Since the rise of social media nearly 15 years ago, how the world connects has taken a major shift. From the early days of Classmates.com and MySpace to the billions of Facebook users and their “friends” who engage on a daily basis, any content developer who is alive and breathing knows the importance of maintaining a consistent and vibrant social media presence.
In an ever-connected culture that we want to fill with great content, it is important to remember that social sites depend on SEO (search engine optimization), and that the two are, in fact, interwoven. When working with organic, inbound social media strategies, the combination of a site like Instagram and SEO practices has the power to engage an audience and keep them coming back for more.
Connecting Social Media Sites with SEO Practices
While it’s true that content for outlets like Facebook, Twitter and Snapchat can be planned apart from SEO, content developers will find that using the strategies together will enhance marketing efforts.
An effective social media presence on sites like Twitter and Instagram are dependent on:
- Relevant hashtags
- Links to other outlets
As of this moment, Google does not utilize social media posts as part of the official search ranking algorithm. However, this does not mean that social media has no SEO value.
3 Ways to Build Solid SEO for Social Media
- Invest in high quality, authoritative content: Social media users want short bits of content, easily scanned over and simple to digest. It pays to utilize video clips, infographics, and images through mediums like Instagram. And with 600 million users, it’s safe to say that the potential audience reach is high.
- Build engaging and relevant links: Google now focuses on higher quality links, and social media sites in general have the potential to stand out as an authoritative presence. This makes it important to have relevant (and working) links in pieces of content and on social profiles like Facebook. SEO can be increased when content developers use social media channels as a marketing tool across the board. Google considers both authority and relevance when ranking results during a search. Relevance relates to how a need is met, and authority points to how trustworthy a source is. The higher in authority your links are, the higher your content will rank.
- Use social media as a way to promote your brand: There is so much potential across the mediums of Facebook, Instagram, and Snapchat when they are used as marketing channels, especially if you have the skills to build a following. As an example, Snapchat’s GeoFilters are special overlays that businesses can use to promote an event or a company logo. When it comes time to promote your brand, keep in mind that the site does not create web content, so it presents an opportunity to partner with outlets who can promote the event or special occasion. Connection with local press and social media campaigns can then be used to generate links.
No matter how you choose to connect social media channels with SEO, ever-changing technology is proof that there is a world of opportunity for content developers and marketers.