Search engine optimisation is a term that we hear mentioned so often these days and something that many companies devote entire departments and extremely large budgets to achieve. However, it is also an area that is constantly changing and evolving, which makes it a potential headache for online businesses. For example, Matt Cutts has recently announced that he believes guest blogging as a means to promote your business is officially dead, or at least dying. And if anyone should know about the future of search engine optimisation it’s Google’s Head of Webspam, Matt Cutts.
It used to be the case that a website’s content, its architecture and the amount of links back to it were the defining factors when it came to high search engine rankings. Well, there’s a new kid on the block today and that’s social media.
But How Does Social Media Improve My Business’s Online Exposure?
The simple answer is because search engines use social media signals to help rank content based on its popularity. Furthermore, it’s not just a numbers game, although that does help. For example, a URL that has been tweeted and then retweeted numerous times will inevitably see its search engine ranking improve. And if the person who has retweeted or shared it is an influencer (highly respected, good Twitter authority etc) then it will carry even more weight.
Unsurprisingly, Google Plus seems to be the social network that packs the biggest punch when it comes to improving rankings. The number of +1’s that a brand page has can significantly increase its organic search ranking. In fact, a social signal experiment conducted by the guys over at Tasty Placement saw an ordinary website increase its Google search ranking by 14.63% just because it secured 100 Google Plus followers.
Shrushti Case Study
Want more evidence? Well, take the experiment that Shrushti.com carried out. They aimed to rank a simple website for the search term “Argos Voucher Codes 2013” and their test site even had two lines of duplicate content (which we have known to have a negative impact). Okay, so this particular search term isn’t hugely competitive but nevertheless they jumped from around 400th to the 1st spot through social media signals alone. They managed to secure a first page ranking through +1’s, retweets and Facebook likes/shares in a matter of days.
Moz.com Case Study
When Moz.com published their “Beginner’s Guide To Seo” it was subsequently tweeted out by Smashing Magazine. Smashing Magazine have a large number of followers and their decision to tweet the guide had a profound effect. Moz.com suddenly appeared on the first page of Google search for the term “Beginner’s Guide” and their traffic increased also.
This just goes to show how influential Twitter users can have a dramatic effect on a brand. Obviously, it requires constant content sharing and retweets to maintain a position, but the impact that Moz.com saw just goes to show the power of social media when it comes to search.
This is why it is so important to build a strong social media presence for your brand. Offer content that is useful to your demographics and that will help you build a loyal following. Interesting, helpful and insightful content is the key to building a community and it is also the stuff that is likely to be shared the most.
- Stay abreast of search engine ranking changes
- Create a social media presence
- Engage with your followers through useful, interesting and shareable content
- Never underestimate the reach of social media