How Do Social Signals Influence an SEO Campaign?

How Do Social Signals Influence an SEO Campaign

No matter if your business is big or small, you cannot avoid creating a strategic social media plan to compliment your SEO and other marketing efforts.

Let’s go over why… right now!

Real-Time Search Engines Want FRESH Content And They Want It Fast!

Fast content doesn’t mean crap content. Search engines are becoming very smart. They want authoritative content, and they will use social media as a signal for this type of content.  As they say, cream will rise to the top!

How and where users click and specifically share your content via social media are all cues to search engines to validate authority of your word on the web.

What kind of content is good?

  • Content that answers popular questions: Hang out with your sales teams and your account executives for a day and see the questions they get asked over and over again. If clients or prospects are asking questions on the phone, they are likely asking Google or Bing as well. So have the answers there for them to click on and take action!
  • Newsworthy content: Create your own news that people could care about and share. Do not try and be too self promotional here though. No one likes “look how neat we are” content.
  • Ride the news, a.k.a “News Jacking”: Current events, holidays or breaking news. What spin can you take, so that your customers and prospects would thank you for what you wrote and be willing to share?
  • And so much more…

What Search Engines Look At In Regards To Social Media

Are you familiar with the Social Graph and social patterns? Here are just a few signals that search engines look at to “rank” the content on your website:

  • Your social followers, who you follow, your likes, your replies.
  • How many social followers/fans you have.
  • How many re-tweets, shares, +1s, etc.
  • Who is sharing your content, and what is their authority and reputation.
  • Popularity of particular content as well as the quality of it.
  • Timeliness and trust of content.
  • Patterns: Both natural and unnatural.

Pro Tip: Don’t be unnatural in your social sharing. You remember link farms right? Well, now many people have created social farms to help spread their content. Do you think the search engines like Google and Bing do not notice this? Think again! It stands out like a sore thumb to Google and Bing. If you get caught, you may as well kiss your hard work and rankings good-bye, as well as the money or leads associated with those rankings. There is no room for being shady in today’s marketing world!

Invest In Social:

Social media should no longer be an afterthought for businesses. A successful social media campaign takes time, strategy, planning, testing and attention. Here’s a brief outline for how to “invest” in social:

  • Create a social media plan
    • Create a content production calendar.
    • Produce engaging content: Blogs, videos, digital downloads, etc.
    • Monitor and see what works, check trends, and produce more of that content.
    • Monior important metrics.
  • Make sharing easy
    • Make sure you have social sharing buttons on your site.
    • Share your content on the main networks you plan on using (Twitter, Facebook, LinkedIn, etc.)
    • Monitor those sharing your content, and reward them. (A simple “thank you” goes a long way and helps to build trust.)
  • Be the expert in your field
    • Share related content and ideas that users can trust. Don’t be a fire hose of “me-me-me” all the time.
    • Answer questions and address comments you get as fast as you can.

The Future of Social & SEO

Look what is going on now with Facebook. They are rolling out their own search engine. Twitter has had something people could use for quite some time, and LinkedIn and Quora have search capabilities too.

SEO will become more than just traditional on-site SEO (in my mind)… yes, the basics will always have to be done, but I think that if there is a search box on any site or platform, there will always be something to optimize within that particular search engine optimization strategy.

The Future Is Relationships!

Breaking News: Business 101 comes to search engines. Build out REAL relationships and trust with people. Focus on building content people care about and want to know. Create content that someone would thank you for, and content that compels people to click the “share” button.

Social word of mouth: What was the old saying- one unhappy customer tells ten how awful their experience was, but one happy person usually keeps it to themselves, or tells only few? In this social age, you can flip that script, and put the odds back in your favor! There are many ways you can do this, and I will focus more on this in future posts.

However, one thing to do right now, is set up your Google authorship profile, and make sure your Google+ page s up to date, and that you have your author pages tied to your G+ profile marking where you contribute. You can read more on how to do that here.

With all this being said, social signals are only a few of thousands of signals for organic ranking… but is it something you should ignore? Is social a fad that will go away? The answer to both is NO!

Looking at what Google and Bing are doing now, you can bet that social media will become more and more a factor in the SERPs in the weeks, months and years to come.

Lastly, don’t put all your eggs in one basket. Diversify your social portfolio.

Now it’s your turn. What do you think on the subject?

