Take these key factors into account as you build your
social media presence to optimize your brand and ensure maximum
The main point to online discovery isn’t just in the
content you produce and post to your social channels; it's also the basic
information contained within those accounts. If any time you’ve created a new
Page on Facebook, you’ll know there is a lot of possible information to enter.
It’s like creating a mini-website outside of your own site.
According to Kissmetrics, social media’s role in SEO
should not be downplayed. Google tends to rank social media profiles higher in
results, so it definitely benefits you to have multiple accounts across
different platforms with your company’s name on them.
But, it will be a mistake to forget that these social
platforms themselves are search engines, too. Facebook users conduct about 2
billion searches per day on the platform, and on Twitter, about 2.1 billion,
reported in 2016. That’s a lot of queries.
So yes, while it is important to update your site for
better rankings on Google searches, it’s time to also focus on your social
profiles. Here’s how to build a solid foundation:
1. Create more social profiles and link to your site.
One thing you should understand that you’re missing out
on potentially "juicy" backlinks from other platforms and, of course,
more search results, if you only have Facebook and Twitter accounts. The
benefit of having social profiles rank high in searches is that you control the
messaging on these platforms, which is great for reputation management. Better
brand control, better SEO. The only thing, I’d suggest getting profiles up for
Facebook, Twitter, Instagram, YouTube, LinkedIn (company page and profile) and
Pinterest. Don’t forget to embed your website link into these accounts as well.
2. Write a concise and keyword-dense bio for your
Your introduction or about section for each of your
social accounts will appear on Google’s search results as meta descriptions,
means a user will see your business name and the platform you’re on, as well as
a short snippet from your bio on the results page. It’s enticing to write fun
and creative bios like “Your world heightened,” but you’ll want to be sure to
include specific keywords about what your company is. Keeping relevant terms
and phrases close to your brand name is not a bad strategy. Maybe say instead,
“We brew drinks that heighten your sense of the world.” Your bio also appears
within the respective social platform’s searches, too.
3. Pay attention to the quality of your profile and cover
A poorly designed website often turns away potential
customers, so the same could hold true for your social profiles as well. While
you can’t actually hack the entire framework of those social pages, you do
control the artwork you assign as your profile pic and cover photos. Since both
are pretty much the first thing users would see when they come across your profiles,
you have to make sure that the photos communicate exactly who you are and what
you do. A performance-enhancing beverage startup will probably want to show an
athlete consuming its drink as its cover photo.
4. You don’t have to post often, just post something.
Many marketers in the recent past have always said “it’s
better to have no social account than a dead social account.” That turned off a
lot of small business owners who lacked the resources to run their business and
several social media accounts. We know now that social profiles rank high on
searches, but now the question is, does that mean we need to keep those
profiles active, too?
5. “Active” means something different for everyone.
I’m not going to sit here and pretend that every client
of mine has the ability to run up to six accounts and post every day. With the
massively large amount of posts that occur daily, you should post more
frequently, but it’s more important to be present than absent. Consider setting
aside a day every month to go through all of your social accounts and update
them with new posts: a handful of new pins on Pinterest, one new video on
YouTube, a post on your LinkedIn company page to a recent news bit on your
site. Then, when the time comes to expand your effort, you could consult an
expert on a revised social strategy.
Social media may sometime look like an untamed beast, and
for a typical entrepreneur, the daily information you receive about it can be
overwhelming. But, the value and ROI that social can bring to the table cannot
be overstated. Get your basics strong, observe how it affects your search
results, and when the time is right to leverage the benefits of a social media
presence further, bring in more help.
Also Read: Maximize Your Returns with Social Media Targeting