The main task of search engines is to organize and display content in the most relevant manner, and Social Media is all about creating and sharing content. This is why the social media presence of a brand website is an important factor for its SEO performance.
Google incorporated Twitter and news updates in the search results for the first time in 2009. Today search engines already index in real-time various types of content spread across the Social web: Facebook profile pages, video content, picture titles, blog posts, comments and more. With the launch of “Direct Connect” (still in beta) Google has even made it possible to take the user directly to the branded Google+ page of a particular company. All that the user needs to do is type a “+” sign in front of the name of the company on Google, and click “Enter”.
Following the exponential growth of social media in recent years, marketers need to use its potential to boost the search rankings of their brand websites.
Create a multi-channel social media strategy
As a first step, think of an integrated multi-channel social media strategy. Creating and managing profiles on the most popular social networks will help your brand reach a wide audience. Deliver quality content to engage your followers and inspire them to spread your messages further. The high number of re-tweets, comments, and re-shares actually “tells” the search engines that the profile contains quality content. Having the profile link back to your website brings a positive effect on the SEO rankings of the latter.
Optimize your social media profiles
To get best SEO performance, make sure that your social media profiles and pages are well presented and contain the necessary set of brand and product keywords. This will make them more discoverable for the search engines. Furthermore, it will allow them to occupy multiple positions in the result pages when someone is looking for your brand or searching for industry or product-related information on the web.
Deliver keyword-rich content
In addition to brand and product terms, you can also create content around popular keywords with high search volumes. Including them in your social media pages, status updates, posts, and comments will help these appear more often in the search results. The higher exposure on search attracts more user interactions, thus boosting your website’s search rankings.
To identify such keywords, you can use insights from other SEO campaigns, historical data, seasonal search trends, or search term reports from previous paid advertising campaigns. Free tools like Google Insights for Search will help you estimate the search volumes.
Build inbound links
The number of inbound links to your website has always exerted a significant impact on SEO results, and social media is a great source for quick link building. All you need to do is push as much content as possible from your website to multiple external social properties like Facebook, Twitter, social news, and bookmarking sites. The types of content that you can share on the Social web include blog posts, popular forum discussions, company news, and promotion of events.
Use Sitefinity to manage your social media strategy and improve SEO results
Sitefinity comes with all the necessary social networking features to support your SEO efforts. It enables you to manage Facebook pages, publish content on Twitter, create corporate blogs and forums, and promote your events. The publishing system allows you to decrease the time to market of your message, by mashing up content from different sources and pushing it to multiple social media channels.