Many people think that social media and SEO are two separate practices that do not correlate. But if you dive deeper, there is a unique relationship between those two. Although they don't directly influence each other, the impacts between those two are hard to ignore.
Both social media and search engines are almost equally popular. According to statistics, Google processes 3.5 billion searches every day. Meanwhile, there is also a similar amount of people being active on social media.
Although the approaches are different, both platforms are the places that people visit to get information. Thus, both can be your doors to gain brand recognition, engage, and build trust. With the right strategies, both ways can help you generate more leads.
Both social media and search engines have algorithms that change from time to time. The trends are also changing. You need to evaluate your strategies regularly, get yourself updated with any algorithm changes, and make adjustments as necessary.
Now that you have learned the fundamental commonalities between social media and search engines, let us see how those platforms impact internet marketing in different ways.
Search engine optimization targets search engines. Look into the algorithm of each search engine and tailor your website to fit with them. Since Google holds nearly 90% market share of search engines, most internet marketers focus on this platform. Other than Google, you can also consider implementing SEO for Bing, Yandex, Baidu, and Naver.
On the other hand, social media targets people. It is more tricky to do because people are varied. To know what you need to do, first, you must determine the specific audience you target. Then, you learn their behaviors, preferences, and reactions.
If you compare those two, SEO seems to be much easier than social media optimization because it doesn't have many variables to consider. You can even apply the same strategies for various types of businesses. Meanwhile, social media requires you to be more specific because different kinds of businesses have different audiences.
While implementing SEO, your goal is to get ranked as high as possible. You can call your strategies successful when your pages appear as the top results on the search engine result page (SERP). A high rank means a higher chance of drawing traffic to your web, which in the hope it will also increase leads.
Social media has multiple goals; exposure, recognition, interaction, and trust. At the end of the day, the engagement is hoped to convert into leads. These aspects are more difficult to measure because there are no specific parameters to use.
Evaluating your strategies on SEO is easy because you only need to see how your website ranks, especially for the specific keywords you use for each content. If your pages rank up compared to the previous time, then it is a success. The only thing you need to be aware of is when your rank goes down.
Meanwhile, the evaluation of your social media strategies is more complex. There are many things you need to look into, including the emotion of your audience when responding to your content and how it impacts your company image.
How Social Media and SEO Influence Each Other
The similarities and differences between social media and SEO have given us ideas on how both methods work. Now, it should be easier to unravel how they influence each other.
Oddly enough, social media has been acting as a search engine as well. You can notice how each platform of social media has a search box where people can type in whatever they want to find. And since social media becomes even more popular, sometimes people even use social media to find information about specific things instead of going to conventional search engines. The search feature on social media is pretty much limited, yet it still helps people find content that they look for.
Bing has declared that its algorithm favors pages that are popular in social media. The system will consider how many times a page gets shared on social media and how successful it is in gaining engagement. A page with strong social signals will be detected as legit and credible. Hence, Bing will rank it up. Google never clearly stated the same thing. However, many experts found that social signals also indirectly impact Google SEO.
In 2015, Google started to include social media pages on its SERP. Thus, if you do everything right, your website and all of your social accounts can appear sequentially on the first page of SERP. It is your chance to get more visibility and potential visitors. Moreover, it also gives the impression that your company is trustworthy.
Being a two-way communication platform, social media responses can give you a lot of insights. It is where you build an audience, learn their behavior, and any other things you need to dig deeper. If you can analyze them properly, you will be able to extract ideas of what to do and don't for your next content. Relying on your search engine rank alone will not be enough for your internet marketing strategy.
Tips to Improve Both
Both social media and SEO can help to boost leads and revenue at the end of the day. Although they may seem to have different roads, there are points where their ways intersect. You can take advantage of it by using tactics to support each other. Here are some tips to try:
The domain name of your website should clearly state your brand. The same rule applies to the name of your social media accounts. This strategy will allow search engines to crawl your website and social media more accurately, which means a higher chance to get top-ranked. Ideally, when someone types in your company name on the search box, your website should appear on the highest line on the SERP, following with your social media accounts.
