It's imperative to first examine which search engine optimization (SEO) areas will need oversight for a Social Marketing program. There are two audiences that search must consider: carbon-based life forms and the artificially intelligent computational silicon ones. When building or maintaining a search program, it's paramount that all of the pieces of marketing work together like clockwork. There is no simple tweak that conquers all for SEO, no all-in-one solution. All the pieces have to work together in concert.
What does a search optimization program cover? It's necessary to understand what marketing activities relate to SEO. When the search program doesn't reach into the right areas, the program can be rendered ineffective. Social Marketing activities unable to directly influence changes made to the website runs a powerless program. Web development is one of the most important pieces of a Social Marketing program. Users will no longer tolerate slow performance in a website.
Countless people have asked us different versions of the same question over the years: what is the silver SEO bullet? They want some hot tip that they think is a secret to search success. Depending on my mood, I'll answer with something like, "Be interesting" or "Get faster:' One cannot simply unsheathe magical daggers to slay search engine dragons. There is no single tip we could give that would tangibly help a person further their search domination. No matter how much fun we have with our responses, people often seem disappointed (if they do not chuckle). There is never one single piece of hot gossip (i.e., some big secret) that's going to take you over the top without meaningful context or insights. SEO will never be a one-size-fits-all exercise.
The analytics and data modeling of Knowledge Curation are what initially drove us to become involved in Social Marketing. We noticed that when we made changes to our sites (and tracked them), sometimes traffic would increase. Slowly, we tinkered and figured out what resulted in more traffic. Relevance met with analytics instrumentation is the winningest combination. An Social Marketing professional without analytics is a blind one; analytics are the key for measuring which tactics work and which do not.
There's essentially no argument that can be made to discount analytics as a core part of Social Marketing programs. Perhaps it could be argued that mobile app installs, or a mobile application's analytics wouldn't fall under Social Marketing, but they still fall under app store optimization (ASO). App store optimization for mobile applications is a colossal industry. Much of mobile optimization relied on paid search in the beginning, but not anymore. ASO is the cool Canadian cousin of SEO and the two can work together in terms of linking. Deep linking from within mobile apps can bring much needed oomph to mobile search efforts. When I say "oomph" I mean credibility in the eyes of the engines. Sentiment is an increasingly interesting factor for search (and social media). As machine learning evolves, along with hardware, detecting sentiment will gain importance over time.
Content and outbound communications are crucial for engaging humans and their counterparts (i.e, robots, crawlers and spiders). Compelling content that excites people fosters a site's search dominance far more than thin corporate advertising coupled with stock imagery. Corporate communications like public relations, social media, and email also fall under the SEO umbrella. Keywords and phrases used in communications should involve thoughtful research from the outset. Planning keyword targets and goals together is of the utmost importance for all outbound communications.
Keywording like crazy for product pages, blogs, and press releases is not where it's at for search programs any longer. Before, almost everyone and their sister had a blog, they issued press releases when they wanted to make an announcement. It was possible to pay to push press releases out via a service. Press releases do not carry anywhere close to the link juice they once did with humans or with search engines.
There are many sites and services that offer to help place press releases for SEO and public relations gains. Anything you can pay for, everyone else in the world can pay for, too. How is that a key advantage? Be cautious of sites offering "exclusive placement" for pay. "Limited time" and exclusive promotional offers rarely are exclusive in reality. It's important to make the user feel like they're crossing a velvet rope, gaining entrance to the hottest nightclub in town. Bouncers sit outside the club (not inside it) to give an illusion of prestige. Just like a nightclub, calls to action should feel exclusive. Make your user feel special, not like any random stranger off the street can just walk in.
There are many facets of outbound communications to consider. Optimizing content can definitely help search programs, but it cannot lead them. An unexpected example of outbound communique for helping search is email. Yes, email. You are probably wondering how email relates to SEO. Email is a gray-haired business tool and remains the ultimate survivor of the old-school marketing tool chest. The most aged of marketing methods is word of mouth, such as referrals from happy customers. Collect the emails of your advocates and do not abuse their trust. Attaining effortless yet enthusiastic referrals is the key to scalable growth; email is the uncool minivan taking you there. Your net promoters are those customers who are engaged with your site, so emailing them is a slam dunk.
