Search engine optimization has generated a significant amount of buzz throughout the years, especially in the digital marketing industry. Many web users don’t really understand what search engine optimization is and how social media marketing impacts it. The relationship between the two primarily has to do with establishing social media profiles, gaining social shares and leveraging high-authority social networks to establish quality backlinks.
Search engine optimization is defined as the process of affecting the visibility of a website or webpage in a search engine’s organic (unpaid) results in order to appear more frequently and prominently to attract more visitors to the site. One reason why content marketing has become so popular in recent times is because backlinks are primarily achieved through creating original content and having it shared on social media. When links to your content are established across each of your social media platforms they serve as a guide for search engines to understand what websites are credible and how they should be ranked for specific keywords. This will help your company to be found based on its social media content due to the specific keywords that are used on each of your social media platform pages. This is extremely important for (business-to-business) B2B marketing because it will help you to be found by and communicate with your target market. In addition, social media profiles generally rank well (often very high) in search engines. Each of the big social media platforms serve as authority sites that will often rank higher than a company’s own website. For example, my company’s LinkedIn page is ranking higher than every page on our website and has even climbed above a competitor’s website.
Another important factor to consider is that each social media platform is essentially a search engine. Many social media users are now searching social media for specific products or services. Oftentimes social networks provide more specific results than general search engines may provide. LinkedIn is the B2B connection hub and Slideshare has joined Youtube as B2B content hubs. In regards to the relationship between social media and search engine optimization the objective is to establish a complete presence on each social media platform. This will help you to get found more often on search engines by your target audience.
In closing, remember that a B2B company seeking your products or services will likely search for your company online to view your website, and may view a few of your social media profiles. Use social media to provide social proof and make sure that what they see in the search results reflect well on your company and promote your brand.
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