Does Social Media Help Your SEO?

Most brands spend time and effort engaging on social media. Does that also help the brand search engine optimization? Yes.

Google and other search engines know that people spend increasing amounts of time on social. They factor what happens on social into their algorithms.

Search Engines Look for the Most Relevant Results

If people are talking about you, online or offline, you’re relevant. That is what search engines are looking for. Search engines want to present users with the most relevant results. Having great content on your website and social media is a great way to gain attention.

If you’re sharing great content, people will share and like your content. Social media algorithms like content that other people like, so they help spread it further.

Social Helps You Be Found

Customers who have heard about your brand might look for you on social media. They expect reputable brands and businesses to be there. Make sure you have a presence on the social channels that your target audience most commonly uses.

You don’t have to use all channels equally. You can use your accounts to direct people to the best place to find your latest information. Platforms like Twitter and Facebook have the option to pin a tweet or post right at the top of your profile. In that post, explain how to reach you.

Optimize Your Social Media Accounts

Make sure all your social accounts represent you well. Use a high-quality logo and cover image. Fill out all the fields completely. Above all, be consistent. Use the same brand name across platforms, so people (and search engines) know it’s you.

Social Accounts Showing in Search Results

Social accounts can show up when people search for your brand name in search engines.  For example, Google regularly shows an account’s latest tweets with other search results.  The more space you claim in the top search results, the more you push down other results, increasing the chances of people clicking through.

Social Media and SEO

Just being on social media won’t impact your rankings. However, people engaging with your content in several places online will impact your SEO.

How to Find the Right Influencers

With influencer Myka Stauffer making headlines, this seems to be a good time to dig into how to find the right influencer for your marketing.

When used effectively, influencer marketing can produce incredible results for brands. The idea is to tap into the engaged communities to share your brand message with a wider audience.

It can be hard to find authentic influencers. Research shows up to 24 percent of influencers have falsely manipulated their engagement numbers!

You don’t want to associate yourself with fake influencers or waste your money on them. You need to know how to look properly for real influencers.

Spotting Fake Influencers

The simplest way to spot a fake influencer is to go into their follower list. Look for profiles without a display photo, few to no followers and/or following, and no posts. Another marker is if followers have clearly made up names, particularly if their handles contain lots of numbers. Also look at engagement. How many people are commenting on posts?

A legitimate influencer account should have plenty of followers and a few hundred authentic comments on posts.

Screening Influencers

One of the best ways to determine if an influencer is right for your marketing is by asking for screenshots of their audience insights. Ask for their latest engagement statistics for both their account and their latest posts. This information can help determine if they influence demographics that align with your marketing.

Ask for references from brands, companies and businesses that have worked with. You can also ask for specific information about the collaboration and the results.

Spend some time monitoring any potential influencer partner. Connect with their account. See what gets posted and who reacts. A little time spent lurking can tell you a lot about the authenticity of a community.

Proceed with Caution

Like all business decisions, approach your influencer strategy with care and caution. If it looks too good to be true, it probably is. Be careful before you commit to anything.

Marketing Goals that Measure Up

What business goals are you working toward this year? Your online marketing should be contributing to those goals. And, your efforts should be measurably accountable for their contributions.

I ask every new client this question: “What are your online marketing goals?” While some have a sense of what they are trying to accomplish, many have never connected their online activity with their business goals.

Defining your goal matters. Without it, your efforts online will never be as effective and important as they could be.

Tie Digital Marketing to Business Goals

Instead of setting brand awareness as the goal, think of awareness as one step on the path toward a business goal. Your digital marketing should add to the bottom line.

To be useful (and measurable), online marketing goals must be specific and match a meaningful business goal. Often:

  • Customer loyalty
  • Increase customers or prospects
  • Increase sales, outright or support higher conversion rates

Translate Goals into Online Activity

Business goals can be met several ways online.

Build Subscribers or Followers: You need an audience to meet your goals. Subscribers and followers are giving you permission to communicate with them.

Generate Leads: Great content can encourage prospects to sign up for a demo, register for an event, or request access to a resource center. Leads provide information about themselves because they want to actively learn what your brand has to offer.

Sales Support: providing content that helps customers decide to choose your product or service. Often, this is in the form of testimonials and case studies that show how people are helped by your business.

Customer Loyalty: Digital marketing can reinforce the customer’s decision after the sale. Content that offers tips and insights and helps people get the most from their connection to you commonly supports this goal.