There’s a whole load of debate at the moment about whether social mentions are going to become the new link building; and if SEO is eventually just going to turn into social media marketing.
My stance on this is that they are definitely two disciplines that should be intertwined to give a website the best chances of success.
No matter what side of the fence you sit on, the job in hand is to drive more relevant traffic to a website which should ultimately result in a sale or conversion of some kind.
With a background in SEO, social media is something that I’m very interested in and it’s certainly changing the game somewhat.
Good SEO has always been about getting people to engage in the content you produce, so therefore social media should by nature by the perfect companion to any good SEO campaign.
I’ve listed below some of the key areas in which I think SEO and social should be integrated in order to benefit each other, and help to bring more traffic to your websites or client’s websites.
Over the past few weeks link building has changed in a big way. Some of the low quality techniques such as blog commenting and link networks have been clamped down on with Google now issuing warnings in webmaster tools.
Many site owners who once relied on this kind of link building are now seeing significant drops in rankings and traffic. This may come as no surprise for many, but link building just got a lot more about marketing.
Trying to push your content out to as wide an audience as possible is much easier when done in conjunction with a successful social media strategy.
Having an army of people who will share your content will result in a quicker spread, more activity surrounding your website and of course, more links.
I doubt that links will ever be completely replaced as a ranking factor; but the way in which you need to get them is changing big time.
Creating content that is likely to be shared is no easy feat. It’s always been tough to ascertain what a particular audience is going to connect with, and also somewhat of a risk when creating that content.
If it works then that’s fantastic, but sometimes you’ll inevitably end up with a flop that for whatever reason just did not work out as well as you’d hoped.
Not only are social sites a great place to spread your content, they are also fantastic tools for getting immediate feedback on your ideas, and trying to research what may or may not work.
It’s quite powerful that you can now go to a similar brands Facebook page and quickly find out what’s connecting well and generating the most amount of discussion.
Before you start working on any content project go and fetch some real life opinions to help you build your strategy.
The Traffic Cycle
I recently had a conversation with somebody about where exactly social media fits into an online strategy. His opinion was that the brand’s website should come first, with social media coming in second place.
I personally don’t think that they should be separated out like that. In an ideal world they should work together to generate traffic, discussion and return visits.
It’s no surprise that some of the most successful online brands also have a very loyal community of fans to boot.
If your site sells products, then use social media to keep them engaged. Keep pushing content through your blog and encourage people to discuss via your social media channels.
Both your website and social media presence should generate traffic, with both places working hard to keep people engaged.
In essence this should form a continuous cycle of traffic, with new visitors coming in and then keeping them onboard with regular content and discussion.
About the Author
Jenny Quinn has worked in digital marketing for a number of years and currently heads up campaigns for The Jewellery Boutique, specialists in British contemporary jewellery. Browse a range of handmade pieces including pendants, bracelets and silver studs.