SEO and Social Media– you gotta have ‘em both. It’s not a case of one or the other. If you have any kind of online presence, any kind of online marketing strategy, ignoring one or the other is a sure recipe for disaster. And having two different strategies for SEO and Social is a big mistake, too. One cohesive front combining both is the only way to go. Why? You ask. Well, the two are becoming more and more the same thing everyday.
See, it used to be that a search bot looked at your page for keywords. And only keywords. And those keywords were what determined your ranking. Then, along came the blackhatters with their stuffing and spamming techniques, so the bots started looking for content. If you had good content, and regularly updated fresh content was best, then you were alright in the bots’ eyes. But then, blackhatters found ways to get around that, too, with spinners. They could take the same content and spin it a hundred different ways. It looked fresh, but like the Grinch, it had a heart several sizes too small. Finally, we have social media entering the scene. What it did for websites was establish credibility through relevancy. The more people are talking about your web page, linking to your web page, and visiting your web page, the more the bots have to think about your web page as being a good page. And since their job is to provide web surfers with the best waves possible in the search rankings, they can’t help but see pages with lots of social media attention as a good wave. If you don’t believe me, just take a look at the rankings of the anti-Santorum, Romney and Gingrich pages. They have some really repulsive content, but they’re scoring high in the search results because of the freshness and relevancy of their respective topics, as well as the mentions they are getting in the social media world.
So, how can you integrate your SEO and social media? Optimize your social media first. Google+ allows you to use keywords in your profiles and pages. Facebook allows you to link to your sites from your business pages. (Yeah, they have some pretty strict rules about “promotion” on personal pages and fan pages, but on the business pages and group pages, it’s still allowed.) Your blog is still your biggest social media outlet on the web, so make sure those posts are optimized and kept stocked with fresh content. Send out tweets with links to your site, or even better, your SEO marketing articles. The links and hits you gain from reads just may seriously impress the bots.
Next, add your social media to your SEO. Include links to your Facebook, Twitter and Google+ accounts in your bio that accompanies your marketing articles. Definitely place them on your web pages and blogs. Allow for RSS feeds AND social media following whenever possible. The more people you have talking about you, your product and your site, the higher the bots will place you.
SEO and social media marketing – two peas in the same marketing strategy pod. Develop them both, at the same time. You’ll be thankful you did.