Social 101 for the SEO-minded Company
SEO practitioners have seen the writing on the wall for years. If you really care about ranking well in Google, now it’s past time to pay attention to social. Almost two months ago we learned empirically that more +1 on Google+ means better ranking in Google.
I’ve spent a couple of years hinting to my clients that they should pay more attention to social; now I’m *strongly* suggesting it by outlining a few simple steps they can take (or I can take for them) in the social realm.
Step 1: More Social Outlets
Google Plus is a must. (Edit: You know what else is a must? Making sure you’re reading timely advice instead of an article from 2013!) People don’t use it, but Google relies on it for organic rankings, so your organization should use it. If you want to pick your battles and only use three outlets, pick Facebook and Twitter too. But why stop there? It’s so easy to work once and have it propagate to multiple outlets.
Step 2: Maximize Social Efforts
Use Hootsuite or similar services to make social management easy. Type once and your words post on all of your social sites at once. With tools like this there’s no excuse for not also posting on sites like LinkedIn, YouTube and the like.
You can even schedule your content to post at specific times allowing you to compress a portion of your social time investment while taking advantage of peak social interaction times to get your message seen more. Hootsuite is free, and if you’re lucky enough to outgrow the gratis version, it’s only nine bucks a month to upgrade.
Step 3: Encourage Website Visitors to Share
While many sites already sport social icons linking to their Facebook page, that’s not enough. We want a more usable page that enables our web audience to use their social networks to vote and share. Employ action icons like Google’s “+1” to let visitors make note of your specific content. Some might use a +1 as a social bookmark, others as an endorsement. Either way, we like it because Google uses it to rate webpages.
Step 4: Search for Social Engagement #
Hashtags (#) are your friend. Naturally, you should use them in your social posts to tag and categorize your content, but there’s more! Type “#hashtag” (without the quotes) into Facebook’s search bar and you’ll get a list of all posts tagged with #hashtag. But how is that useful?
An acting school might search for #audition and then comment on a post or two every week. A luggage shipping company might search for #lostluggage. A local business might search for people discussing an upcoming local event totally unrelated to their business and then share excitement about it. Etc.
Step 5: Follow for Social Engagement
Have you ever heard of the reward theory of attraction? You can follow that link, or trust me when I say that if you follow others, they might follow you too. This ties in well with hashtag searching. You can’t comment on EVERY related post you find, because that looks spammy, creepy and annoying. Instead, follow people and businesses who are posting about stuff relevant to you. …They’ll be more likely to follow you. Wikipedia says so.
Don’t lay it on too thick
Finally, the overlying/underlying philosophy here is that while social is going to help your other marketing efforts, most of the time, you should not wear your traditional marketing cap while you’re engaging with social networks. When you meet somebody on the street and they try to sell you something, how do you feel? Who wants to follow somebody who’s always talking about themselves? Well, some people do, but you’ll find the people with the most engagement aren’t exclusively self-promoting. Sometimes replying, “ugh!” or “I know, right?!” to share frustration, or asking a question, “How do you find out about _____?” or “Why?” will be more valuable than posting about something more related to your business. Remember: your business name is next to everything you post, so you can just lean on that!
This article only scratches the surface of social best practices, but follow these instructions and your social efforts will be well on their way to helping your search engine optimization.Dan Dreifort consults on usability, SEO, and now social. If you ask nicely, he might let you subscribe to his private and otherwise unadvertised SEO/usability/social tips email list. …But maybe not.