A recent SEOmoz report reveals some interesting trends in the search engine optimization market. SEOmoz has been compiling SEO trends into an easily-digestible report every two years for six years now. A lot has changed since the 2009 report, but the most pressing change that we’re seeing is the significant increase in social media being used to generate search engine rankings.
Of the 112 SEO experts surveyed to complete the report, 100 said that social media presence influence has increased since 2009, signaling that businesses are already benefiting from getting a social presence off the ground.
Have you developed your social presence yet? Here are a few things you can do to start.
Build a Facebook Page and Share All Your Content
The goal of social media, as far as search engine optimization goes, is not necessarily to increase your site’s traffic through traffic from the social network. Instead, it’s to get as many people talking about and sharing your content as possible. Search engines interpret these signals to represent content that searchers want to find.
The first step to reaching this end is to build a Facebook page and start sharing your new blog articles and products on it.
If you don’t want to worry about doing any extra work, this can be as simple as syndicating your blog’s RSS to your Facebook Page through the Facebook user interface. However, there’s a chance, especially with a following, that you see more results by posting comments and linking to articles manually. You’ll be able to start a discussion on your page, one of the most important “signals” that Google’s algorithm is looking for: user interaction.
You can even start a discussion about pages that won’t necessarily improve your own SEO. By linking to a variety of sites, like news sites and prominent industry leaders, you are more likely to have your content shared, which will increase your number of fans.
Amass Fans, Followers, and Friends
There are a lot of social media marketing teams that purport to increase your number of fans and followers, but a lot of this new activity will be riff-raff, fake accounts, uninterested users, and otherwise bad friends. Not to mention, a lot of these individuals will start spamming your page with their own links. If you can focus on building your fans and followers organically by posting your Facebook page on your website and encouraging actual fans to sign up, you’ll get a lot more out of your social media presence.
Track Your Results and Steadily Increase Activity
Facebook Insights, an analytics application developed by Facebook for tracking your social media signals, will help you understand on a week-to-week or month-to-month basis the increase or decrease in your social media activity. If you can keep this graph trending up, you’ll start to see organic SEO results follow. Take note of which types of conversation your fans are most interested in by seeing which articles get shared and commented on the most, and start to plan your marketing strategy around this type of content.