Blog items tagged with "web-presence"
Social media is an integral component of SEO and web presence optimization. Not only do some social media platforms have a direct impact on search engine exposure, but social media is essential to develop a cohesive and unified web presence.
Below are three common questions that I get asked regarding social marketing and it's impact on SEO. I will answer each question to the best of my professional knowledge and supported by my research based on the best practice of SEO and web presence optimization.
1. What are the Best Social Media Networks for SEO?
It's important to understand that social media can influence SEO in few different ways. Social media profiles and posts (e.g. Google+ pages, Pin boards, or Tweets) can appear in the organic search results. Although this might not seem like SEO, this content is indeed appearing in Google's results which can benefit a brand's search engine exposure.
From this perspective, almost all social media networks can influence a brand's search engine exposure. Pinterest pin boards, Facebook profile pages, Tweets and Twitter accounts, LinkedIn profiles, Google+ posts and profiles - all of these social media elements can get ranked in the organic search results. This would emphasize the art of web presence optimization.
Conversely, social activity can help promote optimized webpages via links (which is a more common and traditional perspective of how social activity can impact SEO.) For instance, a link from a popular Tweet can help increase the rankings of its destination URL. Similar, a Google+ profile can link to a great article. As a result, the article may obtain better rankings in Google.
With respect to the latter approach, only a few social platforms offer link value for SEO. I touch on this subject in the next question below.
2. Do Links from Social Sites Influence Keyword Rankings?
For most social media platforms, outbound links do not have a high degree of SEO value. An example of this is Facebook. Virtually all links deriving from Facebook are no-follow links and carry little to no weight for SEO. The core purpose of Facebook for you online marketing efforts should emphasize inbound marketing and web presence optimization. That is, marketing on Facebook should focus on building recognition in your brand and steering direct traffic to your content.
However, Google+ and Twitter are two common platforms that can offer SEO link value. Google+ profile links are in fact do-follow and many SEO experts have claimed to have seen increases in keyword ranking after implementing links to their pages from their Google+ profiles.
Additionally, Twitter links (especially when Tweets get re-Tweeted) can offer value for SEO. It's important to keep in mind that these platforms should be more focused on web presence optimization, and not SEO link building. This will only diminish the integrity of your business and brand.
3. What's More Important: Search Optimization or Social Marketing?
Both SEO and social media are drastically changing. In short, these mediums are merging into a more unified effort called web presence optimization. That is to say SEO and social media marketing is a holistic strategy, and neither SEO nor social marketing holds greater value. Rather, both of these mediums should be embraced for the best results.
Just do a little research on Google's Search plus Your World. This is a clear indication that search is coinciding with social. As a result, your brand should focus on a blended campaign that emphasizes web presence optimization, a combination of social engagement and search marketing.
Here at Click Centric SEO, we often focus our work on ecommerce SEO and search marketing (PPC advertising, etc) Any yet, when we work with ecommerce clients, we advocate a more cohesive approach that centers on managing an ecommerce brand's complete web presence.
Parallel to the evolution of SEO and Google's algorithmic changes is the needed to embrace a comprehensive strategy that focuses on various aspects of web marketing and online brand building. Web presence management is one of the best ways to define this new approach as it takes into account several key variables which we go into greater detail below.
Embracing Web Presence Management Cohesively
What's different about web presence management compared to other forms of managing and building an online brand is cohesiveness. This approach brings together several aspects of Internet marketing and branding, and each work together in unison to grow a company's online presence.
The questions below reflect the primary components of web presence management. Answering each questions honestly might shed light on where you can improve the optimization and management of your ecommerce brand's web presence. For additional resources for web presence optimization, visit our sister company, WebPresenceGroup.net.
Are You Investing Enough In Social Media?
Investing in social media comes in many forms, such as:
- investing time and energy building a social media presence on Facebook, Twitter, Google+, LinkedIn, Pinterest, etc.
