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There are many factors that contribute to the success of any online business, and it’s pretty obvious that the position of your business website or blog inside search engine queries and its SEO are among the most crucial ones. If we were to focus on just Google, we would find out that it ranks your website based on over 200 different factors, and one that’s been growing increasingly important are social media signals. Now, while your social media activity is not viewed as something that will boost your SEO directly, since Google itself maintains that they treat Twitter and Facebook in exact same way they treat other sites and don’t count shares or likes, there are still inextricably connected, and if done right, social media can boost your rankings.
Using SMM Strategies to Improve Your SEO
The difficult part about using social media marketing to boost your SEO is the fact that Google doesn’t explain if the number of followers on social media sites results in higher authority, but what we do know from before is that links from high-authority resources are among the top-2 ranking factors, with the other one being great content. So, once you have produced high-quality content, it is time to build backlinks from sites in your niche to it, and you can only do that through active content promotion. And what’s a better way to promote it than using social media to spread the word? I can’t think of any. Let’s take a closer look at how you should do it.
1. Plan Your Strategy
Should you create content first, and then go about promoting it, or the other way around? I am more in favor of the latter because not every type of content lends itself well to a particular social media platform. For instance, if you are running a business that revolves around fashion, then it’s imperative to make your content shareable across platforms like Instagram, Pinterest, YouTube, and yes, Facebook and Twitter. Figure out which platforms would work best for your niche, do your keyword research, and then go about creating your content, which you will then promote using the most effective practices.
“A company that builds a loyal social following has a built-in army to promote their content, day in and day out. That content will get shared, get links, send social signals…all of which can’t be a bad thing.”
2. Reach out to Influencers for a Quote
This approach has too many benefits to count, but I’ll name a few. First of all, influencers in your niche are very likely to have tons of followers which share and like their content, which means you would gain a much wider exposure and drive more traffic to your website. And it’s not just any exposure, because we are talking about a targeted audience here, which is what you should be after. And because it’s an audience that is genuinely interested in what you have to say, they will read your entire post, and therefore improve your Time on Page, which SEO guru Brian Dean claims as one of the most important ranking factors.
But instead of waiting for them to share your content, which may never happen, ask them for a contribution in the shape of a quote. After following them on social media, liking their content, and leaving comment, you can reach out to them via email or PM and ask them for a short quote for your post. This has worked many times for me, and it has worked for me again with this post I wrote for an online writing service EduGeeksClub, inside which I have included quotes from the most influential names in digital marketing. The post received over 2.3 K shares on social media, which is fantastic.
3. Schedule Multiple Posts over Time
You’ve posted a link to your new article on social media and nothing happened? Share it again. But in order to avoid spamming your audience, use different images and text. For example, you can pull a quote from your new article, attach a new image to it, or an infographic, and then post it the next day. Or you might even go the extra mile and turn your written content into a video, put it up on YouTube, and share it with your audience. Not only will you make the most of each new post, but you will also be able to see what works best with your followers.
“Content comes in many forms; we tend to think of written content when the term is used, but the reality is, video and image content can be more useful when it comes to influencing search and social results.”
4. Let Influencers Know that Your Post Is Online
Usually, I notify the influencers a couple of days in advance that I will be publishing a post containing their quote. Once I have done that, and published the post, I will send them an email containing a link to the post. Also, don’t forget to properly tag them inside your posts in order to make it easier for them to share it with their audience. I would even recommend including their quote in your social media post. If they decide to share your content with their readers, you will get more traffic. On the other hand, by sharing content which contains their quotes, you grow your own reputation and authority. It’s a win-win situation.
5. Ask Influencers to Write a Post Together
After getting on their radar and establishing a connection, you can further develop your relationship by asking the influencers to collaborate on a post together. But if you don’t feel like you’re quite there yet, there is always the option of writing a guest post for them. Not only will you benefit from increased traffic and exposure, but you will also build a high-quality backlink to your own website.
6. Grow Your Authority
As I’ve pointed out before, collaborating with influencers will help you grow your authority on social media, as it will inevitably skyrocket. In fact, you can expect to receive offers to write guest posts or collaborate with other influential individuals and brands in your niche. For example, a while back, I had mentioned BuzzStream in one of my posts, because I genuinely think their product is awesome, after which one of their editors got in touch with me and asked me to write a post for their blog.
7. Help People Solve Their Problems
If you have written a great piece of content that can truly help people solve one of their problems, keep in mind that you can also reach them through social media platforms. Social media sites are search engines as well, which means that, with the right keywords, you can find people who could use your help and your product, and send them a link to your article.
While social media marketing cannot influence your ranking directly, it is still a great way of promoting your content and getting it in front of the right audience, which can effectively boost your website’s ranking. Aside from reaching wide audiences, make sure to always offer helpful and informative content. If you can do both, you will be successful.
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