Tying SEO and social media together for better results

Search engine optimization is a critical tool in any digital marketing strategy. However, recent changes to Google mean some companies may need to reassess their Internet marketing methods to avoid any damages to their campaigns.

With the end of keyword data and Google’s latest algorithm, Hummingbird, marketers may be able to glimpse the future of SEO, according to an article in Search Engine Watch. These changes will require marketers to be more strategic in the techniques they apply, rather than thinking about SEO in terms of different tactics. Hummingbird is the most significant platform change in a few years. In addition to prioritizing quality content, it will respond to conversational searches. Users will be able to type questions into the search bar and find what they are looking for.

This means marketers may not be able to rely on the same keyword strategies. Since Hummingbird enables longer, more conversational searches, keywords will also need to be longer. Marketers will need to start employing longtail keywords if they haven’t already.

Earlier this year, Google got rid of keyword data, securing all organic searches. Publishers can no longer use Google Analytics to understand why and how visitors come to their sites. This also impacts conversion optimization, the article said.

Integrating SEO and social for improved rankings

Social media is becoming more significant for driving successful SEO strategies, Search Engine Land said. Historically, SEO focused on content, website architecture and links. While these are still important aspects, modern SEO places a priority on identity and relationships, which is why social signals can improve search engine rankings. Relationships can play a significant role in personalized results, which is valuable for B2B marketers in a niche industry. Since Google is changing, companies need to adapt how they approach both social media marketing and SEO strategies.

Social media also acts as a useful tool to promote content. These networks can ensure blogs and articles reach a wider audience, and they can be used to determine how many people are engaging with content. In addition, social media can help marketers conduct keyword research. Social conversations can give an indication of the longtail phrases prospects use to find brands. This is useful because the process is a cycle. Social engagement improves search engine performance, and better search rankings boost social signals, which increases the number of social conversations.

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