By Paul Morris
Now there are many Social SEO factors you need to be aware of; namely: Tech optimisation, copy creation, text link acquisition, online pr, competitions & promos, crisis management, article syndication, press releases, blogger engagement and reputation management.
…and whilst I have written a post before about the top 10 Social Media factors that affect SEO it was quiet a broad article and did not give much specific direction on what to actually do. As a result I thought it pertinent to document the top 6 social SEO factors you can influence.
Paul Morris note: the below has been written from a Social Media perspective as though an SEO geek was informing there social media department/ agency of what to prioratise:
Blogger engagement – Utilise SEO tools e.g. buzzstream and Google search operators to help find relevant bloggers to then contact. SEO’ers will use metrics that are different to the way social media teams measure influence. E.g. the social media team might use the bloggers knowledge of the sector, look of the site, where they come up on Google for a certain search term, etc however SEO practitioners will use parameters such as page rank, domain authority, do follow links/ the number of outbound links on the linking page, page relevance to the link/ client, etc. Combine the two for best results.
Note: Factors that are coming to the fore and will be used more going forward are the Author Tag and Social ranking tools such as Klout.
Twitter – You need to get as many good quality in bound links as possible. Quality is measured by: The more followers you have, the better the quality of those followers and the higher the relevance to your client the better. Desirable outcomes are a link back to a specific page you are trying to optimise on your website and retweets of your messages.
Competitions and promotions – Offer competitions and promotions on your site. Once the competition has finished 301 redirect the page so any inbound links pass link juice to another page you are trying to optimise. Facebook links are of a lower importance as most Facebook links do not count towards SEO but are still good at spreading the word and those Facebook links shared with “Everyone” or from Fan Pages are important (similar principle to retweets). The key here is blogger engagement to make people aware about the competition and also, linked to the above, retweet competitions are good for SEO as well (more for shorter term impact to be fair though).
PR syndication – Optimise Press Releases from a seo perspective. E.g. keyword density, anchor text, the correct pages chosen for destination linking, etc.
Link Bait – The ability to generate content that is worthy of linking to is key to Social SEO success. Develop great news, guides, infographics, etc that is either a/ on your site hence people need to link to it so they can digest it OR b/ syndicated out to interested parties and then try your damndest to ensure these sites link back with desirable anchor text.
Reputation management – if you have negative press on a search engine you need to work together to reduce the sites rankings down the SERPS. E.g. for McDonalds when searching on Google for ‘McDonalds review’ they have negative reviews at the top of the SERPS. They could work with their e social media team to get more favourable reviews further up the search results and knock down the negatives via link building to the positive sites.
As a closing comment you absolutely need to ensure your social media and SEO teams talk. Make sure you are aware of each other’s KPI’s and activity and where activity crosses ensure you coordinate so the whole is greater than the sum of its parts. E.g. coordinate what pages to optimise for your retweet competition, use seo and social media outreach to target & engage, monitor keyword rankings/ traffic/ sales to track effectiveness and then if the page dies after the competition ends ensure it redirects somewhere relevant.