11 Ways Search and Social Make the Ultimate Power Couple
You’d be surprised to know that it wasn’t until relatively recently that brands stopped seeing organic search and social media as completely independent of one another.
Despite the change in attitudes, many marketers are still quite clueless about how both channels can work together. Social media may be an ever evolving organism that is unpredictable even to the top industry leaders, but it’s not going anywhere and those who don’t learn how to leverage it properly are already at a distinct disadvantage.
In case you’re still unconvinced, we’ve put together a list of just some of the ways that SEO and social media can work together to help your business:
1. Branded search results
When social platforms are correctly optimised, they have the potential to bolster your branded search results, which increases your SERPS coverage.
If your brand struggles with negative search results, increasing your presence on social channels can push down negative links and help make promote a more positive brand image online.
2. Increase Backlink profile
Social platforms and micro-sites can often allow you to include links to your website and other social profiles.
Although each link will not necessarily hold that much SEO value, together they send Google positive signals, and show that your online presence is substantial.
3. Social Visibility
Social shares have the ability to massively increase the spread and visibility of your branded content. Although Google claim social shares, likes, retweets and the like don’t affect rankings, one has to assume they’re having SOME small effect.
In addition, some SEO folks believe that Google+ engagement in particular has an impact on rankings (though we haven’t seen any concrete proof), as it is (unsurprisingly) favoured by Google. Whether this turns out to be true or not, there’s certainly no harm in using Google+ (sparingly!)
4. Customer feedback and UGC
This can be particularly good for when looking to expand your keyword research as it can provide far more relevant terms that your customers are looking for.
Social channels can be a great way to facilitate customer feedback, and help your brand become far more approachable.
88% of consumers rely on user reviews to help them make online purchasing decisions, and are more likely to flock to social media to find out what people really think about your brand.
Although this is a great way to communicate with customers, make sure you don’t get carried away or handle the situation like these unfortunate brands.
6. More assets to optimise
Nowadays there is a huge variety of types of content that brands are using to connect with potential customers. Imagery and videos are a great way to increase your online ‘assets’ and even have the potential to positively affect you SEO, assuming they are properly optimised and thought about
7. Reputations and endorsements
As we sure you are aware, social media helps to increase the online profile of your brand. By making users more familiar with your brand, it makes them more likely to engage with you and choose you in search results over other brands.
After all, 30% of people claim to use social media to eliminate brands in their purchase decision. Good social media campaigns can also help to increase audience sentiment and develop brand advocates. These advocates will become vital in spreading your brand and creating return customers.
Working with online influencers and collaborating on exciting campaigns will help to build NATURAL, high-quality organic links. This will not only increase your natural, earned backlink profile but also allow you to get coverage to larger audiences.
8. CTR and conversions
Not only is CTR increased by 94% when search and social media are used together, up to 50% of online users claim to use a combination of the two to help make their online purchasing decisions.
Some Marketers may claim that social media and SEO only produce results in terms of general visibility and brand awareness; you are wrong. It very much has an impact on revenue and conversions.
9. New brand and product launch exposure
Social engagement, like shares, RT’s and pins show search engines that your website is producing new and interesting content on a regular basis. This is a great way to get a temporary increase in rankings for new launches as well as getting general exposure to a wide audience.
Whilst tweets and posts might not count for ranking improvements, there’s lots of proof that they help to increase the speed at which content is indexed and crawled by search engines.
This means that is you are bringing out a product that isn’t exclusive to your brand (e.g. new perfume launches), being very involved in social may help you get ranked first for that search term.
10. Not just relying on an algorithm
Social media strengthens the reliability of organic search results as they are not just relying on an algorithm to give them relevant results. 45% of consumers have no specific brand in mind when they begin their online search, so knowing that your results are based on other user’s opinions as well as Google algorithm will likely influence which result they click on.
11. Personalised search results
One of the biggest contribution that social media has to organic search is that it makes search results far more personalised. Not only will you more likely see results that are more local to you, but you’ll also be presented with results based on their browsing history and online social interactions, making them potentially far more relevant and trusted.
Social and mobile are intrinsically linked with local search. Most social platforms allow you to include what city you’re based in, and if you have a number of powerful sites saying your location it will make you more likely to appear in relevant local searches.
With Social Media sites such as Twitter and Facebook expecting continued growth of up to 50%, and overall online spending (UK) due to reach £465bn this year, you would have to be mad to think they are not linked to each other. Whether you’re a social media guru or a novice who just about knows what a hashtag is, it’s vital to stop seeing SEO and social media as separate entities and treat them as the Brangelina of the digital age.