Google recently released an update to its ranking algorithm dubbed Panda 4.0 in an effort to improve search results. Sites in violation of the webmaster guidelines were heavily penalised while quality content sites were rewarded with better rankings. The update has made it clear that SEO has dramatically changed.
Diversifying marketing efforts is more important than ever as relying on a single channel is incredibly risky.
Keyword focused content and link building were highly effective in the past. But these same practices could now lead to ranking penalties. Constant algorithm changes necessitate the need to develop a solid marketing foundation that can withstand new updates.
This includes implementing and maintaining a strong social media presence.
A marketing strategy that leverages social media ultimately means better rankings and higher visibility in the search engines. But these are not the only advantages. The following is how a strong social media strategy can benefit and complement your SEO.
1. Reach Your Target Market Faster
Top rankings can practically guarantee targeted traffic to your website. But one major drawback is the time it takes to secure those rankings. Paid search advertising is always an option but can be rather costly depending on the industry.
Social media allows you to share quality content across your networks and engage directly with potential customers. Facebook is undoubtedly the most popular network with nine million Australians logging in every day. Other platforms include Twitter and YouTube.
The key to driving results is by sharing engaging content and actually engaging with your market.
2. Drive High Quality Traffic
Most backlinks are simply for SEO purposes and rarely bring in traffic. But this is not to say that backlinks are ineffective as a quality link increases the authority of your site. A content piece with a link to your site could also get picked up by a major publication.
But the reality is much more different.
Social media has the potential to drive targeted traffic especially if the post goes viral. A consistent strategy that involves exceptional content differentiates your brand which then attracts new customers to your business. Content examples include:
- Blog posts
- Case studies
- Event coverage
3. Establish Search Engine Authority
Backlinks carried a significant amount of weight as they were used to gauge a website's popularity. In general, the more links a page had the higher it ranked. But the Google Penguin update heavily penalised websites engaged in manipulative tactics to increase rankings through excessive link building.
Links still matter but social links have become increasingly important.
Numerous studies including a ranking report from Moz demonstrate a high correlation between social signals and rankings. One of the key findings in the study found that, "Social signals were some of our highest correlated factors, with Google+ edging out Facebook and Twitter."
Social media then can not only lead to better rankings, but can also improve authority in the search engines. This ultimately translates to a stronger competitive advantage online.
Google is constantly releasing new algorithm updates to remove low quality listings. Building a website that delivers quality and engaging content has never been more crucial. But equally important is developing and implementing a strong social media strategy to complement SEO efforts.
Whether your business has yet to invest in a social strategy or current efforts are failing to generate a return, we can help. Contact us today to request a digital marketing consultation with our team for details.