To increase brand awareness and drive more quality traffic to their websites, marketers should invest in search engine optimization.
Marketing teams use seo to increase a website’s visibility when people search for products or services. Most people use search engines to find what they need, and they are more likely to buy or interact with a brand that appears on search engine ranking pages (SERPs). When done right, SEO can help marketing teams rank higher in the SERPs and see increases in traffic and traffic quality.
Marketers have countless ways to work on a website’s SEO, including access to multiple channels and tools. However, to improve your chances of showing up in the SERPs, marketing teams need to a good content strategy in place.
Blog content, links to internal and external sources, optimized meta descriptions and social media can help improve SEO. Social media is central to a brand’s content strategy as it serves as a channel to share content, connect with an audience, build awareness and drive traffic to a website.
Explore how an organization can incorporate social media into their overall SEO strategy.
How does social media affect SEO?
Social media does not directly contribute to how SERPs rank content. However, sharing links through social media platforms increases brand exposure and influences SEO.
Social media can indirectly increase search visibility and organic search rankings through social metrics and signals. Metrics like shares, likes and comments help build trust, customer loyalty and brand awareness. Additionally, these metrics indirectly increase online visibility and traffic, which search engines look for to gauge a brand’s online reputation and influence SERP rankings.
Effective search requires a marriage between content and context. Search engines see sites as reputable if they have an SEO strategy and traffic directed to them regularly from various sources, including social media platforms.
Social media can influence SEO in the following ways:
improves brand reputation; increases brand recognition; distribute content widely and without cost;
increase local SEO; increases the useful life of evergreen sticks; and improves online visibility.
Why is social media important for SEO?
Although social media indirectly affects SERP ranking, it can influence SEO because it can drive quality traffic to websites and content such as blogs and campaign-focused pages. When a brand creates quality content that connects and provides value to its target audience, consumers can become brand advocates. This audience interacts with the content and can share it with their friends and followers. This cycle continues as followers find value, engage and share content.
SEO involves search engine bots that evaluate the quality of content and its traffic.
Quality content comes in different formats, including blog posts, videos, infographics, ebooks, webinars, reviews and podcasts. These types of marketing materials provide valuable information, encourage repeat visitors, and can drive potential customers into the marketing funnel.
If marketing teams use social media to distribute content, they can expand posts to a wider audience. Larger audiences can increase visibility, improve traffic quality, and generate backlinks to relevant websites, which indirectly affect SERPs.
Neither SEO nor social media is more important than the other.
SEO vs Social Media
Social media management involves publishing and optimizing content for social media, while SEO involves making website content more searchable so that it appears in SERPs for industry-relevant phrases and questions.
Neither SEO nor social media is more important than the other. They support each other and each approach has advantages and disadvantages, but marketing teams can be more successful if they use both in one global digital marketing strategy.
7 Tips for Incorporating Social Media into SEO
To effectively join SEO and social media strategies, marketing teams can use these seven tips.
Align your keyword research with your post topics. Keyword research can help marketing teams think of content to share on social media channels. Teams should create content around keywords that rank well and update old content that needs improved rankings.
Create quality content to share on social media. Marketers should focus on quality over quantity. They can write and share topics relevant to the target audience, as well as what they can commit them more in different channels.
Review high-ranking perennial content with social promotion. Marketing teams can revisit pages with high SERP rankings and engagement and evaluate what they did well. They can also recirculate perennial high-performing content through social channels, as that content often continues to perform well.
It makes it easy for users to share content. Social media posts can encourage sharing, but a website’s content should be easily shareable with social icons and links. These links can increase content distribution with little effort on the part of social media managers.
Optimize images for SEO and social. When encouraging cross-channel sharing, marketing teams should optimize images for web and social media. Images should be 80% visual and 20% copy when applicable, and should not be too large.
Encourage participation and conversation. Marketers should make sufficiently convincing posts create an emotional response from users. Posts that encourage conversation can ask questions, include relevant articles, or ask for feedback. Organizations should ensure that a social manager responds to comments to keep conversations going.
Optimize social network profiles. When users visit a social media profile, it should contain all the relevant information they need to know about the brand. Social media teams should make the profile informative and professional, include multiple ways to contact the brand, and link back to the main website.
Social media helps people discover new brands and SEO helps a brand generate more traffic from its target audience. Marketing teams that use both can help their organizations increase traffic, awareness and authority from multiple sources.
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