Social Media Marketing using SEO

social media marketing seo hamilton
Social Media Marketing is most effective with reliable data and SEO.

What is Social Media Marketing?

Social Media Marketing is a term used to describe the process of converting social media activity (traffic, engagement, link shares, +1’s) into brand awareness, customer service and increased visibility on the web. There is no regulatory body that controls who can use the title of Social Media Manager, so independent agencies and cold calling companies can be a major red flag for your small business. Always ensure there is a reliable website that isn’t “under construction”, or shady testimonials that don’t link to websites. A Google citation and phone number that is easily available are usually indicators that the company is legitimate. Checking for a Better Business Bureau rating can be helpful for discovering customer complaints or previous legal disputes.

There are new companies around the world offering Social Media Marketing services!

Big Data Social Media SEO
Big Data is the key to a good knuckleball in the SEO game.

SEO Data

The first step to hiring the best agency for managing your small business needs, consider your brand and corporate image. What works for one brand is not a guarantee for another. Search Engine Optimization (or SEO for short) is the art of combining targetted content with great technical markup. Sometimes in SEO you can hit a home run and get lucky with creative keywords, directed content and a great social campaign. But most of the time any good SEO learns from their losses rather than the wins. Diversity in website experience, wisdom and intuition play a role in understanding the details of great SEO. Reliable Search Engine Optimization using a good agency should involve some Quality Assurance Testing. A self-correcting feedback loop where user information influences updates to the web property. A/B testing, heatmaps and alterations to the Call to Action can lead to significant improvements in organic ranking. How can you diagnose problems with a site without user information?

This is where Big Data comes into play. By utilizing SEO tools such as Google Analytics and Webmaster Tools, SEOs can track the number of unique clicks a website receives from organic results or referral traffic (such as display ads, ppc, or remarketing). A good SEO knows how to filter this data appropriately, making sure that the next 10,000 visitors that show up on your report are not internal traffic from within your small business. Setting up proper analytics, attribution and data collection is the foundation of a great SEO campaign. Social Media Marketing is important to link building layer strategies for the modern SEO.

Social Signals and SEO

Using words of urgency to create buzz: FOMO (Fear of Missing Out) is a very powerful weapon for impulsive customers when it comes to social media. People don’t come to Facebook and Twitter to get bombarded with ads, special offers or lukewarm brand messages. They typically come for entertainment, information or education on a specific topic of interest. If you are a small business owner it is important not to completely out source social media management without requesting actionable data or goal based reporting. Metrics such as engagement and brand awareness are empty and meaningless for the most part, simply because it’s hard to attribute them with SEO improvement. Spending money on Boosted posts without any real strategy (Why are they clicking here? What is the action you want to complete?) is a classic mistake to go broke using Social Media Marketing. Without measuring proper metrics, Social Media Marketing is just a fancy way of contributing meaningless noise into the Internet. When used effectively, social media promotion with targeted goals and actionable social signals can be an affordable means to promoting content for upcoming events, news releases, blog posts or growing a newsletter.

Social Media Marketing

Social Media Marketing, when done properly, can be an incredibly powerful marketing tool. But unlike SEO, Social Media Marketing is often difficult to quantify. Return on Investment (ROI) can be calculated by comparing the data measured during marketing campaigns to direct sales activity. Without properly setting up analytics and webmaster tools to track this data it is impossible to attribute sales or increased web traffic to SMM efforts.

Signals Social Media Marketing
Social Signals can be described as the mood of the Internet.

What are Social Signals?

Social signals are contextual to the time frame when the content was shared, the medium used (i.e, Tweeted content, Google Plus shares, embedded content, social share plugins) and the share momentum (how many people tweeted the content from the time it was posted) adding up to a complicated mess of social noise. How relevant and useful your content is perceived by the search engines relies on having diversity in your social signals. All of these factors are weighed together when taking into consideration the indexability of the share. Twitter has an agreement with Google where Tweets are indexed on the SERP. Posting irrelevant links or spammy text will not be rewarded with organic traffic to your site.

Content indexation is one of the key principles of SEO. The faster you can get content indexed, the faster you can increase chances of gaining organic traffic to your site. Facebook posts, Tweets, +1s and other social signals are another layer of indexing and linking content.

Social Media Influence

Google also considers social media influence as a factor for SEO. The best way to calculate influence is to use data based tools such as BuzzSumo or Followerwonk. These tools will assist in finding the most valuable social profiles for your brand. Is the content relevant? Are the people engaging with your content valuable to you? Are they influential bloggers or brands? Having a fancy site is not enough, and using data to qualify brands is an important factor in choosing which relationships to build on.

 

Social Media Marketing Relationships
Three recognizable Social Media profiles in Hamilton, Ontario. 11% of total followers for all accounts intersect.
Here are four Social Media Strategies to get the most from SMM using principles of SEO:

Growing an Organic Follower Base

The sum of your social authority relies strongly on your follower base. In order to achieve scalable, relevant follower base you will need a social media strategy. Growing followers can be a painfully slow process, but the cost for developing a follower base organically vs. paid followers through ad services can be ridiculous, upwards to dollars per follower. This is not an effective strategy for qualifying a follower base. Buying proxy accounts to add followers to your brand will not work either, as Google is capable of detecting the quality of a follower base. The number of followers and connections on social media has an indirect influence on organic rankings.

Optimizing Social Posts for Search Engines

Thats right! The best SEOs are also really great at managing social media. Why? Because they use data to experiment with the best copy to successfully engage users and increase traffic. You can gain key positions (albeit, often temporary) in the SERP using Social Media Marketing. Frame copywriting in such a way that it creates urgency for the reader to click, but don’t mislead users with false titles to pages. Using seasonal keywords and experimenting with scheduled posts will increase chances of coming up in search results.

Increased Brand Awareness with Engagement

Social media marketing is where brand presence and reputation are priority. The greater the positive awareness of your brand, the higher the likelihood that new customers will engage in branded search. By increasing the number of organic branded searches, the more likely Google will include non-branded terms as well. Really smart brands are even incorporating an SEO perspective into the company name, increasing the probability of dominating branded search. Once a company becomes big enough to be recognizable in Google’s eyes (such as AirBnB or Uber) the search is associated with intent. When you search “AirBNB”, Google knows exactly what you are looking for, and where you want to find it.

Link Building

Social media is a great broadcasting channel for posting relevant links to content. If you know someone will want to read something, Tweet them a link. Assuming it is not click bait full of unoriginal, spun content, you can use social channels to fish for interested parties looking for new content. The more diverse link building the better for SEO.

#FOMO (Hashtags and Social Media Voyeurism)

People are reading social media checking out local buzz for bars, restaurants, pop up parties, events and conversation. If you are at a large event, take advantage of the #HASHTAGS being used. It will throw your social signals into a contextual bubble that will be helpful later for anyone searching for information related to the event. If you’re lucky, they will embed your social posts on another website and give a little link juice to your content.

Some external resources on Internet Marketing using Social Media:

10 Social Media Myths Debunked

Digital Marketing Predictions for the Future of Social Media

How Attorneys Can Harness Social Media for Legal Marketing

Sizing Cheat Sheet for Social Media Image Optimization