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Everything You Need to Know About Social SEO

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Integrating social media into your content strategy is a no-brainer. But with the search industry always abuzz on whether social media influences Search Engine Optimization (SEO) or not, you’d be confused.

Just to be clear, yes, social SEO can influence your website’s SEO. However, the connection between the two is not as direct as most people would like it to be.

In this article, we’ll discuss everything there is to know about social SEO and how it can benefit your business.

What Is Social SEO?

Social Search Engine Optimization (SEO) refers to how a brand’s activities on social media can influence its website’s traffic and rankings on search engines. For example, when your social media post goes viral, does that make your website or the page linked in the post rank higher on Google?

There’s no doubt that social media is beneficial to brands. However, the correlation between social SEO, social signals, and SEO is confusing, to say the least. Just do a quick search on whether social media signals are a ranking factor on Google, and you’ll get mixed signals.

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Google itself doesn’t provide a clear roadmap on this. But with that said, a good portion of digital marketing strategists and SEO experts would agree that social signals impact search rankings to some degree. It might not be direct, but it’s there.

Below, we’ll discuss some key benefits you get when you integrate social media into your SEO strategy:

Top 5 Key Benefits Of Social SEO

Data by WorldOMeter shows that almost five million sites are published in a day. With this kind of volume, standing out gets more challenging by the day. But with the right content marketing strategy and medium, you can still improve your chances. Here’s how social SEO can help:

1. Boosts Online Brand Authority

One of the best ways to build your brand authority which can help your SEO is to establish trust with your audience. Businesses can take advantage of social media as an extension of customer service to foster and nurture that trust.

A great way of doing this is by swiftly responding to comments, questions, and private messages regularly. Additionally, you can boost your brand authority by creating good social media content that is relevant to your audience and engaging. If you engage people enough, other publications with online authority may take notice and create content around your content, thereby boosting your online authority.

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Check out this example from Skittles. The brand used social media to apologize–in a humorous way—to customers for having removed from the market their lime flavor.

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That garnered quite the attention.

So, many publications, including Fast Company, a monthly American business magazine, took up the topic and wrote articles about the apology, further legitimizing Skittles as a brand online:

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Social media channels are a direct line of communication to your customer base and are the perfect venue to engage them. That presents an incredible opportunity you can use to boost your brand authority metrics in your line of business. Also, one way of getting more attention to your brand is to hold virtual events that are in line with your target audience and have topics related to your industry so your brand leverages its recognition in the market.

2. Increases Traffic to Your Site

You can also use social media to help drive traffic to your website. If you get enough traffic, your ranking in SERPs can improve.

For example, travel blogger Adventurous Kate wrote a blog post that recounted her ordeal after getting shipwrecked in Indonesia. The content generated a lot of exposure on social media and even became viral.

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The result was that many websites ended up covering the story, too. Instead of just mentioning Adventurous Kate in their articles, they also linked to her blog:

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Those who read these articles on any of these sites could easily click on the links and read the original Adventurous Kate story on her own website. That would mean they’d spend time on the travel website. According to Semrush’s study, both time spent on site and total referring domains are ranking factors. In other words, they directly influence how your website ranks in SERPs.

You don’t have to get shipwrecked to go viral on social media and generate the social signals necessary for generating high-quality backlinks. Just work on generating fresh content ideas and creating content that will resonate with your audience. We’ll talk about how you can create this content a little later.

Additionally, you’ll need to invest in online courses on social media marketing to learn about the different best practices on the various social platforms. Not everything you do on Facebook, for instance, will work on Twitter. Writing long captions on Facebook, for instance, is allowed. That is something you shouldn’t do on Twitter.

3. Improves Your Brand Visibility in SERPs

In a social campaign study by Hootsuite, articles with social promotion showed a positive correlation between their social engagements and their rank in Google search results.

