There are two distinct steps in utilizing Search Engine Optimisation through social media: the first is to SEO your actual social media profiles to get the most out of them, and the second is to use your social media accounts in order to create traffic and backlinks to your website. There are several ways that you can SEO your separate social media profiles, in order to create an interest and reliability for your brand. The separate social media accounts allow you to link back to your website in the profile descriptions, and through linking posts from your website in your shared content on your profiles.
However, in order to successfully optimise your accounts, you must discover your way around each social media platform separately, and find out how to make the most of them through their different structures and methods. In this Part 1, we will explore Facebook, Twitter, Google+ and Instagram, and how you can optimise these social media platforms to improve your business.
Firstly, for all of the social media accounts, you must ensure certain things are on point, for example: you must use relevant profile pictures, headers or banners, descriptions, URLs, and links or linkbuilding. The various platforms have some differences, but these are usually similar, and you must ensure the information is fully correct.
This is Part 1 of our Guide to Search Engine Optimising Your Social Media explaining how to utilise your social media profiles, and make them work for your business:
This social media account is arguably the most widely used platform at the moment, and it is very important to get your business and brand on Facebook as a company page. Firstly, in creating your account, you must include the correct business’ title for your page title, and make sure that name is also in the Facebook URL, as well as company description. Facebook allows you to write a short description and a long description, however it is advised that you mainly keep to the short description of fewer than 170 characters. This should be a very brief, but conclusive description, and include keywords as well as your website URL. The reason for this is because the Facebook description is searchable, and keeping it brief but informative is the best way to garner attention for your page.
In order to create interest and ensure people are incentivised to click through to your website, it is important to update your page regularly, and utilise fresh, unique content. This content doesn’t solely have to be from your own website, and it helps to link relevant content from other sites and platforms. However, it is paramount to motivate people to access your website, so always link content and new posts from your website when you can. As well as linking to your website, it is also beneficial to link to other social media accounts in your social media information and descriptions. For example, using Facebook’s longer description as a place to link your other social media accounts, as Facebook doesn’t have a clear place to link to them. It is also paramount to link to your Facebook account from your website, and generate a “web” of links between your website and various social media accounts.
Asides from linkbuilding, another way to SEO your Facebook profile is through adding people and inviting them to “like” your company page. You can do this through your “friends” list, and try to create an interest in your brand. It would also be useful to encourage people you know to share your company page’s content, and invite other people they know to “like” your page as well. The most important way to utilise Facebook is to make sure you are social and able to connect with people easily, and this matters most with other social media accounts as well.
As well as using a suitable profile picture and header, as with other accounts, it is very important to create a relevant, good description for your Twitter account. Twitter works through searchable hashtags, and using hashtags in your description helps you rank higher in Twitter search rankings. Make sure your company name is correct, and your description is relevant and utilises hashtags related to your business and brand. Also in the Twitter description, similar to Facebook, it is important to include your website URL, and keep the description brief overall.
Hashtags are also important, and easily utilised, in your shared content and “Tweets”. As well as helping your Tweets to become more search friendly, hashtags are also used to create trends on Twitter, and people can view the most widely used hashtags at any specific time. It is important to keep relatively up to date with trends on Twitter, and understand the keywords and topics that Twitter users are exploring. Asides from hashtags, another way to make the most of your Tweets and share content that creates interest, is to utilise other media, including images and videos, in your Tweets. Also, create links to your website, and share your created content and posts on that site, as well as creating links amongst your other social media accounts. Similarly, ensure that your website has a link directing your users to your Twitter account, as well as other social media profiles.
In regards to generating followers on Twitter, it is important that you follow people in your industry, niche, or who are similar. Also, aim for the important people in your market, and try and make your presence known through Re-Tweeting them, and following their followers. Encourage people to follow you back, and engage with you and your brand through your Tweets, which will ultimately build a presence for your account. Again, the key to Twitter is to be as social as possible, and make the most of your account in order to benefit your business.
Google+ is obviously Google’s favourite social network, which makes it the social media platform that can be most Search Engine Optimised. Also, Google has access to all of the data on your Google+ profile, so everything will be used in creating your search ranking. Other social media accounts don’t give Google access to everything, which makes Google+ more important to make fully SEO throughout the profile. Therefore, after you have created a good, relevant profile picture and header for your Google+ profile, you will need to include a good description. Google+ has a slightly differently set out structure to other social media profiles, however.
For Google+, you would include the description in the section titled “Tagline”, which is equivalent to the brief, keyword-ridden, description on your other social media accounts. Google+ also allows you to include a bigger overall company description in the field titled “Introduction”. In this field, it is important to include as many correct and relevant details as you can, including a link to your website or blog URL. On Google+, there is a field titled “Other Profiles”, where they allow you to add links to your other social media accounts easily. Remember, all of these sections are searchable through Google, and thus it is paramount to utilise keywords and correct information. There are other fields in which you can upload more details and descriptions, including your contact information, which would come up easily in a Google search. Also, make sure to fill in other relevant fields with as much detail as possible, which will all help your business’ reliability.
As far as using Google+ to improve your SEO, it is important to share interesting, relevant content from the Internet, as well as from your own site. Ensure that you share multimedia along with your text posts, such as images and videos, and lots of unique, fresh information that your users will find appealing. Also, link back to your website and share created content from your site, as well as other social media sites. Google+ is all about building connections, and encouraging people to connect to your profile by showing that you are a reliable and well-established business and brand. Another way that Google+ can be utilised to improve the quality of your business and brand, is that you can use it to create a Google verified authorship. This simply means that you can get your name and picture displayed in search results next to your written articles. Google authorship increases the quality of you and your brand, and signals that you are an expert in your field and business niche.
Google+ is, simply put, the most Search Engine Optimised social media account out there, and it has become more important to get your business established on there in order to create reliability for your potential consumers. Using Google+ improves your search rankings straight away, and it is the most important profile to keep up to date and completely keyword-optimised. If your Google+ profile improves in search rankings, it will impact well on your website search rankings, and generate a lot more traffic for your business.
Instagram is undoubtedly the most important image-sharing social media platform currently. Images have become one of the most important ways to utilise social media marketing recently, and Instagram makes it easy to share creative, interesting image content. Businesses have begun using Instagram more than ever, and use their social media account to share insights and interesting information about their business and brand with their consumers.
Instagram makes it possible to become more Search Engine Optimised as it also utilises a hashtag system, where users can add a description and hashtags to their images, in order to make them more searchable and user friendly. Instagram also makes it easy to input these created images onto user’s other social media accounts, including Facebook and Twitter, which enhances your web of links and generates more traffic back to your website. Also, if you make sure to create your Instagram business account as an open, public profile, it can be reached and accessed by a wider audience who don’t need to have their own Instagram profile.
The image platform differs to Pinterest, which also works as an image-based social media platform, as Instagram promotes unique user-created content, rather than Re-Pinning other users’ content, which Pinterest is based on more. This means your business can utilise the platform to become more user-friendly and accessible to your consumer base, and share content relating to your business, or workspace, for example. Also Instagram doesn’t require a lot of written description or content, so it is important to utilise your username as your business title, and give a brief description in the header.
Instagram works on a follower basis also, making it important to follow important people in your business or market, and try to encourage followers from people interested in your niche. Also, you can get people to connect and engage with your shared content and images through utilising hashtags and searchable keywords, where users can “like” your images and connect with you directly. Instagram is becoming bigger and more popular than ever, and is not a social media platform to be underestimated.
for Our Guide to Search Engine Optimising Your Social Media – Part 2, where we’ll explore how to SEO your business Pinterest, YouTube, Vine and LinkedIn accounts!
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