Google has taken over the world (wide web). Other search engines like Bing and Yahoo are popular as well, but Google is used by nearly 88% of the global population, making it the top search engine. Search engines monitor and make all the calls when it comes to several areas of an online presence including advertising, placement, search results and more. So, if Google has their eye on all things internet-related, they must have an eye on your social media accounts too, right? It raises the question, “Do my social media efforts impact my search engine optimization (SEO) performance?”
In short, many things impact SEO, and it is always a good idea to keep SEO best practices in mind when planning and executing other marketing activities, including social media. To help optimize your social media posts to improve search engine performance, check out these three strategies.
1. Utilize Relevant Keywords in Posts
Typically, social media posts are written with the hopes of gaining impressions and engagement. For example, you might write a post that says “Looking for more ways to A/B test? Have you tried these tactics?” This is a very simple way to write a post and in most instances will suffice. But to take it an extra step, think about including keywords to encourage tagging and indexing from the thousands of Google crawlers, which can help SEO performance. With this in mind, your post might be written more along the lines of “Looking for more ways to generate a higher CTR using A/B testing for your display ads? Get tips that drive B2B tech ads to the final destination.”
It might not seem like a big difference but look at the keywords in both examples. While the first is clear and concise, it does not necessarily utilize relevant keywords. The second post focuses on the keywords “A/B testing” and “B2B tech.” This signals to Google and other search engines that is what your post is about. It’s better to narrow a post and catch the attention of the right audience, gaining engagement and possibly a conversion rather than gaining a few clicks that mean little from a conversion standpoint.
SEO Tip #1: Build a list of keywords that are relevant to your company and product/service offering and weave them throughout social media posts.
2. Generate Website Traffic from Social Referrals
Generating website traffic is important. If you are familiar with Google Analytics, you also know that you can see what sources your traffic is coming from. For example, direct traffic (which means people type in your website address directly into the search bar) or organic search (which means someone searches for a keyword or phrase and your website shows up as an option on the search engine results page). Social referral means that someone was brought to your website from social media, whether it be from a post or a link in a profile. What are some ways to increase social referral traffic? Here are a few:
- Be consistent in your daily and weekly postings on your company content
- Always promote and include links to your content
- Promote content on all social media platforms (e.g. LinkedIn, Facebook, Twitter)
SEO Tip #2: Include links throughout content pieces and on social media to drive traffic to your website.
3. Optimize Your Profile Page
Once a profile page or social media account is set up, it is oftentimes forgotten about. Social media platforms periodically update their features and functionalities but you can miss out on several opportunities if you fail to take advantage of the updates. There are many components of a profile page, some platforms allow for more detailed information than others, but it is important to be on the lookout for where you can update when appropriate and with the right language, keeping in mind SEO and relevant keywords. Here are a few things to consider updating in your profile to improve SEO:
- CTA buttons
- Profile/page description or bio
- Links in the page info section
SEO Tip #3: Weave relevant keywords into profile descriptions.
Social Media and SEO: A Powerful Duo
B2B marketers know how important SEO is. With the constant evolution and advancements in search engines, data and more, it should always be top of mind to incorporate keywords and other SEO best practices when possible, especially on social media. Keeping in mind these three ways to optimize social media for SEO can little by little improve search engine and overall business performance.
If you’re looking for more ways to maximize your marketing efforts, contact us or request a free marketing consultation. Our B2B marketing services have helped a variety of companies establish and advance their marketing efforts and achieve success. Check out our portfolio to look at some of the projects we’ve helped deliver.