A few years ago, getting on the first page of Google was the goal for most marketers. With the torrent of social media sites and the changes in Google’s search strategy, the future of search is now social in nature.
What does that mean?
In short, it means there are so many opportunities for searchers to find your business that you can no longer focus solely on Google, Yahoo or Bing to drive visitors to your site. It means you need to adopt a broader Get Found approach to your search tactics. Specifically, including Twitter, YouTube, Facebook, LinkedIn, Pinterest and other social media outlets in your strategy makes much more sense.
Your actual ranking on Google is now less relevant and overall website traffic to your site now becomes one of the key performance metrics for your search marketing tactics. After all, do you care if you’re on the first page of Google or the third page of Google, as long as your website traffic goes up month after month? The answer is no!
The key to getting that traffic up is using all the tools in your arsenal. Those tools include all the social media sites. Your prospects are already looking and finding businesses, products and services on all these sites and each of these sites is great at linking back to dedicated landing pages. That helps you drive conversions, the second key metric you should be looking at weekly.
Google is also now ranking social media content. They recognize that their users are looking for social content like reviews, videos, postings, comments and natural occurring conversations. Since they are prioritizing that content, making sure your content is part of the social conversation puts you in position to rank highly on Google.
Action Item – Define your list of keywords or keyword phrases. While you can have many, try to focus on the five most important to your prospects. By focusing your keyword strategy, you will be able to create content centered around those words, terms and phrases. Then post that content on social sites like Facebook, LinkedIn or Twitter.
Better yet, create a video that deals with that content and post it on YouTube. Make sure you use the keywords in the description and in the tag selectors. These help people searching to find your content. If you create dedicated landing pages for each, then you should have an idea which term is generating the most traffic and from what source. This helps you make adjustments to your marketing mid stream.
If you need a little help, join us for our webinar on the topic of Social Media, click here to learn more.
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