Now more than ever, small business marketers are charged with improving performance with fewer resources and shifting budgets from print and direct mail to online digital strategies like SEO and social media.
A small business owner can get some killer benefits from mixing SEO and social media marketing methods…from increased social network discovery through search…to getting more links for improved SEO with social media. Cool, right?
Making the most out of mixing your SEO work with social media promoting strategies can be accomplished with a plan that identifies the crowd you are after, the goals you are attempting to reach as well as a creating a replicable system.
From a selling viewpoint, you can glance at the advantages of SEO and social media in a couple of different ways.
First, kicking off a social media promoting program without optimizing content is putting the cart before the horse. Helpful social content ( blog, video, pictures, audio ) that can’t be discovered via search is a lost chance to reach a potential customer that’s actively trying to find it.
However, on the flip side, implementing SEO programs without leveraging the content distribution and linking advantages of the social web makes link building for SEO an uphill battle. The character of the social web encourages collusion : sharing, voting, commenting and linking. You can see example of this at the top of the post (Digg, Tweet, Facebook Share) and bookmarking options at the bottom of the post.
Preferred social content gets exposure, traffic and may lead to a serious number of topical inbound links. Content + Links = search site Success.
However you look at it, SEO and social media work best together so long as there’s a framework for doing so. A way to build SEO and social media programs efficiently is to follow a social media blueprint :
1.) Find the fans. Understand their behaviors, preferences, techniques of publishing, and sharing. Most firms that are concerned with the social web in the channels where their clients spend a little time have a good sense of where to begin.
2.) Outline your objectives. Objectives are usually driven by selling or sales, and SEO has always been at once responsible to serious enhancements in web sales. Social media isn’t direct promoting though , so different objectives and measurements apply.
The job of SEO in a social media effort is to at once influence discovery of social communities or content thru search.
Perform a search for Zappos on Google, as an example, and you will easily find more than shoes : Twitter, Blog ( blog ) and a YouTube ( YouTube ) channel are all on the 1st page of search results.
3.) Create a game plan. The game plan for reaching objectives in a mixed SEO and social media effort will probably target content and interaction, since it is content that folk discover and share. Whether a keyword-focused methodology for reaching goals means publishing new content or making a break for consumer-generated content, it must involve active promotion and simple sharing among members of the community.
4.) Make a tactical mix. The tactical mix for a social media selling effort relies on doing the homework of finding where the targeted audience spends their time online interacting with others and sharing content. Whatever the tactical mix is, it is an investment in time and relationships not a short term link dump to plug optimized link bait.
Lots of the content creation and promotion for a social media selling effort occurs in the tactical mix and, of course, that suggests improving content for keywords. Extend the value of your investment by involving SEO within a social media marketing effort and vice versa, small business owners and small business marketing pros can extend the value of their investment.
Well optimized social media content advertising efforts can attract new network players thru search.