Social media strategy always has a direct or indirect impact on the SEO. Consequently, it doesn’t make sense to separate effective social media strategy from the enterprise SEO. And the companies who actually do that, usually end up with empty shell of a social media approach. At the same time, it necessarily doesn’t mean success when the two are coupled together. What matters at the end of the day is how well both are integrated and how smoothly they work together. Following are some of the ways to make sure that the social media marketing strategy moves hand in hand with the enterprise SEO.
Google keeps on coming up with updates like Hummingbird, Panda and Penguin to remove spammy websites and highlight quality work. Google Authorship is the extension of this philosophy of Google. Through Google Authorships, you are creating a verified connection between you and your content, and thereby enabling Google to identify the quality of your work. Once Google is assured about the quality of the human-created content, you stand better chance of attracting traffic in hordes.
SEO training for social media teams
As I said earlier, it doesn’t pay to separate the functionalities of SEO and social media strategies. Hence, it’s always a better idea to help social media team see a bigger picture with comprehensive training in effective SEO’s tools of trade. Once they understand how social media and SEO can work together, they will be better equipped to create powerful content.
Use of SEO elements in social promotion
Although giving importance to new content makes sense as it attracts more visitors, the high-priority evergreen content shouldn’t be ignored. Social media teams should use canonical URLs and search-friendly language to aid the company’s enterprise SEO efforts. Ideally, social media campaigns should incorporate three separate title fields in their content management system:
- On-page headline
- HTML title tag
- Separate title for social sharing
Integrated measurement and reporting
The analytics team should undertake social media reporting as well as SEO measurement to check how far their integration is working. For social media reporting, main analytics solutions can be used along with a variety of additional sources such as Facebook Insights, Bitly Enterprise and other management suites.