When companies think about Social Media Marketing the things that normally come to mind are viral marketing and how many people have liked, followed, subscribed, or otherwise engaged the company.
While these are all measurements companies will want to keep an eye on, if these are all a company looks at, there is a major benefit of Social Media being missed: Search Engine Optimization.
The Often Forgotten Piece of SEO
While anyone who has done some basic reading and learning on Search Engine Optimization understands the on-page factors of the art, many forget or don’t understand the off-page piece. When we look at off-page optimization, we look at those things not directly on the website that impact placement in search engine results (SERP’s). These factors can include things like linking domains, anchor text, domain authority, and more.
One of the newer pieces of SEO is what’s known as social signals. As we reported in April, social interactions (e.g., Facebook “Likes” and Google “+1’s”) are beginning to influence SERP’s. However, social has much more to offer SEO than these overt social signals.
How Social Impacts SEO
- Direct Social Influence – As we just mentioned the Facebook Likes and Google +1’s are directly impacting SERP’s. This is becoming more important as Search Engines increase personalized results. As users continue increasing their social interaction, we will continue to see this increase in the influence of search results.
- Social Shares – One of the signals Search Engines look at is how many times your content has been shared on social space (Twitter, Facebook, MySpace, Social Bookmarks, etc). Having a socially ready website and/or blog is the beginning (this means having sharing options like the AddThis toolbar built into your website). It also means you have to be letting users of Social Networks know your content is available, and you have to produce content they’ll want to share. Continue reading “Social Media Isn’t Just Social”