There is no way to consider a structure Digital Marketing regardless of social networking and organic search.
In the end, no matter the niche or business model, the user will always use a social network at some point in the buying process or seek any term in Google, that thou mayest be included in any of your content rankeados by Google .
Now, ever you imagine having these two behaviors solved with a single action? It is precisely about that, about how you can help the content of social networks at work in SEO , what we talk about in this post.
Board to Google because it is the main Spanish-language search engine.
According to data from StatCounter Global Stats, worldwide, Google is the most used search engine : accumulating a 89.94% compared to 4.37% for Bing and 3.93% of Yahoo.
In Latin America, this trend is sustained. As an example, these samples are sufficient:
As such, all SEO efforts will be directed toward him.
To begin, you must understand how Google interprets social networks.
Google search is made up of various algorithms that interpret hundreds of ranking factors (ie, classification variables affecting the time to position a page). Being assigned to a site, these algorithms locate the site above or below the search results.
In the past, many spoke that social interactions were one of the factors that Google considered when stipulating the rankings. S owever, Google treats social networks (a post on Twitter or Facebook) as a Web page and not a factor (worth remembering that social presence is a scale factor ).
Therefore, not always content posted on the social network, even indexable, be indexed.
As I said before, Google is composed of various algorithms that interpret the quality of the content, truthfulness, influence, among other factors. Therefore, a content posted on social networks can eventually get a good position in the SERP (search results page).
Google will index not always an update on social networks, even though the updating or input is not a factor positioning.
If social networks are not a ranking factor, should I forget to SEO? DO NOT!
Google uses, for example, Google+ signals to interpret some local results and uses data from Twitter to discover new content ( Google has a partnership with Twitter ).
Have you ever stopped to think that social networks can also be search engines? Networks like Facebook, Instagram and Twitter using hashtags , which can be good indicators of key words to work.
In addition, Google has its own social network; Google +, which is used in some rich results in the SERPs.
Below I will list some possibilities of using social networks to improve SEO results.
Google algorithms are responsible for local searches and have the geolocation as its central idea.
One is Pigeon , an algorithm that happened to prioritize results in the SERP according to the user’s location, displaying information such as user comments, distance, price, address, contacts, and other information.
Where does that information? Google My Business!
Being a Google product, to record information in My Business, you need to have an account in Google mandatory (you can do with a business email, gmail or any other domain).
That done, you need to create a company page in Google +, confirm information with Google then have the comment data, rush hour, contact, recommendations, photos, etc for local searches related to business or name the company.
However, we must have something in mind: even performing these steps does not mean that the company will appear on the SERP when someone close to her doing a search.
This will depend on factors such as:
So, the more data you provide, the greater the likelihood of the data displayed on the SERP are planned.
But simply access the search filters, “Advanced Search” to see how the magic happens.
A robust search engine with optimal usability and various filter options. From there, the sky is the limit. Enough to have a goal in mind and use search to generate data relevant for that purpose.
In the same way that social networks are optimal for distributing content they are also optimal for public understanding and adapting digital marketing strategies according to that understanding.
Speaking specifically of Facebook, there are several ways to understand audience behavior and adapt your SEO strategy from that.
Facebook has 2 great ways to analyze public:
Audience Insights To access, simply be a page administrator. You can analyze Facebook as a whole or a specific page (for more wealth of data, you must have more than 1,000 likes).
You can analyze interests, gender, if the user is more mobile desktop or the pages that have more connection with the audience, among other data.
For Graphsearch , I can say that has its own power, because in a way Facebook becomes a huge database.
To access Graphsearch you not need to be administrator pages, but the language of Facebook must be set to English.
Thus, the Facebook search field becomes a tool that responds to the giant database of the Social Network.
There are thousands of possibilities available, how to find out which groups of people who follow a particular page involved, the groups that person, photos or videos of people who were in a country or specific event, among many other search options involved determined.
As there are thousands of commands, I share an post of Jon Loomer , that although old is still very useful, with several commands Graph Search.
The use of social networks for the purpose of positioning a site is not the way he likes to Google.
If you stop to think a bit, you’ll notice that social networks are large spaces for exchanges with potential customers or clients . If you use them as vehicles for branding and relationship, get a great source of information that will help in planning strategies content for a blog, a product, a brand; and there they directly impact SEO.
Contrary to what many think, the exact reasoning ” to rank for the term x” is not the best way. SERPs are getting smarter and personal time, so it is important to understand who your users and what they want .
This way you can create content suitable for him, something that Google will love because it values the user experience.
Here at SEO Search Lab treat humanely, putting the focus on optimizing positioning factors in line with user needs.
I hope I have helped! Share this post so you can help others too.
About the Author
Victor Baptista , advertising with over 10 years experience in digital projects in various industries. Also he teaches at various educational institutions in Rio de Janeiro and is founder of Marketagem and co-founder of Search Lab.
LinkedIn: https://www.linkedin.com/in/victor-baptista/ .