Gone are the days of search engine visibility. Hail the age of online visibility and prepare yourself before it’s too late.
Years before, SEO experts used to talk about on-page techniques and organic-inorganic inbound links, if you asked them to improve page rank. These are clich? now. Search engines are taking into account your brand’s complete image on web to decide on your relevance. This means, they are checking how you are doing in social network sites. But why bother about social media?
Overcoming the initial reluctance, social networks are really taking over the world. Twitter is now a source of real time news feed that you can’t avoid; Linkedin allows you to extend your business network and Facebook gives you space to live you social life on web. These networking sites are rich source of content. Besides, socially relevant contents are making rounds within the networks too.
Search engines can’t avoid them. Google, Bing and others are leveraging basic features of social networks. In fact, they are using social sites for two specific purposes,
1. To source social media content
2. To check social-relevance of any content
Scam practices of inorganic inbound links compelled search engines to think different. And one way out is link sharing within social networks. People value suggestions of others within their social networks. This is the trick.
It is not yet clear how much weight Google and other search engines give to link sharing within social networks. But reputation within social media space is definitely affecting page rank on the search result pages.
Search engines are also keeping eyes on authors’ and brands’ social network activities. Social acceptability and organic follower base are becoming key factors for calculating web-relevance.
What strategies to follow
If you have not yet taken any social media initiative it is time to start. Let’s see how you should proceed.
1. First, you need to decide which social network fits your kind of business. Every successful social network has its niche. Facebook is more up, close and personal, Linkedin is for business networking while Twitter is news sharing type. Think about usability of your product for deciding on networks. However, never follow less known networks. They don’t help much.
2. Once you know your preferred networks, start coordinated campaign on search engine optimization and social networks building. Share your content within networks to increase visibility.
3. If your brand is new to social networking, initially you may not have much of followers. You have to build up that base. It’s a time taking process. You must keep follower base organic. Inorganic followers won’t help ROI on longer term.
4. Follow social network sites for better key words and phrases. Using this phrases and words, develop search -friendly content base. It will help web crawlers to link your site with discussions on social networks. This will make your pages more relevant.
5. Social network sites try to imitate offline social forums. People like talking over and sharing socially relevant issues on their social media pages. So do not overcrowd your social media presence with business-centric campaigns. Keep track of upcoming social issues and trends and device your campaign around them. This will bring in more organic participation in your campaign.
You must understand that bonhomie between search and social media will go deeper in coming days. So, consult with your SEO expert. Afterall, your business demands action.
About the author: Alyssa Clarke is a blogger who also happens to be a tech lover. She is always on a hunt for latest gadgets and recently purchased the cool new Bang & Olufsen CD ripping device. She is a big car lover too and her dream machine is BMW i3.