While creating excellent content is critical for any marketing strategy, it is insufficient. That excellent content must be viewed.
Social media can be beneficial to your content and SEO strategies on a variety of levels.
The next step is to implement these three strategies to improve its SEO while also increasing its exposure on social media:
- Find keywords that relate to buyer issues
- Arouse emotions with relevant content
- Target high authority domain influencers
Find keywords that relate to buyer issues
Traditional SEO targets keywords that match your offerings. Beyond high volume, low competition keywords, social media and SEO must work together. When choosing keywords, keep in mind the customer’s problem. Consider the buyer’s pain you can help alleviate.
Assume you own a local HVAC company and are advertising seasonal checkups. Your target buyer may be worried about her furnace breaking down this winter.
You could call your service “system analysis” and promote it on Facebook. Your customer may search for “new furnace cost”, “furnace maintenance”, or “furnace replacement” if her furnace breaks.
Use words and phrases your target buyers are likely to search before posting about “system analysis” on social media. Instead of corporate jargon, use your customers’ words and phrases.
This strategy will result in more shares and links to your site with keywords that buyers use to find your service.
Putting yourself in your customers’ shoes is the best way to find keywords that will resonate with them. Imagine yourself as a buyer trying to solve a problem.
What would you look for pain relief? Jot down some ideas, then use keyword tools to confirm your intuition.
Arouse emotions with relevant content
Some SEO experts follow a formula: pick keywords, sprinkle them throughout content, and make sure it reads well. They don’t consider creating meaningful content that strikes a balance between relevancy and usefulness, evoking reader emotions. If they did, they would quickly discover how easy it is to get audiences to react and share content on social media.
Your content must first evoke empathy in order to be effective. Think about how you can evoke an emotional response in your buyers that connects their pain points to your solutions. For example, a study on viral content found the top 3 emotions were awe, laughter, and amusement.
Search engine relevance combined with content that evokes emotions in potential customers leads to increased shares engagement and SEO signals that give your content extra authority.
However, you can also use social media sharing to create SEO content that resonates with the audience and attracts backlinks and rankings.
The ability to adapt the same content assets to multiple channels is called content repackaging. Your text article can be turned into an infographic or a video slideshow with subtitles.
Repurposing content into lead magnets works well.
Target high authority domain influencers
If you are familiar with social media marketing, connecting with influencers should be on your list. Adding awareness of influencers’ website authority will help SEO.
Buzzsumo is a great tool for finding influencers and site authority. In addition to traditional social media metrics like number of followers, it lets you search for influencers by topic. Plus, you can see the links they’ve shared to better match your content.
SEO has changed a lot in recent years. It’s not an island. SEO works best when it’s integrated into your company’s sales and web design/usability.