Traditional marketers often see social media and search engine optimization as two sides of the same coin — they attempt to do the same thing through different means.
Both of these marketing channels have the same goal — to market a product to the customer. The best way to achieve that goal is to have the two work together.
In fact, this is true for all forms of marketing, but there are a few more similarities between SEO and social marketing.
For example, public social media posts are already being indexed by search engine algorithms, so SEO techniques can be applied to social media. This is just one of the ways the two channels can combine to produce a result that is more than the sum of its parts.
Strategies for successfully managing and combining search engine optimization and social media can leverage the power of both to reach your business goals.
We spoke to digital marketing experts from a New York web design company and they shared ten methods for combining social media with SEO to produce a marketing campaign that utilizes the benefits of both systems in tandem.
Managing SEO and Social Marketing — The 10 Most Effective Strategies
The strategies outlined below should help you manage your SEO and social media efforts to achieve maximum effectiveness. Without further ado, let’s get started!
Align your Goals in Both Channels
Both social media marketing and organic search engine optimization should aim to improve your business’s online presence. This means their goals need to be aligned and working in tandem to reach that goal as quickly and efficiently as possible.
Writing high-quality blog content and amplifying its reach through social media is a simple and effective use of this strategy. The benefits of boosting your content on social media are two-fold — it generates buzz surrounding your content, indirectly contributing to your business’s online reputation, and it amplifies your SEO efforts through adding links to your content from different sources.
Utilize SEO Best Practices on Social Media
Achieving search engine visibility should be one of the most important goals of every business and brand in 2021, especially if it offers its services or products directly through the internet. A high-quality SEO campaign comprises tactics and strategies to rank for the most optimal keywords and search queries.
All businesses involved in digital marketing, from Silicone Valley tech startups to New York web design companies, know that keyword optimization is key to getting your blog content to rank highly on search engines. So, why not apply the same principles to your social media posts as well?
Developing a content marketing plan across all platforms — including social networks — should be a no-brainer. You can only benefit from integrating relevant keywords in your social media posts strategically and consistently, syncing up your social media campaign and your SEO program.
Align Your Messaging and Content
One way to ensure that your SEO strategy and social media campaign are aligned is to keep your messaging consistent across all platforms. This will keep your target audience engaged on your social media accounts and on your website.
As explained in the previous section, the content you’re posting on social networks should also leverage the keywords you’re trying to rank for on your site. Don’t forget — public social media posts rank in search results, so these two channels are already interconnected, whether you like it or not.
Focus on Quality
Increased traffic is often thought of as the only way social media contributes to SEO, but there are many other aspects in which the two channels can drive one another forward.
Sure, reaching more people through shares and likes should be the primary goal, as this generates clicks and boosts the relevance of your page. Still, top-quality content will always be the best way to impact search engine indexing, despite many people’s best efforts to cheat the system.
If you can get relevant, engaging, and exciting content in front of influential creators with vast pools of qualified followers, you’ll have much better results, not only in terms of search engine rankings but in terms of conversions and revenue as well.
Curate Your Content (Even the Stuff That Ranks)
If you have a piece of content that ranks well on Google, it can be tempting to leave it untouched, even if it grows outdated or proves to include some inaccurate information. After all, if it generates a lot of traffic to your website, it is doing its job, right?
Well, yes, but actually no. A high-ranking post draws lots of attention, which increases the chance that more people will realize that something’s not right. This could tarnish your online reputation, and in turn, the overall customer perception of your company, as your prospects begin to think that you’re not spending enough effort and time updating your blog content and social channels.
Teach Your Social Media Team the Core Concepts of SEO
We’re sure your social media team is highly creative, and their hashtags and posts are top-notch, but there’s a good chance they don’t know much about SEO. Be sure to train your team and keep them up to date with any changes and emerging trends in the SEO space.
Your content director/manager should oversee the social campaigns, making sure SEO strategies and principles are adhered to at all times. Aside from this, consider sharing your SEO goals with each department, not just your social team, so everyone is on the same page regarding your search engine optimization goals.
Prioritize Evergreen Content
Remember the problem of outdated content and curation we discussed a couple of paragraphs ago? Well, focusing on timeless content nearly eliminates this issue. As social media marketing and SEO become more and more interconnected, we see more social posts in SERPs.
If you don’t want your ideal audience to run into outdated posts, remember that you don’t always need to be timely. Evergreen content will pay dividends months and years down the road — all you need to do is make sure it speaks to your target audience regardless of whether it is published on your website, your Facebook page, or in a paid ad.
Build Your Social Media Campaign on Search Intent
If you can figure out your target audience’s search intent, you’ll have the key to success in generating leads, boosting conversions, and also improving your social media results. User intent is fundamentally helpful for your social media efforts as it can help you craft relevant social content that will reach your ideal audience on their social media channels.
On the other hand, your content plan should begin with identifying long-tail keywords entered by your audience. This will help you cater to their needs and establish your business as a problem-solving authority within your niche.
Identify Your Specific Target Profile
In marketing, there’s a lot of talk about target audiences. In fact, we’ve already mentioned the concept several times in this post. However, a target audience can sometimes be too broad, and, depending on your goals, you may need to focus on an even more specific demographic.
For example, if you’re selling men’s shoes, you probably have a broad spectrum of shoe types and sizes, and not all will work for every man out there.
For your running shoes, you’ll need to create a campaign targeting men who run and try to reach them on Facebook and Instagram, but also Strava and other fitness-focused social apps. You’ll have to do the same for tennis shoes, soccer boots, and even business-casual footwear — narrow down the right platforms and places to reach each audience segment, as each will be of interest to a separate profile within your target audience.
Redefine Your Content for Each Social Media Platform
Just like you need to understand what works for each section of your target audience, you need to know what type of content does well on each social platform. Content that generates lots of clicks on Instagram may not do so well on LinkedIn or Facebook.
While you can link to the same blog post on each platform, you’ll need to adjust the voice of the social media post itself according to the audience you expect to view it. Think about the audience you’re trying to reach and the specific product you’re looking to promote before taking specific steps to build a campaign that helps grow your presence on each platform.
Effectively managing, combining, and optimizing your social media campaign and your SEO efforts is vital if you’re to have any hope of success in today’s highly competitive online marketing environment.
Staying active on social media and generating buzz around your content is crucial. At the same time, the strategies outlined in this post should help you go one step further and always remain ahead of your competition.
Use these 10 tactics to achieve more reach on social media and higher rankings on search engines, ensuring that your prospects and customers stay glued to your brand.
Christopher is a digital marketing specialist and a freelance blogger. He is focused on new web tech trends and digital voice distribution across different channels. In his free time Christopher plays drums and Magic: the Gathering.