It’s not often that social media marketers and search engine optimization marketers work together on a specific piece of written content. However, while it may not be the norm, that doesn’t mean it can’t happen. As a matter of fact, doing so would most likely be beneficial to any website and business.
By combining their efforts, companies can amplify the amount of traffic to an eCommerce websitewith a single piece of content. It would be capable of impressing the search engines and gathering views from social media.
Improve your website’s search engine optimization
To begin, let’s cover the basics of search engine optimization (SEO) and what needs to be done to properly optimize a piece of content or even an entire page. Many newcomers assume that the goal of SEO is to trick Google’s algorithm into liking their website. In reality, the goal is to indicate that a page is relevant to a given search query.
The journey often begins with identifying a target keyword or key phrase. Once that keyword is isolated, you will begin to use it in highly visible places on the webpage. This includes page titles, headers, the URL formatting, page meta descriptions, and the actual body of text on the page.
These areas are simply the most important elements of a page that need optimizing. However, you should also place the keyword in the name of images and even file names. These locations aren’t as significant, but they will aid in establishing the relevancy of your site. After all, if you were trying to determine if a page was related to what you wanted to know, you would rely mainly on the title of the page than the name of the image associated with it.
Next, you will include words with a semantic relationship to your keyword. You begin to branch out into a larger goal, which is targeting the entire topic and not just the keyword itself.
When you search a particular word or phrase on Google, you will often see topics that are semantically related. This is thanks to the advanced ranking algorithm that Google uses. By including these related phrases, you will increase your overall visibility on the search engines, as well as improve your relevancy.
You should also focus on answering any questions that you can find related to your topic. Each blog post could focus on answering a specific question. These questions can be located through a variety of online sources, such as LinkedIn Groups or Quora. As you answer questions, you should include the keyword and semantically related words throughout the content.
Overall, this search engine optimization strategy will help you create a content marketing strategy that Google will view as highly relevant. You can then begin to focus on the second aspect: social media marketing.
Focusing On Optimization For Social Media
The previous section was all about creating content that is worthy of ranking highly on Google. Unfortunately, that doesn’t mean it is worthy of sharing on social media. You need to take into consideration a few additional steps if you want people to like, tag, or share your content with their friends.
The first factor to consider is the headline of the content. When content is shared online, it’s mainly the headline that is truly shared. The article or blog itself is only read after someone clicks on the headline and is redirected to your page. Therefore, if the headline doesn’t encourage them to click, then the content will remain hidden forever. This often requires finding tactics that appeal to the human psyche or current trends.
A good idea is to focus on creating a headline that is unique and unexpected. You certainly don’t want to create something boring that’s already been seen 100 times. Most people browsing through social media are trying to prevent boredom. That means you’re more likely to get a view if your headline is exciting and unexpected. It has to be something that will trigger their interest and make them want to read more.
You also do this by piquing their curiosity. If the headline is both, unexpected and it triggers curiosity, then it is far more likely to receive a view. You can accomplish this by appealing to their nature to improve at something. A headline that reads, “One Bizarre Skill That Can Greatly Improve Your Writing Ability” will pique the curiosity of those who have an interest in writing. Headlines like those tend to do very well on social media sites.
Adding numbers to the headline is another way to improve your headline; it lets them know what to expect. Numbers let people know that they can easily scan the content if they don’t want to read it. Numbers also stand out next to text so they are more likely to grab the attention of someone scanning through their social profiles. Several studies have shown a positive correlation between headlines with numbers and the volume of shares.
In the previous example headline, there was a promise made to the reader. The promise was that a bizarre skill would be discussed and that skill could improve their writing ability. It’s important that you always keep the promises that you make in your headlines. If that headline led to an article about a completely different topic, then it’d likely be passed on and forgotten about.
Creating attractive sounding headlines that don’t deliver on their promises is known as “click-baiting”. It’s a shady technique that will quickly ruin your online reputation and severely damage the credibility of your website. Therefore, only make promises in your headline if you know the content is capable of delivering. As a matter of fact, it’s best if you can even go beyond the expectations of that promise. That’s the type of content that will most likely be shared.
Finding That Balance
Search engine optimization and social media marketing techniques deliver the best results when they work together. That means creating relevant content with depth, choosing the right keywords, and putting together a headline that is sure to grab people’s attention. Of course, don’t forget to put that keyword in the headline as well. The more optimized content you share, the higher the chances of it being noticed on line and even shared by your network.
Author Bio: Cynthia Symons is a freelance blogger who specializes in writing about eCommerce websites, digital marketing trends, and search engine optimization. She has written for various online and print publications. When not writing, she is doing research to expand her knowledge base in these fields.