The Internet is now more social nowadays. While SEO is still the old reliable, social media strategy is becoming a crucial component in lead generation strategies. People are now more likely to buy a product or to avail a service if their friends recommend it to them.
Social signals are factors that can significantly improve your SEO strategies. For instance, after writing a blog entry about how to entice customers to discover an easier way to create a healthy diet plan, the next thing you'd do is to share it on your social networks. Friends and followers will share it on their social pages as well. You search for your latest blog article using a keyword on Google and it's on the second page. You share the same blog entry a week after and find that it's on the fourth page already! What happened?
Most of us have in impression that every time a piece of content gets share on Facebook, Twitter, or Google Plus, that type of content will rank higher on Google. It's fitting to say that Likes, Retweets, or +1's might impact how a blog article will rank if the social signals increase. While we're pre-occupied with the idea that content that gets shared on social media is considered more valuable by search engines, here are some issues to take note of:
1.) Correlation studies are only limited to measure correlation and don't measure causation. Eating a hotdog during a summer vacation and walking your dog on a hot summer could have a correlation but that doesn't cause each other.
2.) Search engines have made it clear that they seldom use social signals for SEO ranking assessment.
3.) Social media sites NoFollow such linkes, it tells search engines not to pass PageRank through those links.
Content is like to be shared by people and linked it to their networks. Links are major drivers of SEO. So from a social search perspective, it all boils down to the integration of social and search. It means that your SEO plan and social media strategy should complement each other's objectives. Here are helpful ways to integrate SEO and social:
1.) Relationship is important. Build meaningful relationships in related communities in Facebook, Twitter, and LinkedIn. This will help your content broaden its reach across platforms.
2.) Always determine who your target audience is. This will help you in creating a coherent social search content plan.
3.) Interact and return the favor to your online communities. People will comment and share your content and it's a good practice to do the same.
4.) Avoid spammed scheduled postings. Creating a social media content plan schedule will help you in this.
SEO and social media shouldn't overwhelm each other. Both areas of inbound marketing can work in synergy with the right approach. Social search integration strategies can be a strong and effective lead generation tool given the right planning.