Social media has changed just about everything in the last few years. If you aren’t active on social media regularly, you are never going to make it in e-commerce. How active you are plays into the whole ‘relevancy’ thing in Google. In short, if Google doesn’t see you on the major social media platforms, they think you are much less relevant than businesses who are. So what should you actually be doing?
You need to be 100% active on Facebook, there is no way around it. People often ask questions or leave comments on a business Facebook page, and if you don’t respond quickly, you look bad. You need to be posting at least once a week if not more, and it should be good content, not just ‘Happy Friday!’. A good example of ‘good’ content would be a link to your latest blog post. Try not to post links directly to products on your site that often, as Facebook can tell pages that are sales pages vs content pages, and will always show content pages more frequently on people’s walls. Remember, not everything you post will be seen by everyone who ‘likes’ your page. Facebook also has an excellent advertising platform, but that is a topic for another day.
Twitter is also a necessary evil, and that is a daily thing. Luckily here you CAN just say ‘Happy Friday’ as short posts are what Twitter is all about. They are increasing their character count soon though, so you’ll have to get a little more creative!
Both Pinterest and Instagram are extremely useful if you are selling bath and body products, fashion, jewelry, or anything that has a visual factor to it. You should be as active there as possible, as a simple photo of your product can reach thousands of people easily. What doesn’t work well on Pinterest or Instagram? Products like pool supplies, motors, office supplies, tools, etc. No one wants to see giant photos of that kind of stuff!
Likes, shares, retweets and other forms of citation are comparable to receiving an inbound link to your site. The more of these that you accumulate, the more it indicates that you are providing some sort of value, and the better it is for brand awareness and driving traffic to your site. Furthermore, based on the nature of social shares ” people share things that are helpful ” there is a correlation between great content and volume of social shares (another indication of the importance of remarkable content for SEO).
Furthermore, consumers now expect to be able to find brands, products, and services on social platforms. If they have a question they can tweet the company and expect a response. Similarly, consumers can use a brand’s Facebook page to research new products and read comments from consumers who have bought that product or used that service. Consumers can connect with one another online, sharing, tweeting and citing, which can help build brand authority and increase SEO performance.
The benefits of social factor
Active social media profiles drive high quality website traffic
The majority of links that are built by SEO companies do not bring traffic to your website. They are built to pass page rank to your site, which in return helps to increase the authority and power of your site, but as far as a traffic source it doesn’t do much. Sure, when done correctly in the form of guest blogging it can be a great traffic source, but we are talking about the majority of companies that just spread links all over in “hope” of improving rankings.
Social media drives REAL traffic to your website – traffic that is high quality! If someone is engaging with your company or brand on social media then there is an obvious connection or interest. These are the type of visitors that eventually turn into customers.
Social media gives you a team of “link builders”
Every piece of content that hits your website should immediately be shared on your social media profiles. This can result in your social connections sharing the content also, generating 100% natural links, something that Google loves!
Also make sure that your website content is easily shareable by your visitors. It seems like an obvious tip, but you would be surprised at how many sites exist out there that do not have social sharing buttons. There are many options to match the look and feel of virtually every website out there.
Social media are the new signals (think ”votes” for your websites popularity)
Back in the day a single link was a sign of a website’s popularity. The more links, the more popular the site was, therefore it would rank higher. It then became a race to build the most links without a care in the world in regards to quality. Google soon developed a way to give more weight to specific links and not value them all the same.
Then people began to game that system as well and then Google began to issue penalties to sites that were mass spamming just to build massive amounts of links. There will always individuals looking to win at the link game, but social signals are the newest way to gauge the popularity and authority of a website.
It is much harder to fake “real” social signals as they come from actual users. There are many fake social signal providers but the fake accounts do not stick long and soon disappear. Make sure to get your social media following to engage with your content and website, as it will help your SEO efforts.
Social media allows you to spread your online reach faster
The old school link building tactics involved getting your links anywhere, even if those sites had little to no activity. Social media allows you to put your website and brand directly in front of potential customers. Produce good quality content and share it across social media and watch others interact and share it as well.
This is where the “social” part comes into play. Don’t just put it out there and hope it gets picked up. Interact with your social following and get them involved. When they feel involved and truly connected to your brand it results in sharing on a regular basis. While it can be hard, make sure to dedicate time each day to social interaction.
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