Aligning SEO and Social Media for Business Enhancement


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Social signals can influence SEO efforts. This article discusses ways of aligning SEO and social media for business enhancement. You need to determine the impact of social signals on search engine optimization. For that align your key performance indicators for instance, sales and conversion goals.

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Aligning SEO and Social Media for Business Enhancement

  1. 1. Aligning SEO and Social Media for Business Enhancement Tulsa, Oklahoma Call Now: - 1-800-670-2809 Website: -
  2. 2. The overwhelming popularity of social networking sites is considerably influencing search engine results, particularly Google search results. We can now find personalized rank results, prominent results with rel-author and # searches that incorporate G+ hash tag queries as a part of Google search experience. Thus, social media optimization strategies are becoming indispensable for your SEO efforts. Warren Lee, SEO Manager at Adobe, did a presentation at SMX (Search Marketing Expo) East 2013 which explains how to go about aligning social media and SEO. According to him, if SEO focused on content, website architecture and linking earlier, now identity, relationships and content have assumed more significance. Relationships include personalization while identity-based signals include agent/author rank (if a given author / agent has high reputation score which indicates an established reputation for being the author of a valuable content, then other content authored by that same agent will be promoted more than that from less reputable agents), relevancy and engagement graph (how the audience as a whole view your content). Data Alignment You need to determine the impact of social signals on search engine optimization. For that, align your key performance indicators (KPIs) for instance, sales and conversion goals, keyword data and study how they correlate with social signals. Use the social data thus obtained to inform content marketing strategies. The social data will tell you what websites your audience frequently visits when they are not on your website and what content circulates among them most. This information will help you device your content marketing strategy to deliver meaningful content for your customers wherever they happen to be online. So, data alignment does not mean merely sending out your marketing message through social networking sites but listening to your audience in those sites more.
  3. 3. Strategic Alignment Coordinate with various departments in your organization regularly to discuss alignment opportunities and build tactical steps and strategies accordingly. Collaborate with the social media teams and conduct training and implement best SEO practices, establish keyword research support, perform linking recommendations and support rel-author implementations. Use a variety of tools to enhance SEO efforts in social networking channels. BrightEdge is an efficient tool that can provide comprehensive analysis of total organic search performance and complete business unit analysis. The tool can address the secure search challenge better and determine the number of tweets, likes and shares from social networking sites.
  4. 4. Innovation The innovations should be based on the social data, strategy and product support. Once the social data gives you insight into what customers actually want and where they prefer to utilize online content, you can develop a strategy that targets your customers. Always remember the virtuous cycle in which social conversations inform keyword strategy, keywords inform social content strategy, social engagement enhances search performance which in turn increases social signals and drives more social conversations. Warren Lee also explains in his presentation how Adobe scaled their efforts by aligning towards a multiple hub-and-spoke model that focuses on measurement, management, innovation and enablement. The company clearly defined social engagement policies, organized cross-functional training sessions and extended the value of social media into R&D, marketing, sales and support areas.