Recently, Next Step tuned into a SEMrush webinar discussing the state of organic traffic in 2019. Below are a few of the key points the team walked away with and will be implementing in our everyday work.
Tips for using social media to boost SEO
How does social media impact SEO? As PR practitioners, we manage our clients’ social channels, so we need to understand how our efforts here impact their overall SEO.
Sharing content regularly across social channels can help search engines understand that you are a credible source and help boost your ranking. When you can share your own page links, such as from a company blog or whitepaper, that also helps drive audiences to your website, which can influence your site’s SEO ranking. Establishing your brand’s credibility is important to developing an audience.
Perhaps most importantly, once you develop an audience, strive for engagement, as engagement is often more valued than follower count, especially when it relates to SEO. Continue to share authentic and credible content that will get your audience clicking, ‘liking’ and commenting on your page to boost your SEO.
Keep branding consistent
Consistent messaging and branding is key to helping your audience identify and connect with your company on social media. Consistency extends across many aspects of social media, including: voice, content, and cadence.
Your brand should only have one voice that stays true to your values – projecting authenticity – which will resonate with your audience. Shared content should relate back to your brand or the industry, and always benefit your followers. If your audience can no longer relate to you, they will unfollow. Finally, cadence matters. Make sure your audience is hearing from you regularly, but don’t overload them with content, if they hear from you too much, they might stop listening.
Where do social media ads come in?
Social media advertising spend in the US is expected to reach $18.4 billion in 2019. However, when it comes to social ads, brands need to make sure they are finding the right balance. While ads are effective to break through crowded content on social channels, brands should have content on their website that supports those messages. If you have that, viewers will stay on your page and follow you, and an audience will develop.
Staying competitive in the industry
Observing what your competitors are doing on social media can help develop your own brand’s strategy. The best way to do this is by finding out what they’re talking about. Should you also be talking about it? Have your Google alerts on and review them. If there is media coverage in the space, how can you capitalize on it? Are you following hashtags to insert your brand into the conversation and engage with your audience? These are all great ways to create a feedback loop, especially if you are organically adding to the conversation instead of beginning it, which can sometimes feel forced. Participating in industry or topic-specific conversations can also drive those engaged in broader discussions back to your channels and website.
When thinking about social media management, this webinar helped remind us how any efforts online ultimately impact our search ranking. When developing a social strategy that fuels SEO, remember some key tips:
- Consistency is key, make sure your content is as consistent as your posting cadence.
- Link link link, whether it is coverage or a webinar on your website, drive your audience back to the page.
- Purchase those paid ads and drive users to your website, but make sure your content is strong once they land there.
And most importantly, remember this advice for the next time your client asks “Is social media worth it?” “Does it have an impact?” so you can confidently say yes and explain how & why!