- Takes a long time to create content without using that content to encourage people to link to your website (which improves Google rankings).
- No organic traffic benefits from your Social posting because you don’t know how to post for organic benefits.
- Not using Social posts to find influencers.
- Use onsite content to satisfy visitors (Bob) intent when they land by creating “teaser” posts on Social media.
- Make your content shareable and useful to link to from Social media.
- Create content Bob wants to see then deliver an initial taste on Social and the full version on your website.
Without Having To:
Spend lots of time creating posts and/or paying for the wrong ads.
Using Social Media to help your website rank better in search engines.
We won’t go into onsite website optimization here because that depends on what website platform you are using, such as WordPress, Squarespace, Shopify etc. But remember in an earlier lesson I talked about attracting links to your website.
We highly recommend learning how to optimise your website for search engines here: Online SEO training by Yoast We will cover more of this topic in our monthly webinars.
The general consensus among online marketers is that you can’t get links or ranking benefit from Social Media Activities. The general belief is that Google ignores Social Media.
While on a technical level this is correct – sort-of, when it comes to platforms such as Facebook, Twitter, and Instagram, it is less true for platforms like Google Plus and Pinterest. That theory also doesn’t factor in that Google ranking factors are heavily influenced by the relationships your profile has with significant “authority” brands, and also user engagement. By user engagement, I mean how long someone spends on your website pages. Google uses this data to determine how “useful” and “relevant” your content is to your audience. If people are engaging with your content, then Google’s algorithms are going to want to know where those visitors came from, and what semantic relationship or relevance the source of those visitors has to your website.
So if a bunch of people visit a website from Social Media, and stay engaged with that content for a significant amount of time, Google will see their page as interesting and relevant to that audience. Perhaps more interesting and relevant than competitors.
Search engines look for behaviour and delivery of satisfaction onsite. If you do a good job of that, Google rewards you for it! If you read between the lines, that means good RELEVANT content of your Social Media platforms that leads to more relevant and engaging content of your website. That helps your rankings and therefore organic traffic.
Quality is important over quantity!
The opposite (sending poor relevancy traffic to a page) is also true. If you link to irrelevant content and you have a high bounce rate on your pages, it can have a negative effect on the landing pages rankings. It can affect more than one page – so as we keep emphasizing throughout this course, time spent on the right things and not feel pressured to produce a lot of “noise” type content will keep you ahead of the game – long term.
Now that you understand this concept – you can see why quality is so important. It doesn’t matter what people say about how Google or other search engines index social media websites, only how relevant and connected you are as a brand and website.
Links from Google plus and to some extent Pinterest are indexed and counted by search engines.
To search engine optimization specialists like myself, links to a website have always been the basis of achieving high organic search engine rankings, and therefore quality traffic to a website.
Even with the advent of social media, links to your website are still crucial if you want your website content to rank well in search engines.
Authority websites like MOZ.com still consider links as a staple requirement for long term traffic success.
The rules when I started out were: In order to achieve links to your website you needed to:
- create content on your website in the form of articles, blog posts, or other content based websites.
- create content on your website and encourage other people to link to it from their websites.
This same principle still applies today, exactly the same as before the days when social media didn’t exist (way back in 2005 when I started Internet marketing).
The only difference is, with social media, we now have a lot more opportunities to find people who may choose to link to our pages. We knew we had to work hard – or smart – to find them. It is and was a confusing and time-consuming process learning how to do this. Anytime people use the “shotgun – fire as many shots as possible” approach – where quality is not a consideration, there is a penalty to pay. That is a reputation penalty, with your audience and search engines alike.
Today, I see people spending so much time on social media creating social content frantically trying to push out content, and drown out competitors. It is just another shotgun approach to my time-tested eyes.
That’s also a huge amount of unnecessary pressure!
It’s a very costly way to promote a business.
It’s the well thought out content on your website that social media points to that is actually the most important part of the equation.
As someone who has been a search engine optimisation and conversion specialist for over a decade, my focus is still on creating quality content that satisfies readers and qualifies as content worthy of being linked to.
Not only do I want to create content that my audience will link to, or share on social media, but more importantly is worthy of being linked to by authority websites and influencers that my audience may already follow.
If I have good strong link with the content on my website, then I can promise the benefits of clicking to that content on social media. Social media is just a platform to offer a preview of something bigger and better on site.
Content is an opportunity to deliver something of value and build trust with your readers on your website.
Here is one example:
You can put links in your social content that say “share on Google plus or Pinterest”. Then if someone shares your content on those platforms, they have just created another link to your website.
- It is ideal somebody shares your content complete with its link to your website onto a platform like Google Plus or Pinterest.
- It even more ideal if that post then gets shared by other people and therefore multiplies the number of links back to your website.
But not all posts you create will be suited to adding share links like this.
Every post that you create ideally should have a link in it, making it easy for people or influencers to cut-and-paste, share or embed your content.
People are much more likely to save or share content that offers long-term value or that they want to be able to refer back to at a later date.
If you keep this in mind when you create your content and ask yourself every time you post anything… “Can I use this post to link to something highly relevant content, content that offers more helpful content as an extension of this social post”, then do it.
If the answer is YES, then link to that content”.
Think about all the ways you can deliver value, or engage your audience first on a social media post, then expand on that on your website.
If you do this, you will program your mind to create content, off and on-site that is link worthy. If you do this, you are making the most of every possible potential benefit from digital media marketing.
We also teach you how to optimise your actual website pages for optimal ranking in Google search engine ranking – so your page can compete for the topics your Bob is searching for. This we do in our one on one consulting and webinar sessions.
We cover linking plans and strategies in detail in our webinars. Download your Lesson7 Worksheets (PDF) to get started planning your Social marketing. Refer to your chart as below to plan what pages you can link your Social media posts to.