Social SEO: The Basics
If you’re a small or medium sized business owner, you’ve probably done your own bit of research on Search Engine Optimization (SEO). The problem is, many marketers will try to intentionally confuse you in order to seemingly make their services more valuable. In turn, businesses owners like yourself shy away from investing in social media management because most marketers aren’t able to provide value for these kinds of services in the first place. To remedy this problem, we’re going to give you some social media SEO Basics that you can easily apply to your current marketing efforts. No headache. No studying. Just a few minutes of your time on our blog and you’ll be on your way to becoming a social SEO wizard!
Believe it or not, SEO is actually a very simple concept. Imagine if Google was a person. Now, imagine that Google is that one friend we all have that is really smart. You know, the kind of friend that seems to know EVERYTHING?! Whenever you want to go somewhere or try something new, you go to this friend to ask for their advice. You do this because you know that whatever recommendation they give you, it was in due diligence.
“If Google Was a Guy”
While most comedy skits tend to exaggerate the truth, Comedy Central kind of hit the nail on its head. If you were this person who everyone trusted to be a meaningful and useful resource of information, you would feel an enormous amount of pressure to maintain your friends’ trust, right? Google feels the same way. Google wants to maintain your trust so that you’ll keep coming back to use their search engine. So when Google sends out little spies (also known as Spiderbots) to pages with your brand name on them, it wants to know that if these pages can be trusted to be useful to their friend who is asking for information. So how does Google verify that your brand name and all of its touchpoints are valid, reliable, and useful?
Similar to what you may have heard already, there are a few main things that Google will look for on your social media accounts that you can easily change on your own. These changes will ultimately help your SEO and enable your brand to show up higher and more often in searches.
When you’re creating a post for one, or a few, of your social media profiles, it’s important to look at the body copy (writing) of your caption, headline, and any other aspect of the post that contains text. To truly optimize each post, think about using a combination of “simple” and “complex” keywords that truly represent what that post is about, so it’s easy to find from a search engine. Remember, your ranking on social media searches are just as important as your Google ranking. With that said, you’ll need to optimize your page’s descriptions to attract your target audience. This will take some research to know what keywords they are using and where they are engaging. There are plenty of free keyword search tools that you can use to find out which keywords are the most used and even which words your audience is using in search terms.
You’ll see links in posts with articles or sometimes a video with a YouTube link attached to the bottom. If your brand is on Instagram, then the most common way to generate linked content is by posting a link in your profile description. This will usually be a link to your blog or website, also known as a “call to action.” Additionally, you can re-post trending or popular posts from influencers (with their permission) to generate an indirect link to their profile; further adding to the credibility of your content and links. Twitter will let you do a similar thing with “quote tweeting”. The reason high-quality links in your social content are important is because it gives your brand credibility. Credibility is the foundation for all things SEO. If Google can’t cite credible sources, then it’s not doing its job. Our job as social marketers is to make Google’s life (and yours) easier. When you have a moment, take a look at all of your social profiles and backcheck to make sure that your links are leading to other credible sources.
Just like word-of-mouth, Google tends to trust a brand that has a lot of mentions from social media or other sites. Speaking specifically about social media, getting mentioned by 100 people is great! Getting 1000+ mentions is even better. Even better than that would be getting 1000+ mentions from followers and 5 mentions from influencers (usually verified accounts with large followings). Needless to say, these influencers are in big demand from marketers all over the world desperately trying to reach a specific audience. Mentions on social media exist in a few forms such as; reviews on apps like Facebook and Yelp!, getting tagged in a photo, getting your business location tagged in a photo, getting your account handle (ex: @93Agency) tagged, and hashtags (#93Agency), to name a few. That’s why constant communication with your followers and pushing relevant, useful content will help in attracting mentions.
Likes, shares, follows, mentions, tags… the list goes on. The truth is, you can never have too much engagement. That’s why there are so many ways to measure it – because it is so essential for providing value to businesses who invest in social media marketing. Engagement also shows that your brand’s content is valuable to its audience, and that shows “credibility” in Google’s eyes. In fact, when a post is successful in engaging your audience, chances are that they will share it with their social networks, and your brand will start to reach more people. As a result, you’ll gain a larger following and continue to build your brand name in SEO rankings. If you don’t have a large following, getting engagement on your content will be much more difficult than it would be for verified accounts with thousands, or even millions, of followers. But that doesn’t mean that your brand or business can’t leverage other accounts with lots of followers. Contests and giveaways are common ways of partnering with other social accounts. Sometimes partnering with a charitable cause or a community initiative can help attract a following and valuable engagement numbers, as well as genuinely be a great thing to do as a small business.
Did you find this article helpful? Let us know in the comments section! If you’re a small/medium business owner or someone who needs help with managing social accounts, contact us for a free consultation and social audit. If you have a question that you’d like answered in an upcoming post leave a comment down below! Don’t forget to follow us on social media @93Agency to hear about all our latest posts.