost your SEO. And even more so when you begin sharing it.

Research shows that sharing your content across well-managed social media accounts will increase your brand awareness. This will increase how often people and other businesses visit your site and share your links. And as many of us know, spreading links from your website is still the best way to increase your search engine optimization.

When you’ve established a voice and the best posting schedule for your company, you will begin building relationships with your audience. Social media provides an easy and affordable customer service outlet. Friendly, prompt service results in better reviews, more suggestions, shares, plus ones, likes, follows, mentions, repins, etc. Google tracks those numbers.

Now that a startup has clicked on your article on Facebook, they’re on your site. They’re invested in reading what they came for. They might even make it to the “Contact Us” link that you’ve so cleverly included in your post. And just like that you’ve decreased your bounce rate and increased your conversions.

You’re getting so good at this!

 

Quality Over Quantity

As it is in every other realm of life, quality is still more important than quantity. Only invest time on the social accounts that your target audience is using. Before you even go social, solidify a valuable content strategy. And be sure that you’re only strengthening your brand voice out there in the social sphere, not changing it or spreading it thin.

There is evidence to suggest that Google is even taking your website authors into account. The more robust social media channels they’re active on, the higher Google ranks their content.  So be sure that whoever’s name is on your posts is someone you want upholding your company name.

 

Don’t just take my word for it, check out what the SEOmoz blog has to say about social media and SEO. 

Written by Tina Eaton

Tina Eaton is a Content Strategist at Integrity. She studied journalism, management and fashion merchandising at Southeast Missouri State University while serving as the managing editor of the campus newspaper and a reporter for the local public radio station. Her background in journalism provides valuable fundamentals for information architecture, content strategy and, of course, solid writing. Outside of the office, Tina loves reading science fiction, biking, exploring abandoned houses, trying new food and staying up on current news.

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