How to Drive Up Your SEO Visibility – Social Signaling
As discussed in Part 1 of The Future of SEO, how well you rank on Google used to be about 50% “on site” and 50% “off site” elements. Where the future of SEO is going, it might be 30/70. “On-site SEO” makes sure that your website itself is optimized for Search Engine Optimization (SEO). One example of an off-page element is “social media signaling.”
Social media signaling is how well your social media program is supporting SEO standards today. Your SEO strategy now needs to encompass a social media plan.
When SEO Consultants like myself, are looking at SEO, we don’t look at it as a typical practice. Now it includes much more of what we call off-page measurements such as social media marketing, PR programming & online PR work. Another example of an off-page element is taking content (developed correctly) & distributing it on the Internet on relevant and qualified websites. These sites have industry focus and credibility with Google.
If your website is listed on another website – and that website doesn’t have strong trust & credibility related to your industry – this can actually hurt your SEO rank (where you’re listed on Google). This is one of the factors that we review in an SEO Audit. Majestic SEO has come up with “a trust ratio.” It looks at sites & how much credibility they have in terms of their trust in their own market area.
As these social networks are more & more tied into the search algorithm that Google and other major search engines support, it becomes more & more important for B2B companies to take social media seriously. As I mentioned, off-page SEO is now 75% of the work; social media pages account for a piece of that off-page work.
As an example, LinkedIn’s personal profile pages have good SEO rank when they’re developed correctly. Contributing effective content to your LinkedIn profile & Company page helps drive relevance to your site. Google+ is also very important from an SEO standpoint because it is a Google product. Google+ enables you to submit content that can be seen by any of your Google+ Circles, in what we call PSERP (personalized search engine results page or position). For an idea of how this works, see my Google+ Hangout Q&A Post on How to Use G+ for Business.
As an SEO & B2B Social Media consultant, I focus first and foremost on a plan for effective social signaling. What that means is first building out an SEO strategy that complements a company’s intended market position, resources, competitive edge & vision. Then we get into social media, which is generally the second step: I align the social media plan with SEO, which goes from broad to very narrow (daily activity).
For example, I do detailed Content Planning for my clients: A blog post, an article & even an infographic needs to support keywords, tags & categories. Then when we manage social media, we need to monitor those keywords.
With my own keywords, my hottest keyword is “digital marketing consultant.” I can tell you right now how I’m ranked for that; it’s something that I’m tracking on a daily basis. I’m tracking in the social networks:
Where that keyword is coming up,
What people are saying about it,
When the sales & media opportunities are, and then I’m taking action on those.
The same things that I do for myself, I do for my clients. Once we have the SEO plan, we look at, “Are those the keywords that really make sense?” At the end of the day, it’s all about driving sales. We can gain marketing insight while supporting your social media sales channel, with SEO. This is social signaling. So how are your SEO keywords helping to feed this new business channel? For a free Social Media Signalling phone consult, contact me.