November 3, 2022
In the past, a single search engine optimization strategy could boost website traffic tenfold, back when the Google search algorithm was still in its early stages of development. Now, it takes a long list of smaller details to influence organic search traffic. Even social media can impact SEO, at least indirectly.
The audience for your business is made up of mostly the same people, regardless of the platform where you interact with them. Your messaging is what changes, not your audience. Social media can help you drive up your brand loyalty and trust with the same target audience that you want to interact with your website.
Think of your social media channels as an extension of your business’ website and follow these steps to boost your brand presence online.
Your website may be the main attraction, but unless potential clients and customers know it’s there, it will do little to impact the bottom line of your business. Social media channels can be the megaphone that you use to find the right audience and establish a relationship with them.
On Facebook and Instagram, review your audience insights and experiment with different interest or demographic targeting on your ads. If one interest resonates with your customers, try creating content on your website that includes that interest and market it back to the audience on Facebook. On LinkedIn, share your company values through organic and paid content. Your audience is more likely to agree and stand by your values. Working with you then becomes an easier sell.
Social media channels require a constant stream of high-quality content. Your audiences need to interact with something. Once they do start interacting, sharing your content, or simply liking or commenting on your posts, pay attention to the content that drives the most engagement. You can test that messaging that worked in organic posts within your ad campaigns as well, both on the social platforms and elsewhere, like PPC campaigns on Google Ads.
With social media platforms, you can experiment with your messaging practically in real-time, for little cost other than your time. Then you can use that tested content on paid channels with more confidence. Also, make sure to incorporate that tested, engagement-driving content into the content on your website. If it resonates with an audience on social, it may also resonate with your audience through organic search.
All of the reasons above talk about promoting your business on social for the indirect benefits to organic search. However, social signals are a minor ranking factor, which means the more interaction and engagement you have on your social channels, that lead that engaged audience back to your website, the higher your user experience signals will look to Google.
Ever since the release of Google’s Page Experience algorithm update, user experience signals are now more important than ever for competing on Search Engine Results Pages (SERPs). Just as Facebook and Instagram work hard to create the best user experience on their platforms, so should you. Focus on improving Core Web Vital scores across your website, especially on the pages that you’re sending traffic to from your social media channels.
Expanding your business’ presence online is all about finding the right audience, crafting a message that resonates with that audience, and building an engaged relationship over time. Social media platforms can be an essential tool for audience building for any business.
Those engaged audiences aren’t valuable to just social media alone. Increase your organic search traffic by sending that engaged audience back to your website. This can boost the social signals being tracked by Google and actually impact your SEO for the better. You might even find that social media is exactly where your potential clients and customers want to interact with your business.
Written by: 3 Media Web
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