Do you have a topic you would like me to cover?

Hit me up in the comments below, or on Twitter.

Until next time…

Post by Darin Berntson, Senior Community Manager at SEO.com.

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17 Comments

  1. Larry T. says

    Thanks for the information Darin, not only are social media link farms harmful, not many people understand the unfortunate disadvantage to them. In the social world you must be as authentic as possible when posting to different social media platforms. Thanks for this great information! 

    • iGoByDoc says

      Hi Larry,

      Thanks for the comment.

      You are absolutely correct. The sad part is many people just don’t know what they don’t know. Trying to help out, one post at a time.

      Have a great one, and thanks again for the comment!

      Doc

  2. Eilidh MacRae says

    Hi Doc! Great post. I am a strong believer in the saying ‘content is king.’ It is pointless churning out rubbish content, this isn’t going to get you anywhere. For the best results write new and engaging content and don’t forget to share it on social media sites!

    • iGoByDoc says

      Hi Eilidh,

      Thanks for the comment. I see your content is king, and raise you to if content is king, then context is god.

      What do you think?

      Doc

  3. says

    Good stuff Doc! I happened to catch your Pinterest presentation earlier today, so I got a double whammy dose of your social seo insight in one day, and all the better for it. I like how you included a “pro tip” in each section. About the only thing I could add would be to make sure your G+ Authorship is properly set-up prior to rolling out a serous content marketing effort so that your rel=author credentials are tied to your “content is king” efforts

    • iGoByDoc says

      Hi Neil,

      Thanks for the comment. I’m glad to hear he double whammy dose of me was not too much. =)

      Totally agree with ou on the G+ authorship. I did link off to another post about that, so I let that one do the talking for me there.

      Thanks again for the feedback… much appreciated.

      Let me know if there is anything else you would like to see posts on.

      Doc

  4. says

    Yes you did Doc, my apology for letting that one slip by me. The article you linked off too that detailed the how and why rel=author is required and how it works is also a well produced SMM piece. Going to +1 share this on one of my fave G+ Authorship Communities (if someone) hasn’t already beat me to the punch.

  5. Gerrid Smith says

    Through social media you are also able to increase your fan base, and then market to this fan base, whether you encourage them to visit your blog or your website. The aim of using social media in a SEO campaign is to improve your search engine ranking, increase website traffic and improve your brand recognition.

    • says

      Hi Gerrid, thanks for the comment!

      I think there is a lot more to Social as it pertains to SEO. But you are right about what you say here. I think it comes down to X company really buying in to social media, and content marketing. Understanding their target market and providing content that will relate to them, and make them more willing to share. And that, of course is like 1% of it.

      Thanks again for the comment!

      Doc

  6. Lee Eric Delos Santos says

    Hi Doc! using social media sites are now a part of an online marketing plan. like posting on Facebook, Google+, etc. especially on “rel=author” on Google+, i think this is a great help for all SEO people. I guess as long as you wont abuse it on social media sites. and the most important thing is you make your post as authentic as possible otherwise it would defeat the fact that you are a real person. Great Post Doc! Looking forward for your next post. KUDOS !

    • says

      Hi Lee,

      Sorry for the delay in response, we were down while launching our new site.

      Thanks for the comment, and totally agree with the non-abuse. I would really like to think that this would not be a reality, but unfortunatley people always look for the easy way to achieve short term results, though many do get what they deserve in the end.

      Thanks again for the comment Lee!

      Doc

  7. Grant P. says

    Fantastic information here Doc, since the internet world is always changing with new rules and algorithm layouts, you must pay very close attention to these changes and be able to roll with the punches. If you can adapt to change you will be successful. Thanks for the great information! 

    • says

      Hi Grant,

      Thanks for the comment. Agreed, you have to keep on top of what the search engines are doing so a business can change and adapt their strategies.

      That’s the thing about internet marketing, nothing stays the same.

      Thanks again!

      Doc

  8. Simon Broskov says

    Great article about a very important area in SEO, especially in the future. No doubt that social media or social ‘trust’ will have a decent impact on your rankings.
    Website owners just have to get going, if they aren’t already active on social platforms.

    • says

      Hi Simon, thanks for the comment. Totally agree, whether large or small, business owners need to get on board now.

      That being said, in the right way. I think a lot of businesses have been burned by over promise and under deliverables.

      Thanks again!

      Doc

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