Social shares may or may not directly affect the web page’s position on search listings, but Google pulls out social media posts on search results. Social media profiles often appear on the top results in the search listings for brands.

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For instance, in a simple search for Zoho on Google, the company’s social accounts are in the top position in search results. Zoho’s Twitter, LinkedIn, and Facebook social profiles appeared on the 2nd, 4th and 5th search positions, respectively.

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Therefore, you must optimize your social media profiles correctly. Write a good bio showing what your business does and add a link to your company’s website. It would also help if you could get your account verified. Finally, be active on social media to ensure any posts appearing on the SERPs are recent and relevant.

The key takeaway is that social profiles showing up on Google searches can help increase your visibility on the SERPs.

4. Increases Branded Searches

Branded searches refer to search queries that see a user searching for something that includes a brand name. So, for example, instead of typing the word “jeans,” they type the word “Levi’s men’s jeans” instead.

As more people perform these branded searches, let’s say, for example, Levi’s men’s jeans, the Google algorithm starts to associate the brand (Levi’s) with those products/services (men’s jeans). So, when someone types only the words “men’s jeans” in the Google search field, that company’s website (Levi’s) also appears in search results:

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Many SEO experts report this correlation. Here are some comments by Brian Dean from Backlinko on an SEO post:

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To leverage social SEO, ensure you have an active presence everywhere, including on social media. So when people start looking for products, they could use your brand name while searching for the products you have to offer.

However, note that the effects of branded searches will take time to reflect on your website’s rankings. Whether it’s SEO for SaaS businesses or small businesses, after all, SEO is still a long-term game. But that doesn’t mean the boost in your SEO won’t happen.

5. Helps You Create Ranking Content

You can also use social media to create content that will rank in SERPs. How? By leveraging the audience data you find on social media platforms.

Your keyword research helps you identify SEO keywords to create ranking content. These SEO keywords are words typically used by searchers when looking for something on Google. Since these are words searchers typically use, it follows you may also find these same words in the posts that they create on social media.

In other words, if you look on social media, you may actually get some ideas on what keywords to aim for in creating your content. You can later use a keyword research tool to check the keyword search volume and verify.

Keywords aren’t the only thing you can get from your audience on social media. You can also determine their interests, wants, and needs. That can help you craft content that caters to them. If it caters to them, your content will most likely be read.

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Scouring social media for information is one way to know these things. Another way to get to know your audience is to use social media listening tools or interact with them directly.

Xero, a cloud-based accounting software platform, uses social media to interact with its target audience frequently. Notice from their social media posts that they actively try to engage and understand their client’s needs.

Whether through polls, replying to comments, or using social listening tools, take full advantage of social platforms to know your customers better. Quality content is key to your search engine ranking and Search Engine Optimization.

In Closing

Social media signals are not direct ranking factors, but that doesn’t mean businesses should no longer pay attention to social media. Social media, after all, can help your SEO in many ways.

As we’ve seen in this article, you can boost your brand’s authority and increase website traffic with the proper use of these social platforms. You can also optimize your visibility in SERPs and increase your branded searches. Finally, you can also use social media to find the data you need to help you create ranking content.

Business owners stand to benefit from social SEO. All they have to do is know how to leverage it.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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More promotions and more layoffs

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More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

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Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

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Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

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Men and Women

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This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

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Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

Get MarTech! Daily. Free. In your inbox.

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5 Must-Have Digital Marketing Tools for 2024 to Skyrocket Your ROI

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5 Must-Have Digital Marketing Tools for 2024 to Skyrocket Your ROI

5 Must Have Digital Marketing Tools for 2024 to Skyrocket Your

The digital marketing software market is valued at $60.3 billion. And it’s expected to grow at a compound annual growth rate of 15.5% over the next decade.

With a plethora of digital marketing tools in the market, choosing the right ones can be a daunting task.

However, it’s essential to invest in the best tools to enhance your digital marketing efforts and help you stand above the inevitable competition from your peers.Competition is a significant challenge for 27.1% of digital marketers today, as revealed in a survey conducted by Influencer Marketing Hub.

