Social media is arguably the most powerful tool for gauging customer interaction that any company has at its disposal. Google continues to shape-shift and move the goalposts when it comes to how it uses social media to rank your website, though, and it’s important to grow along with the changes. At the time this piece was written, the official word was that likes, retweets, pins and shares do not affect search results.
Keywords, however, will always factor. Optimizing keywords in your social media campaigns can be incredibly effective if you follow the three pointers below. They’ll help you design and deliver social media posts that ramp up clicks to your website.
When you identify your foundational SEO keywords and authentically craft them into all of your headlines, links, and bios of all of your social media profiles, you instantly increase the chances of people just stumbling across your company. If you build these foundation-level keywords into your page, you draw people into your strategic funnel. It must look and feel real and authentic, though. Keyword stuffing is easy to spot and gives off an air of desperation. Make your profile work clear and use words that almost everyone will be familiar with, and always fill your profile out completely and in detail.
It is important to provide solutions to engage and intrigue people that are engaging with you on social media. Whether you are showing your fun side on your Twitter bio or identifying and solving problems on your LinkedIn profile – always include keywords in your bio and descriptions in a natural way. You’ll genuinely interest people, and you’ll be sure the search engine does not get upset with you for less than honest keyword placement.
Social media has many entry doors that people pass through. It could be a hashtag, a photo or a blog post that directs a user to your site. By using carefully selected keywords in all your social media, you can improve your rank in social search results. Well selected keywords (that go to the heart of the search) placed inside relevant content is far more likely to be shared on blogs and other websites. This lateral movement of content boosts your SEO to no end.
Optimizing your keywords in social media is not a one size fits all proposition. For example, Google + uses your profile name and a little piece of your intro in search results. Google uses the channel name and description in search results for YouTube channels. Google uses the profile name, username, and bio in Instagram profile search results. Knowing what the search throws up is of paramount importance.
It seems simple, but the keywords should drive the content not the other way around. Social media campaigns that are designed to rank for specific keywords must be relevant. The presence of a keyword or phrase within content is obvious, but the highest and best relevance comes from exact matches. If you can write natural phrases into your content that incorporate the most important keywords, you’ll rank higher every time.
A natural conversation about the Denver Broncos might throw up words like NFL, Peyton Manning, touchdowns, Denver, tickets and so much more. Incorporating these keywords into logical and reasonable language patterns creates relevance in search engine algorithms.
When you include words that get used together a lot you also grab long tail matches. Relevant long tail matches, for example, “most touchdowns scored” have the added benefit of making it easier to write interesting copy.
Getting your keywords in your profile or page name helps you rank high in keyword searches on Google and in the social media world itself – Period. People want to be talked with – not at. Think of the most natural and enjoyable conversations you have on a daily basis. That natural give and take are what keeps you coming back for more, and it’s the same for social media. An engaged – and listened to – client is one that comes back for more of what you’ve got.