Why You Need to Add Social Media to Your SEO
So, the question is – does social media marketing really benefit SEO?
The answer is yes, it does – in a lot of ways. Perhaps the more surprising thing is how SEO can benefit your social media marketing.
People go online for one of two reasons, to have a problem solved or to be entertained.
SEO is all about solving people’s problems.
By making your page relevant to the people searching when they make their inquiry.
Social media is all about entertainment.
That doesn’t mean your social media has to be all memes and pictures of cute animals (although if you can put cute animals in your product shots, it can’t hurt) – but it’s also about engaging people and letting them know about things they didn’t know before.
So, SEO and social media represent two ways to reach your audience.
One answers their questions and the other anticipates their needs.
But how can they work together?
Creating quality backlinks is becoming increasingly important for SEO.
One way to increase the value of a blog you write on an external site is for people to like and share it.
The social proof makes the backlink more valuable.
If you promote a quality piece of writing on your social media, it also provides content for you there.
Your social media accounts are also linked to your page, providing a useful backlink as well.
There is also a link between social media and…
Google says that it doesn’t take social signals like +1s, retweets and likes into consideration for SEO.
With the mobile first index rolling out, it is clear that metrics like user experience and time spent on the site do count.
If people are engaging and interacting with your social media, then it will improve those metrics.
Keywords and Phrases
If your posts also contain keywords and phrases, that can also boost your SEO.
Comments on those posts that contain keywords can boost your posts without any effort on your part.
With voice becoming a bigger part of search, answering questions conversationally can also help to future proof your SEO.
A bigger advantage is that you can see the questions that your customers are genuinely asking.
That means you can put an FAQ section on your website.
Not only can you have the long tail keyphrase questions people are genuinely asking – you can genuinely answer them too.
If your company is local – then you can respond to local events that happen in your area, and even converse with local institutions and brands that your audience will also like.
This means that when people search locally your business is more likely to come up.
You can also bring a little of that social media entertainment into your website.
Links to social media help – but plugins which show your latest posts and engagement are going to keep people on your website longer – great for your engagement statistics.
That’s not the best part!
Use SEO to Build Your Social Media Audience
Social media marketing can take over where SEO leaves off.
SEO (and PPC) will drive people to your website – but that’s pretty much all it does.
If you put a pixel (html code) in your website, then you can track the people who come to your website.
You can then retarget them through social media.
You can feed that audience data into a platform like Facebook to create a custom audience.
You can then put another piece of content in front of them.
People who have already interacted with your business are more likely to interact again.
Not only do you put customers back into the sales funnel who fell out, they’re more likely to convert.
Keep Your Message Fresh
In terms of brand awareness, retargeting can do a lot because people will see your business on more than one platform.
If you use the audience network on Facebook (or similar services on other social media platforms), then you can track them to Instagram, from mobile to desktop and even in app.
You can also change the nature of your message based on the page they’ve visited on your website.
That means you can send a different message to someone who has been to the homepage that you would to someone who has put in their credit card details.
If you run an eCommerce store, then you can even create a dynamic ad that puts up the products they were just looking at.
Love the Lookalikes
Even better than that, you can use the custom audience data you built from your SEO data to create lookalike audiences – these are people who have a similar demographic makeup to people who have already converted with you, for example.
You need to send out a different message to these audiences.
They may be ready to like you – but they don’t know who you are yet.
Being able to create them shows how invaluable SEO can be to building your social media presence – as well as finding new customers who have a higher chance of converting.
Social media can improve both your conversion rate and your SEO ranking.
Social media isn’t going anywhere, neither is SEO.
Google and Facebook will be around for a while – so you should utilise both of them for the best results.