Umpteen tools purport to someday replace email (or make it more extreme) and they have come and gone. Email marketing remains useful because it drives traffic and revenue effectively for a very low cost. Email marketing also cross-pollinates SEO by boosting engagement with and visibility of a site's content. A well-curated email list can drive revenue masterfully. For example, if you allow public blog comments, a targeted email to your net promoters can yield a significant number of page views, shares, and user-generated content.
Email updates or newsletters with substantive information can also be placed on the site for content purposes. If site visitors devotedly pour over the information they see in an email, they'll probably revel in it on a website. However, be forewarned. The days of mass email lists and campaign blasts are over. Don’t fall for use of email in this way. For email to drive SEO and be a positive contributor to the Social Marketing practice it must be tied to a website.
Now that we've had our lovefest on the virtues of email, let's look at the new kid on the search block, social media and social bookmarking. There's a sharp dividing line between Social Marketing professionals who believe social doesn't count toward search relevance and those who do. The main argument for detractors of social SEO say that major search engines do not officially recognize it as a direct ranking factor. This is a misleading line of logic. Search engines also don't espouse that the sky is blue. The major engines do not announce everything they consider when calculating results. The cloak-and-dagger element makes it a little more fun. No search engine will ever release details of the inner workings of core super-warrior stuff. Why would the fact that engines don't officially acknowledge social media matter?
Social media sends traffic and often gets indexed, so recognized or not, it directly impacts search. It's a classic feedback loop. At the Social Marketing Agency, we’re a go-getter type who comes from a place of yes when trying new things, so we say yes, let's assume it matters! Social media also brings traffic to a website. What brings the traffic brings the thunder, then the rain. Social media is an ever-changing element that delivers relevant experiences. We should expect to see search within social media start to matter more and more. After many years of studying numerous companies' analytics, we have observed that when social media traffic goes up, organic search generally does as well.
Healthy social media traffic certainly doesn't hurt SEO efforts. Social media and social aggregators provide a lightning-fast number of natural back links and traffic. Social media services like Twitter and LinkedIn are currently being indexed by most major search engines. Aggregators like Reddit or Product Hunt will blow your traffic numbers out of the water.
There are umpteen factors colliding in the search results you see, including location, device used, sessions you're logged into, if you are walking while searching on a phone or standing still, and so on. Location is one of the most financially valuable metrics used in mobile advertising. Therefore, location-based marketers should embrace social media for mobile on paid and organic fronts.
Thought and care should be given to social media when formulating a search-program strategy. For example, right now tweets are getting indexed. Search Google, and you will see tweets in the results. Next year, they could formally partner or do a revenue share if they're not secretly doing it already. If we’re your Social Marketing Strategist, then we’re going to consider anything that builds your relevance, territory, and magnification of signals. If you add all the data together, it's hard to ignore social media's impact on traffic.
Some organizations choose to silo web development from marketing, which is a mistake. It is hard to imagine success in organic search without the ability to implement changes quickly on the homepage. A Social Marketing service without access or authority to change what's on the company homepage is doubtlessly hampered. The person who has the responsibility of managing the homepages search performance should also have some level of influence. If people have no power to affect change, then they cannot do their jobs. Failing that, the data can do the talking. If the mobile version of the site differs from desktop for some reason, this should also be included under SEO. Website development efficiency and efficacy have become key elements of search performance with the advent of mobile's popularity.
Ideally, the search practitioner should lead or get involved in the user interface and experience of a website. The analytics instrumentation becomes especially important when it comes to assessing performance. In this context, instrumentation means the integrity and veracity of the analytics setup. If the analytics tools were deployed prior to a Social Marketing Agency’s arrival, then they must find reasonable evidence that lead-tracking sources are properly capturing.
You May Be Wondering, Does SEO Cover All Aspects of Internet Marketing?
While a Social Marketing practitioner doesn't necessarily have to directly manage all of the previously mentioned practice areas, it's ideal for communication to be happening between these entities. A Social Marketing practitioner who doesn't know about upcoming site updates won't know when to do their jobs. Strong communication between departments means the team will catch things like whether or not the tracking scripts are still intact after a site update, and whether or not they need to make the annotations in analytics for notable events. Annotation-worthy examples include a product or campaign launch, a new speed fix, etc.
The most successful Social Marketing programs we’ve built contained the right combination of both the head and the heart. Content is the heart of SEO. Content must convey sentiment for people to be able to empathize and connect with it. Analytics, website optimization, and the more technical aspects are governed by the cogent side the head.