- investing in social media advertising to reach new people to grow your audience
- investing time and energy finding quality content to share
- investing in the interaction and engagement with your audience
The social media presence of your ecommerce brand will ultimately influence its growth in many ways, particularly SEO and domain authority. How?
This is the role having a content strategy will play in web presence management.
Do You Have A Content Strategy In Place?
A content strategy is the glue that holds together your social media and SEO efforts. The creation of kick-ass content that resonates with you target audience provides the tangible means of having something awesome to share on social media.
Not only can this awesome content conjure a lot of likes, shares, tweets, and other social signals (making your content more legit in the eyes of Google,) but any links stemming from your content can be magnified, especially when they direct to key money pages or product pages on the cusp of high rankings.
While there are many ways to embrace content marketing and creating a content strategy, get creative and tap into interesting means that will spark the interests of your target audience. For ecommerce, in-depth articles, product review videos, image-packed and idea-rich blog posts are just a few good places to start.
What Are You Doing To Improve Your Search Engine Presence?
Sure, you've done some SEO on your ecommerce site and made your product pages are keyword relevant. But that's just 20% of the SEO equation.
What are doing off-site to support your SEO objectives (i.e. link outreach, network, blogging, etc.)?
Are you experimenting with PPC advertising to market your money products on search?
Where are most of your links coming from and how can you diversify your site's backlink profile.
Again, web presence management centers on cohesiveness and exploring all avenues to cultivate success. Focusing only on link building, or only on social, will only pose limitations in the growth of your web presence.
The future of online marketing is changing. Diminishing are the days when keyword optimization, link building, and other traditional SEO strategies were all that was required to successfully rank in search engine results. As we enter 2015, SEO will slowly fall by the wayside as savvy Internet marketers use a new term: web presence optimization.
What is Web Presence Optimization?
Web Presence Optimization (or "WPO" as many are starting to call it) is a new online marketing strategy where businesses optimize content across all online platforms they are involved with. This is mainly via business blogs, social media pages, press releases, or the business website itself. Businesses now have to converge all their advertising platforms to improve their online brand visibility.
Why is WPO Approach Important to Business?
The greatest revelation in eCommerce today is that consumers are no longer looking for flashy advertisements but tangible information that can be used to make crucial purchase decisions. Consumers want to be educated about the product beforehand and know what they can gain from it. In other words, consumers want fresh, discoverable and relevant content about any product or service they are interested in.
Web presence optimization takes the focus away from mere advertising and channels it into building concrete and entertaining content that will generate new leads while maintaining old ones. This is not to say SEO is completely being tossed out the window. SEO is still at the core of internet marketing, only that WPO aims at spreading the various strategies of SEO on all search platforms used by internet consumers.
Components to Optimizing a Solid Web Presence
As a business, the first step to successfully initiate web presence optimization is to put more effort in its three key aspects namely content marketing, social media and search engine presence. Search engine presence will still rely heavily on the usual SEO tools to ensure your business remains visible to consumers on Bing, Yahoo! or Google.
Search engine algorithms have grown stricter and require diligent use of SEO techniques and strategies like generating backlinks, content keyword optimization, and SEO mapping to increase organic search listings. If you need your online content or social media campaign ranked highly in SERPS (search result pages) then you will need to pay attention to your search engine presence approach.
Content marketing is the new secret weapon for the business yearning to push through the cut-throat online competition and rich a substantial client base. Consumers are in need of new information every day thus it's the mandate of the business to update their content on blogs, article directories or press releases.
Google will also rank great content high-up on search results boosting your brand visibility. Content marketing accomplishes what advertising could not-educate consumers about the product, get them to like the product and trust it enough to buy it.
Social media is where business happens most today and every ecommerce company is looking for new ways to get users engaged on social media to create leads. Social media offers a ready advertising platform for company products and also an avenue to continue your content marketing strategy to potential clients. Your social media sites will require visibility in search engines. This means you will employ both SEO tools and fresh content marketing skills to get customers to notice your brand.
Web presence optimization is the future of business and all its three aspects-content marketing, social media, search engine presence- integrate together to boost brand visibility for businesses.