By Alex Romanovich, Founder – Social2B, Chief Marketing Adviser – EuroSpaClub International (Picture, courtesy of TopRank – Lee Olden)
The line between Search Engine Optimization (SEO) and Social Media Marketing (SMM) is getting thinner every day. And that means more integrated campaign strategies for marketing professionals and faster campaigns, yielding results. But before marketers leap into the ‘SEO and Social Media Integration’ world, a few items need to be reviewed and considered:
- SM Bookmark 1: Don’t forget that Successful Social Media campaign is still about LINKS – and that means that people will link to you based on relevant content and topics that you will post
- SM Bookmark 2: Also don’t forget that CONTENT is the next part of the successful Social Media effort – the more you and others write about a topic or a promotion, the better the results will be overall
- SEO Bookmark 1: Successful SEO campaigns and efforts were ALWAYS about CONTENT RELEVANCY – the more relevant your content is the better are chances that people will find you in their search efforts
- SEO Bookmark 2: In SEO terms, if people are LINKING to you, they are thinking about you and they are talking about you – give them enough reasons to do so more often
Typically, when people start talking about you or your products (B2B or B2C), they begin to ‘buzz’ and that buzz gets amplified through Social Media channels. If your infrastructure is robust and scalable enough, that buzz will be amplified through MANY SM channels (social profiles, LIKE buttons on blog posts, apps, social media integration points, etc.). And if the topic happens to be ‘viral’, the effect will be much more scalable through social media than traditional link building, which would typically require a pitch to each website publisher (unless you are JCPenney ).
And because Search Engines (Google, Bing, Yahoo, etc.) look for online content – not just traditional websites – items like YouTube videos, Twitter posts with links to the target sites or blogs, blog posts with links and carefully selected keywords, and other Social Media related items will provide for food to feed those hungry ‘crawlers’. The takeaway from the above is that Social Media Websites and profiles (blogs, etc.) can be used rank for tough search terms, so if your website is not strong enough to rank well, consider placing links on places where it will – like SlideShare PowerPoint Presentations with links embedded, leading to the destination site. Whereas Social Media can do a lot for SEO contributions, SEO data and professionals can help in identifying the following factors:
- How people identify and search for items? On your website and in general.
- Where did come from? If they are coming from the Social Media world, you can find out where exactly they are coming from and what Social Media they are using.
- What type of content they are reading most on your website? Viewing top content category, heatmaps, and other information should help your Social Media campaign to focus on the right message.
- Where they live? Understanding of where they come from and who they may be.
To summarize, as a successful marketer you now have the ability to use ALL of your SEO and SM tools, resources, and knowledge to create a very well optimized INTEGRATED SEO AND SM Strategy:
First, Optimize your content – use as much of it and make it diverse (Use Facebook, Twitter, YouTube, SlideShare, Vimeo, Social Bookmarking, and other Social Media channels to disseminate your content via links and blog posts).
Always, Think beyond Google – don’t forget that people also search BING, Yahoo!, Facebook, YouTube, and other channels – wherever the SEARCH function is available.
Try to make your organization share information – if you are one of those lucky marketers who has the collaboration of the SEO and SM team, consider it a BLISS! Make them talk! Share Analytics, Metrics and Measurements! It’s the only way you will be able to scale anyway.
Finally, Integrate SM and Traditional PR – buzz online, buzz offline, and buzz in traditional channels (yes, even newspapers) – all will yield more links and more engage
For more information, please write to firstname.lastname@example.org or Tweet @social2B