SEO Has Gone Social

Monica Romeri
Monica Jade Romeri Founder and CEO, Darwin Digital Content

Posted on February 15th 2014

SEO Has Gone Social

Search engine optimization is not dead.  It is alive and well; it has just gone social like nearly everything else.  Social media has come to be a dominant force in everyday life, including marketing and business.  Attaining SEOSocial SEO success now depends in large part on the social capital of your content.  Although keyword research still matters, content writers should focus on creating highly shareable content first and foremost.  Every time your content is liked on Facebook, tweeted on Twitter, “+1ed” on Google+ or shared on LinkedIn, it receives a stamp of approval—boosting its reach, increasing website traffic, enhancing SEO, and inciting greater lead generation and conversion.  

Embrace Google+ and AuthorRank

Google AuthorRank has shaken up inbound marketing and SEO in a big way.  Due to AuthorRank, the social media influence and reach of content creators has a major impact on their search rankings.  If you are serious about SEO and online marketing, setting up Google Authorship is a must. 

Create an ample Google+ profile—featuring your main content topics in your introduction.   Get engaged, participate on the social network frequently, share great content often, and establish online relationships with top industry thought leaders to foster your influence and credibility on Google+. 

Attain Reach with Content Syndication

High rates of social sharing let Google know that you are publishing valuable content, which is appraised as share-worthy.  Search rankings factor in the social exposure—+1s, likes, retweets, followers, inbound links, etc.—and influence of content and the authors who create it.  After creating highly shareable content, you should maximize its social exposure by syndicating it on relevant and respected niche websites, such as Social Media Today and Business 2 Community, and popular social bookmarking sites, including Tumblr, Scoop.it, Digg and Delicious. 

Use Coordinated, Social Content Promotion 

To get the ball rolling with social sharing, post your content on at least the big four social networks: Twitter, Google+, Facebook and LinkedIn.  Also, make sure you have social icons and social sharing buttons on your blog to encourage content curation.  Amplify your social presence with coordinated cross-channel social promotion, which calls for a planned marketing effort across all your social media channels, such as Facebook, Twitter, LinkedIn and Google+. 

Aim to be consistent in message, while customizing your content for each social media channel.  Honoring the unique culture of each social network is a hallmark of native advertising, which can significantly better the social promotion of your content.  For instance, LinkedIn updates should not look like tweets jam-packed with hashtags.  While tailoring updates for each of your social channels, use a common theme to unite your original content and create a synergy so that Facebook posts, LinkedIn updates and tweets have a greater combined impact than they would if created out of synch. 

Leverage Email Marketing

Utilize email marketing to further amplify the reach of your content.  Always send a message announcing new blog content to your email subscribers.  Do not include the complete published post; just provide the introduction and a link—bringing them back to your blog to read your full post.  Once your subscribers land on your blog, they may remain on your website to explore your product or service offerings. 

All the tactics discussed above will be most effective, if you are already publishing highly shareable content.  If you are in doubt, check out Viral Content Creation Demystified and How to Create Google-Friendly Content.  A complete inbound marketing plan can supercharge your SEO, content creation and social media efforts to help you achieve your business objectives.  An inbound approach addresses each facet of your online marketing to create a robust synergy.  Inbound marketing can help your content achieve greater social reach, get recognized by Google, and climb the search rankings to help you attain real industry influence and an enviable marketing ROI.

Monica Romeri

Monica Jade Romeri

Founder and CEO, Darwin Digital Content

Monica is Founder and CEO of Darwin Digital Content, a performance-based content marketing agency.  DDC delivers highly evolved and strategic content creation and marketing services to help clients—big and small—attract their target audiences and drive revenue.

Monica has a proven track record of publishing captivating, persuasive and elegant content. Her background in sociology and interest in group dynamics facilitate her development of unique and provocative and yet highly relevant content topics and strategy. Her content has trended on LinkedIn and been featured on SocialMediopolis, Jeremy Goldman’s daily Social 6 and Yahoo! Small Business Advisor. Monica consistently incites seriously high rates of website traffic, social content curation and lead generation and conversion. For all her latest content, follow her on Twitter: @MJRomeriDDC.

The Darwin Digital Content team can breathe life into any topic—attracting a significant captive audience, enhancing SEO and amplifying online influence to help clients reach and surpass their content marketing objectives. DDC creates blog and premium content and also offers strategic content consulting, editing services and social media marketing.

 

 

 

 



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Comments

Albertis McCray
Posted on February 16th 2014 at 11:59AM

Solid article Monica. I think SEO is actually getting easier because content is truly king. You have a new follower.

