With the link between social media and SEO success firmly established, your business should be thinking about how to optimise your own social media pages to help guarantee success.
Firstly, you need to ensure you are engaging with others on social media. There’s no point sharing your articles on these platforms if no one will actually see them, or have no reason to share them. Whatever platform you are using, make sure you are connected with the right people. It is well worth investing in tools like Klear and Buzzsumo, as they can help you find influencers talking about particular topics. However, don’t simply connect with influencers and hope they’ll just share your content just like that. Actually engage with them; comment on their posts, share their articles, link to these influencers in your own content and using messaging features to directly interact with them. This will encourage them to interact back, and ultimately will ensure they share your content.
Secondly, make sure you are posting content at the right frequency; if you post too infrequently your audience may forget about you, but too much and you could fatigue them. How often you should post depends on the platforms you are using; there’s no magic formula for this, although, for instance, people typically post a lot more frequently on Twitter than they do on LinkedIn. Check out what others are doing, and read some of the many online guides to social media marketing for businesses, such as this one by Sendible. This guide looks at post frequency, as well as other aspects you need to take into account for different platforms. For instance, it talks about the popularity of GIFs and images on Twitter, but how text-only posts are the way to go on LinkedIn.
Other things to consider include having a strong image on all your social media profiles, like an interesting bio and a good profile picture, using hashtags to gain greater visibility, and what platforms to actually use. LinkedIn is certainly a great place to start; the company recently told Digiday that comments, likes and shares on the platform are up over 60% year-on-year.
Social media and SEO can indeed work together, so more businesses should make this a primary focus when striving for SEO success.