Why Integrate SEO and Social Med

different is greatA new study by Ascend has discovered that half of companies struggling with search engine optimisation have not taken steps to fully integrate SEO and social media. SEO cannot be a siloed approach; it has to encompass CRO, content marketing, branding, social, mobile…SEO is a pixel in the overall picture. The bottom line is that businesses that integrate SEO with social media are more successful than those that do not.

Quickly, here are some major findings from the survey:

  • 38% of those who identified themselves as “successful” with SEO were heavily integrating their tactics with social media techniques.
  • 50% who identified themselves as “unsuccessful” with SEO were not integrating social media at all.
  • 60% of companies said they had “limited integration.”
  • 24% responded that they did not integrate at all.
  • 16% said they had “extensive integration” of social and SEO.
  • Nearly half said that creating original content was the most effective SEO tactic.

So, this of course begs the question: how do we integrate SEO and social media? This is important because some experts believe that in the very near future, SMI – search marketing integration – will be a must for first page rankings.

  • Get social – within reason. Sometimes Twitter does not make sense for your business. Sometimes it’s not wise to have a Facebook page. What you need to determine is if these platforms will help you advance your objectives and reach your specific audience. If you are not already there, LinkedIn is an almost universal must for business, as is Google+. YouTube is another one that is tremendously flexible for professionals. In addition to valuable backlinks, Google counts +1s, likes, and retweets in its ranking algorithms. Social indicators are like beacons to Google, so you have to be somewhere.
  • Link from these platforms to your website.
  • Make it easy for people to share your content with social sharing buttons.
  • When you do establish a social platform, be choosy as to who you follow. It’s not a contest: the business with the most friends, fans, or followers doesn’t win. As Google refines its algorithms, the quality of those you follow will be more important. Target influencers.
  • Quality content can be leveraged via social platforms. With LinkedIn, for instance, you can be active in groups and establish a position as a thought leader in your niche. You can use your other media profiles, such as Google+ or Twitter to refer readers to your LinkedIn group content or to your website. You can create an entire encyclopedia of you that is interlinked and connected. Fans and friends can easily navigate to new information, and new prospects can more easily find you.
  • To that end, use Google authorship! It is a crime that more businesses and individuals are not leveraging this tool. It is too easy to neglect – and it’s free! You can instantly gain credibility and visibility.
  • Don’t forget to track your efforts. Using Google Analytics, determine which keywords are the big traffic-getters and those that are the biggest converters. Create content that targets those keywords organically. Remember, SEO rules apply! Don’t over-optimise or write for Google. Write for your audience, but include a few targeted keywords to help them find you.
  • Likewise, use different analytics, such as Facebook Insights, to determine which types of posts are most popular and which drive visitors to your website. Capitalise on that knowledge with posts that engage visitors.

The good news is that there are several things you can do right now (like sign up for LinkedIn and get your Google authorship tags set up!) that can help you integrate SEO and social media. Doing so will help you compete in the increasingly social world.

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