Marketing is an essential part of any business strategy, and these days social media has become one of the most important mediums you can use to convey your corporate message and brand. A common issue many small businesses have however is how exactly to go about using social media to not only increase exposure but also improve where they show up in search results.
If you are looking to harness the power of social media and potentially increase your ranking on SERPs (Search Engine Results Page) here are five tips on how you can do so.
1. Relevant & interesting content When people look at websites and social media profiles, they are usually looking for specific information. When it comes to businesses, most people look at social media profiles to get a better glimpse into what exactly a company does and how they interact with the online world around them.
It is guaranteed that an interested user will look at your About page, so it is a good idea to include information about your company and what you do in this section. This is a great place to use keywords that usually don't fit well into the newsfeed. Try thinking like a customer and asking yourself, "What keywords would I type in a search engine to find my company?" Create a list and try to work them into the Description and About sections of all social media profiles you use.
Because these sections aren't set in stone, you can, and should, update them on a fairly regular basis. If you notice that certain keywords are becoming more popular, or users are using different keywords, update your content to match this. The key here is to try and always be aware of what information your customers - potential and otherwise - are looking for.
2. Promote & maintain discussions Search giant Google has publicly acknowledged that part of their advanced search algorithms have been written to look for social media pages and accounts that have discussion and commentary. In other words: If you create content that promotes discussion, there is a higher chance that your site will feature higher in search results.
It's important to remember that social media is a two-way street. When you post content that starts a discussion, you should be an active member of that conversation or debate. Try prompting users to explain their ideas and comments, or ask more questions to keep the discussion going.
3. Audit all of your links Links have become an important part of the Internet and social media. For an effective strategy, social media needs to be linked to your main Web presence - your website. This can be done by putting a link in your contact information and in your About sections. It is also acceptable to put links in some posts or tweets, as long as they are relevant to what you do. i.e., a post that tells users to check out your new website or page.
The reason for this is because search engines don't just look at websites for results anymore, they also look at social media and so much more. If you can find a way to show these engines that your profiles and site are linked, you should see a stronger overall presence in search results.
There is one caveat with links however: If you post a comment about something unrelated to what you do that includes a link to your website, this can be seen as a negative form of link building and you could end up being punished in search results. To that end, it is a good idea to go over your profiles and make sure all links work, and make sense. By having working links that are appropriate, you could see an increase in your location in search results.
4. Location! Location! Location! For many small to medium businesses physical location is still an incredibly important aspect of your online presence. You should make sure that you include your physical address, contact information and regional location. If possible, it is a good idea to include geo-location in your posts. For example, when creating a post in Facebook, press the button that looks like a pin in the bottom of the post window. This will add your location to the post.
The reason for this can be found in the way people search for businesses. Now, when people are looking for a business they usually conduct a local search i.e., printer in Denver which will return similar businesses in their local area. If you have your location on your social media profiles, the chances of you showing up in local searches is increased.
5. Be realistic While social media is important, it's not the be-all and end-all. In order to increase your search rank, you will need to work hard on your social media campaign. Posting relevant, interesting content on a regular basis and keeping conversations going takes time. Beyond that, you can't expect immediate results. It could take months or longer to see an increase, and even then it may only be slight, especially if you operate in a highly competitive industry.
While your rank may not improve in leaps and bounds, a solid social media presence will bring about an expanded brand awareness overall. Combine this with other business aspects, like excellent customer service, and you could also see increased loyalty and sales. If you would like to learn more about social media and how it can help your brand, please contact us today.