By using the same name for the domain and social media accounts, it will also make it easier for your audience to recognize and remember your brand. It will also be more effortless for them to find your other platforms.
Provide your website address on the bio or description of your social accounts. Also, provide links to your social media accounts on the homepage of your website. This tactic will convince people to check out your other platforms even if they have no intention to do it in the first place.
If possible, you can straight up encourage your audience to visit your other platform as well. But if you want to do it, you need to provide a specific reason for it. Otherwise, nobody will take it seriously. As an example, you can post the links to your page on your social media. Let your audience know that there is useful or interesting information on the page. Another idea is to post an announcement on your website that there are quizzes or competitions on your social media.
Rather than spending your energy and time to research keywords for each platform, you can just do it all together. Since you are promoting the same thing on them all, there is no reason to use different keywords. Even the audience you have for all platforms is similar.
The only difference is how you use the keyword. On the website, you use the keywords on metadata and spread some on the article. On social media, you use it for hashtags. Of course, you might need to use different variations of keywords for those purposes, especially on social media, where you might need to use multiple hashtags to increase reach.
You need to give them a reason to see as many of your platforms as possible. Even so, you should not use the same content for various platforms because then your audience will just choose one to follow and ignore the rest.
Using the same keyword and topic for all of your platforms is okay, but don't make them too identical. Instead, tailor the content for each platform to match the style of the platform itself. For example, make an infographic for Instagram feed, several sentences for Twitter thread, and a comprehensive article for your website.
Ideally, the pieces you post on one platform should support each other. Hence, you can cross-promote your platforms.
Having your audience share your content is significantly beneficial in many ways. First, it increases your exposure, allowing people who are not your audience to see your pieces. It might convert them into your audience or even generate more leads from them.
More shares also mean stronger social signals, which means more chances to get ranked up on search engines. For Bing, social signals can directly boost your SEO. For Google, the correlation is indirect yet still unignorable.
Your content should have a high quality, so your audience finds it worthy to share. You can also straightforwardly encourage them to hit the share button. Don't forget to make sharing more effortlessly by providing the button at both the top and bottom of your page content.
Google My Business and Bing Places are similar features on two different search engines. They refer to a board on the top of SERP that displays packed information about a company or business place. It will appear when someone types in the business name on the search box.
You need to claim your business first on each search engine. Both Google and Bing will require you to put in proof that you own the business. Once your boards are confirmed, provide your information as complete, accurate, and detailed as possible. The more informative your board, the more reliable and trustworthy your business appears to be.
Posting worthy-to-share videos is another way to increase your reach. People will not only share your links on their social media accounts, but they might also download them and share them via emails or chatting apps. Some even use your videos on their events if the content suits.
To make sure your brand gets exposure and recognition, put your website address and the names of your social media accounts on the video. Put the information at the beginning and the end of the video. If the video is quite long, you can also slip the information again in the middle.
You can write your brand and company logo as a watermark as well. It will help your extended audience to get aware of your business and grow their interests in it. The watermark will also prevent other parties from using your content without credits.
For each tactic you apply, make sure to give it time to work. Evaluate the results regularly to see how much each tactic impacts your business. Measure the effectiveness of each platform and compare it to other ones to see if the efforts you put up are worth the results.
Evaluation is more than just measuring the success of a strategy. But, it can also help you to gain new information to adjust your internet marketing approach in general.
Both social media and search engines are run on algorithms, which may affect how your content performs. It is necessary to keep yourself informed about the new updates. Review your strategy every time the system changes and adjust as needed. Besides the algorithm, keep an ear for new features. They can also give you benefits, especially if you adjust your content as soon as possible.
While social media and SEO seem to be two different methods, there are times when these two intersect and influence each other. When you build both strategies with a holistic approach, you can expect more optimal results.