How Social Media Has Changed SEO

The times when SEO was just about page titles and keyword density are now long gone. With search engines constantly updating their algorithms and introducing major updates at least 3 – 4 times a year, the game of SEO has changed forever. Although traditional and underlying SEO techniques are still applicable, one of the biggest influencers of those algorithm updates is unarguably social media.

Power of Google+, Facebook, Twitter and others

Whilst it took search engines some time to figure out how to use social media signals to their advantage, it looks like with the launch of like of Google+ search engines have finally realised that it’s not always about how great and complicated algorithm factors are. Google is arguably leading way in this area and it’s been proven on many occasions recently that social media signals from Twitter, Google+ and other social networks do help indexation and rankings. So more people talk about you in the social space, more likely they are to share the link to your site. Google and others monitor those links/mentions and will reward you for the effort.

Personalised search is there for a reason

Ok, I must admit that personalised search results did make SEO slightly more complicated, but despite calls from many SEOs, I do not think it killed it. Whilst before the personalisation was mainly based on your own web history and most visited sites, now Google started showing people from your Google+ circles who +1ed the page. There’s no need for a genius here to figure out that this is likely to be also included as a vote towards bumping particular page up in rankings (only when you’re signed in of course).

Bloggers are your friends!

You might be wondering why bloggers and what can we actually get out of them? Yes, I know that very often they are just needy creatures who will not do anything without getting something in return. Having said that, if you eventually get it right with the bloggers, the link juice will start flowing into your direction from all sorts of relevant websites.

There are two fundamental rules whenever you do any blogger outreach. Firstly, find the right bloggers. It seems to be easy, yet it’s very often forgotten. Do you really think that car bloggers are interested in latest fashion trends client you’re doing SEO for? Or what do you think when you try to approach the most influential blogger in that sector and ask them to do something for free? So except the common sense, try using tools that you’ve most probably been using already: Open Site Explorer to find bloggers who have already linked to you or competitors in the past, social media monitoring tools (e.g. Addictomatic) to find those who haven’t linked but mentioned your brand or keyword. If you have a pleasure working in a bigger team where you have a dedicated social media team, talk to them – they most likely talk to industry bloggers already so use their relationships (without ruining them with over-optimised copy or links).

The second rule is actually quite simple – approach bloggers only if you have something interesting for them. If your content, brochures, videos or anything you want to share with the bloggers doesn’t have any value (not for you, for them) then leave it.

SEO loves virals and infographics

Virals and infographics are by far the best ways of getting high number of quality websites linking back to you (as long as you provide the embed code that is). Virals and infographics have changed the way we do link building as suddenly it turned out that it’s in fact not online PR that’s the best link driving force, but social with its potential to grow links naturally and really fast. Come on now, what’s better than people doing link building for you, right? Whilst it’s still quite difficult to produce a multi-million YouTube views campaign, it a lot cheaper and easier to create cool and interesting infographic. If you then tie it all in with the blogger outreach discussed above, you’ll see how this all starts to come together.

Artur Jach Written by:

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One Comment

  1. Good and succinct post, quick to read and easy to follow. Well done.
    You have missed a letter however, in the last paragraph:
    “Virals a(N)d infographics are by far the best ways…”

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