Regards,

Albertis McCray

 

Monica Romeri
Posted on February 17th 2014 at 5:41AM

Thanks for your comment Albertis. I appreciate it, and I am glad you liked the article.

NCompass
Posted on February 18th 2014 at 5:00AM

Monica, I have to disagree with your article in quite a few ways... You've jumped onto the Google Plus bandwagon, but more homework is needed, you've recommended more Social Media precisely at a time when Businesses are seriously asking why?  All the 'shareable' content where will it all end.

Google Place a ton of weight on masses of factors when it comes to SEO, Social Media still makes up a tiny percentage of that.  Facebook is almost entirely ignored by Google, the number of Followers on Twitter is not counted. And the whole Google Plus thing is questionable.  Google aren't yet placing significant SEO value on Google Plus.

What's good is that you've started the debate.  What's bad is that neither you nor I have many actual facts to go on.  If anyone else wants to join in this debate - great - otherwise, Yes I know we've got to do Social - but it's not yet showing signs that is it worth it and what we all need to do is avoid jumping on the band wagon because it's there,

Jay North
Posted on February 18th 2014 at 5:35AM

Great work Monica. I agree that social media plays an important role in SEO for business marketing. Thus sharing high quality content could add an effective part in the process of SEO. 

Monica Romeri
Posted on February 18th 2014 at 5:42AM

Thanks for commenting Jay.  I agree with your points.  Content is at the center of any type of marketing success.  Highly shareable content can boost social influence and thereby enhance your SEO.

Jasonmillerca
Posted on February 19th 2014 at 4:41AM

Interesting post Monica, but a few things to keep in mind. 1. Google has very recently de-emphasized Authorship and it no longer carries the rankings weight that it once did. 2. Social signals do not influence Google rankings, Matt Cutts clarified that last month. 3. Syndication can be seen as duplicate content and if not done properly with orignal author attribution it can actaully do more harm than good. 

With that being said, I wouldn't be surprised to see Google move towards using social signals in the future as it will be easier to do with the latest Hummingbird update. It's a pay to play world in social so I would advise to start putting budget behind your own good content. The world doesn't need more content, it needs more relevant content. That's where we are right now. 

Jason

Monica Romeri
Posted on February 19th 2014 at 10:22AM

Building authority with the content you create and distribute properly is of great value.  You can understand an author's authority by how much people are sharing the author's content and discussing it.  Social content curation impacts the reach of content, which can and does affect author and brand recognition--increasing website traffic and enhancing SEO as a result.  SEO is about more than link-building.  I syndicate my content with proper attribution on Social Media Today, and it pays off in numerous ways, including exposure, social media reach and website traffic.  

Nathan Safran recently published a great piece on Search Engine Land:

Authority Is The New Links: Reading Between The Lines Of Matt Cutts’ Guest Post Critique

http://searchengineland.com/authority-is-the-new-links-reading-between-the-lines-of-matt-cutts-guest-post-critique-182926

Safran wrote:

"Cutts started out with some fairly strong statements about guest posting:

Ultimately, this is why we can’t have nice things in the SEO space: a trend starts out as authentic. Then more and more people pile on until only the barest trace of legitimate behavior remains…

So stick a fork in it: guest blogging is done…

But he added an addendum to the post (and apparently downgraded the title from an even stronger earlier statement) that seemed to acknowledge that some of the sweeping dismissals of guest posting may have been a little too… well, sweeping. (A close read of the post comments suggest that readers may have “helped” him to realize this was the case.)

Added: It seems like most people are getting the spirit of what I was trying to say, but I’ll add a bit more context. I’m not trying to throw the baby out with the bath water. There are still many good reasons to do some guest blogging (exposure, branding, increased reach, community, etc.). Those reasons existed way before Google and they’ll continue into the future. And there are absolutely some fantastic, high-quality guest bloggers out there. I changed the title of this post to make it more clear that I’m talking about guest blogging for search engine optimization (SEO) purposes."

 

Jasonmillerca
Posted on February 19th 2014 at 12:05PM

I think you missed the point of Matt's statement. Guest blogging to manipulate rankings is done. Guest blogging just to be guest blogging is done. Guest blogging on reputatable sites with good content is and always will be a best practice. Just be careful how many places you syndicate. I would never want a syndicated post to outrank the original on my site. Also, Guest Blogging and Syndicating are two very different things. 

Jasonmillerca
Posted on February 19th 2014 at 12:05PM

I think you missed the point of Matt's statement. Guest blogging to manipulate rankings is done. Guest blogging just to be guest blogging is done. Guest blogging on reputatable sites with good content is and always will be a best practice. Just be careful how many places you syndicate. I would never want a syndicated post to outrank the original on my site. Also, Guest Blogging and Syndicating are two very different things.