When Using Social Media for SEO, Remember the SEO
At the risk of stating the obvious, when using social media for SEO, remember the SEO. While I am not going to name names, I watch a lot of SEO and social media campaigns and I’ve noticed something happening among my agency brethren. They post on Twitter and Facebook. They publish infographics or other link bait. They blog and they guest-blog. I even see agency represented brands in online communities and on forums.
So far so good. Agencies have learned the power of social media to earn brand mentions and links. But here’s where it gets gritty. When you use social media for SEO you have to focus those energies to get SEO results.
There are two types of social media:
Social media for people
This is the typical social media most folks think of. Goals are people-oriented, such as brand awareness, audience building, attracting visitor or earning conversions.
Social media for SEO
When your social media goal is SEO the focus shifts from people to search engines, relevance and authority.
Here’s what to remember when using social media for SEO. Focus your efforts either directly on an SEO hub page or on a document that supports an SEO hub page.
In an ideal world every link bait blog article would be a hub page targeting a traffic generating keyword. You’d select the keyword, write optimized copy, find a relevant image and add an optimized alt tag and caption, then add a great title also optimized for your keyword. Because you make awesome link bait your page will get lots of Twitter mentions, Facebook referrals, Stumbles and links that make it explode onto the first page of search engine results.
In the real world your SEO target is more likely to be a un-link-worthy product page deep inside your client’s online brochure. The only way to make this page rank, after the on-page optimization, is to publish one link-worthy piece after the other, each topically related to the SEO hub page and linking to it with the appropriate anchor text. Most websites have more than one SEO hub page, so chances are good you will need to produce large amounts of traffic and operate campaigns to promote your link bait. You have to do more than blog from your own site too. Publish optimized press releases. Guest blog on other sites. Publish videos such as demos on YouTube and other sites. With proper focus, determination and time you can mount quite an effective social media campaign.
What not to do? The biggest danger in using social media for SEO is to become frustrated by the lack of response and begin chasing the audience instead of the optimization. It’s easy to convince yourself that you will return to the SEO part of the campaign once you build a following. Stay focused on your goal. If you have to change tactics choose different goal oriented ones. No matter what you are doing you must be able to say which keyword or words and which hub page or pages you are supporting.