As you may already know, your presence on social platforms can ultimately impact your search engine rankings, so your SEO policy needs to encompass this area of your marketing strategy. However, while it may be tempting to simply create profiles and advertisements on every platform, this can sometimes work to your detriment.
So to help you narrow down your options and find a good starting point, here are a few of the top social channels for boosting your organic visibility.
Read more on how to ace social media marketing using the power of syndication.
Video content has taken off in recent years, so it’s no surprise that YouTube is another great place to work on your SEO. This sort of content is inherently shareable, while the comments section can often foster in-depth discussions about your brand and its products.
To capitalize on the SEO opportunities here, remember to fill out your video descriptions with your target keywords in mind. The same applies to your titles; they need to be clear, concise, and searchable.
Accounting for more than 20 percent of all social media traffic in the US, YouTube is a fantastic conversion tool and a powerful means of increasing your brand’s visibility and social presence. It’s also owned by Google, so it’s a good one to focus on if you’re struggling to decide on the right channel for your business.
With over 2 billion active users, Facebook is an obvious pick for any digital marketer. After all, whatever your industry may be, there is a good chance that a chunk of your audience uses this particular social media platform. The other benefit to focusing some of your SEO efforts on Facebook is that it allows you to undertake a whole range of marketing and advertising activities that can boost your reach.
Not only can you set up a business profile, share your content, and even host Live video feeds, but you can even promote and sell products directly on Facebook. In every case, you will also be able to put your SEO skills to good use, constructing carefully-worded copy that targets your chosen keywords.
Furthermore, every time someone shares, likes, comments on, or otherwise interacts with your content on Facebook, it can help to increase the authority of your brand. This means search engine crawlers will attribute more value to your content, and your site should have a greater chance of ranking higher in searches. (Have you ever noticed how highly brand Facebook pages and groups tend to rank?)
Twitter comes with a variety of powerful tools for measuring the success of your posts, analyzing your audience, and gaining insights into trends as they occur. All of this makes the platform an extremely useful marketing tool even before you start thinking about how it can benefit your SEO efforts.
As retweeting is an integral part of Twitter’s framework, it’s a good one to use if you want to increase the likelihood of your content being shared. The nature of interactions on this platform also make it a great way to connect with your audience without needing to be too verbose.
Over time, you will find that you quickly build up a high volume of micro-interactions as part of larger conversations about your brand. Each of these helps to boost the authority of your brand and its likelihood of ranking well on a particular topic.
Remember, you can also share your content from other platforms, such as YouTube, or even directly from your website, so Twitter is a great place to connect up your marketing efforts, and reinforce your brand message. Furthermore, the concise nature of Tweets means they look great in search results.
Twitter has had a chequered past with Google, but it seems to have finally settled down now, with news-related tweets ranking highly in Google. If you are interested in building your brand authority as a publisher, then Twitter, combined with featured snippets-worthy content is a great way to start ranking for more informational and longtail search queries. Twitter can be a great support for content sites and brand publishers.
While LinkedIn is a little different from many social channels, it still has value as an SEO tool. Not only does it help to give some background to your business, but its profile setup is perfect for creating a keyword rich, highly informative waypoint to guide potential customers to your business.
Be sure to complete your personal and business profile pages as fully as possible, to give search engine crawlers plenty to work with. Think about how you plan to present your niche and work that into your job titles and descriptions.
You can even include up to three websites on your profile, so this is a fantastic opportunity to directly link to your key landing pages, and capitalize on that LinkedIn traffic. As with any other network, you should also take care to keep on top of messages and other communications, as the ability to interact directly with you on LinkedIn could be the difference between making a sale and losing a customer.
LinkedIn’s Publisher tool is a great place to share, re-publish and re-purpose content in order to maximize content marketing ROI.
It may not be the first platform to come to mind, but Instagram is incredibly popular, and more and more businesses have begun to connect with their audiences through this highly visual medium.
Visual content is easy to consume and commonly shared, so it should already be part of your marketing strategy. By posting that content on Instagram, you open yourself up to an audience already in the mindset of liking, sharing, and reblogging that content.
As ever, this boosts your visibility, and can help to generate inbound links to your website. As anyone who clicks through is already engaged with your content, they are less likely to bounce, which further influences your site’s reputation with search engine crawlers.
Tools like Websta can help you track down the best hashtags to use to get your content noticed. You should also fully complete your profile, so users and crawlers can immediately identify your brand. This includes using your brand logo and inserting a link to your website.
While Pinterest touts itself as more of a visual search engine than a social platform, it still deserves a place on this list. If you’ve ever conducted an image search, you will already know that a huge number of the results that show up come from Pinterest. A lot of this comes down to smart use of image tags, and board names, so you should choose these carefully when pinning your content.
Visual search is rapidly growing in popularity, in no small part because it is so easy and accessible. As such, your ability to rank well in these searches will become rapidly more important in the coming years. With over 150 million monthly users, Pinterest is not to be ignored. Plus, its analytics tools are invaluable for any business wishing to optimize its strategy and increase its reach. It’s a big traffic driver for many of the world’s biggest blogs and websites — so it’s a platform that’s proved itself.
As with every other platform on this list, you should complete your profile, and take the time to flesh out each pin with a brief, but informative description. Keywords are important, but don’t simply list them; work them into the description naturally, so audiences have something interesting to read, instead of an obvious bid for better ranks.
For businesses, Pinterest has also introduced “Pincodes” which act a lot like QR codes. Creating your own Pincode is a great way to increase traffic organically, from sources that have already shown an active interest in your brand.
G+ may not be the most heavily populated channel, but it still has an important role to play in SEO. This is in no small part due to the fact that it is Google’s social media platform. And while there are several other search engines you will also want to optimize for, ranking well on Google is a surefire way to boost traffic and get your brand’s name out there.
Remember, that while you may start out with just one or two social channels, you can always expand later as your business grows. In the meantime, take the time to find out which platforms your customers use most, and what sort of content they like to see on those platforms.
Stay active, and make sure your followers know how and when they can reach you with their queries, complaints or feedback. Even when things go wrong, social interactions can still work in favor of your business SEO. For example, answering complaints promptly and professionally, with a satisfactory resolution for the customer is a great way to demonstrate accountability and show that you put your audience first.
Things may not always run smoothly, but by carefully managing your social media presence you can build better relationships with your audience, finetune your SEO strategy, and boost your brand’s reputation all in one high-powered marketing campaign.
**About the Author: Kayleigh Toyra is a half-Finnish, half-British marketer Content Strategist based in Bristol. She loves to write and explore themes like storytelling and customer experience marketing. She also manages a small team of writers at her boutique agency.