As a website owner or marketer, all of this should change
As a website owner or marketer, all of this should change:
· your target audience: creating content that will appeal to the ‘traditional linkerati’ and only promoting your site to bloggers and website owners are activities that will miss some big opportunities. Appealing to personas that you’ve never targeted before might feel strange, until you realize the size of the demographic niches. Creating content for the “25 year old female, non-tech savvy, Facebook user” or the “65 year old male, retired, Twitter user” could get you a lot of love from non-weblink sources, and from groups that your competitors aren’t tackling.
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· your scale: clearly, one tweet isn’t the authoritative equivalent of one link, not least because the first is much easier to get and easier to give. Tackling a socially connected audience is necessarily done at greater scale than traditional linkbuilding, but you have to ‘aim high’ to get results that will really move the needle.
your approach to content: there are some wonderful overlooked benefits here. People building links for SEO have long lamented that no one ever links to category or product pages, hence the growth of linkbait and non-commercial content designed to attract links. However, awesome products & other commercial pages are widely shared on social networks. Indeed, one of the hottest new social media sites, Pinterest, is almost entirely dedicated to sharing products. (EG: check out the pinned content from the website https://transcriberry.com/is-there-any-software-to-convert-audio-to-text/)
Search and Social
Of course, lots of people are currently ‘doing social media’: it already has value from a branding, traffic and conversion perspective. But if you’re inside one of the companies / teams who is told that there’s budget for SEO but not social media, then it’s now possible to demonstrate that any effort in Social will have ‘double benefit’ – you’ll be getting some SEO boost through this work.
And what if you invest loads of time in social media, only to find out that Google decides to diminish the influence of social signals? Well, then you’ve still worked to build a loyal following, who trust you and your brand. It’s hardly a terrible outcome.
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What’s Next?
Many SEOs are data hungry, and right now there’s one simple tool I’d recommend, to start researching how your site and your competitors are performing from a social perspective. I probably use it more than many other individual tool for SEO analysis, but it has some pretty robust social features as well. The same report for Thomson shows the success they’ve had on Twitter with some non-commercial content.
We love the ideas behind content marketing and ‘inbound marketing’. I’ve avoided using the terms here, since ‘social marketing’ is something of a subset of these practices, but anyone making an investment in reaching people outside of ‘the linkerati’ will benefit in many ways, not least seeing themselves doing increasingly well at SEO. This will be particularly true as Google weighs social signals more heavily in it’s calculations – which I have no doubt they will.
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