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So which tools should you use to get an edge? 

You don’t need to spend time researching the best tools. In this article, I’ll introduce you to five digital marketing tools that can boost your efforts and give you an edge over the competition.

5 Digital Marketing Tools to Drive Better Results

Here are five digital marketing tools that address different areas of digital marketing. 

They range from tools that enhance website speed to ones for improving landing pages and enhancing overall user experience.

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1. TinyImage

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TinyImage is one of the digital marketing tools you need to invest in. It’s an image compression tool that reduces the size of your PNG and JPG images online by over 75%.

You don’t have to worry about the security of sensitive image files as well. TinyImage uses a secure 256-bit encrypted SSL connection. It also deletes your images within a few hours of uploading them.

How can TinyImage improve your digital marketing ROI? 

Larger-sized images take up a lot of bandwidth, which slows down loading times for your visitors.

Research by Digital.com shows 21% of online shoppers are dissatisfied by slow-loading pages. Half will abandon their shopping cart if a page fails to load fast enough.  

This app is most helpful for agencies that provide custom app development services. It helps them to compress images in a few seconds and convert apps into fast loading for their clients.

Use TinyImage to:

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  • Compress images without losing image quality
  • Compare the file size of the compressed images to ensure you have the optimal file size
  • Save time by compressing multiple images at a go

Price

2. Sprout Social

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Sprout Social is one of the best social media marketing tools in the market. It helps you manage all aspects of your social presence.

You can analyze the performance of your posts and Reels to find the best Instagram Reels to embed on your website. Also, you can also monitor your competitors, manage conversations with your audience, and plenty more.

Sprout Social boosts your social media marketing efforts. And according to research, effective social media marketing results in higher sales for 55% of businesses.

What you can do with Sprout Social:

  • Analyze the performance of your campaigns and get insights into areas of improvement
  • Uncover current trends and opportunities to engage with your target audience through social listening
  • Schedule and publish posts across multiple platforms

Price

  • Standard: $249 per month
  • Professional: $399 per month
  • Advanced: $499 per month

Enterprise: Custom

3. Zendesk

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Customer support plays a crucial role in creating a better customer experience for your e-commerce store and optimizing your digital marketing efforts.

And Zendesk is one of the best tools you can use to ensure provide personalized customer support.

It’s AI-powered AI chatbot, live chat, help desk ticketing system, and other solutions help you provide instant and right customer support.

Why is it one of the best digital marketing tools to boost your ROI? 

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Zendesk has helped generate numerous leads, sales, and signups for its customers with its low-cost ownership offers.

How Zendesk can help your business achieve better marketing results:

  • It offers an AI-powered chatbot and live chat that answers instantly to customers’ questions.
  • It offers the right reporting and analytics software that help you get real-time insights for your business.

Price

  • Free: $0
  • Starting: $19 per month
  • Suite Team: $55 per month
  • Suite Growth: $89 per month
  • Suite Professional: $115 per month

Suite Enterprise: Reach out to them

4. Ahrefs

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Keyword research tools are important for any digital marketing strategy. And Ahrefs is one of the best there is. It’ll help boost your SEO strategies to improve your website’s visibility and ranking in SERPs.

It’s not just a keyword research tool, but an all-in-one SEO toolset that analyzes the ranking difficulty of keywords, simplifies backlinking, and more.

You can use it to scan your website for technical and on-page SEO problems that may be holding back your ranking.

Ahrefs also lets you keep tabs on keywords your competitors are ranking for and get insights into the SEO strategies they are implementing. 

Additionally, you can use it to get content ideas that have the potential to draw traffic to your site and find link prospects from a database of over 14 billion web pages.

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Ahrefs also provides access to other free digital marketing tools like a backlink checker and AI writing tools

What you can do with Ahrefs to boost your digital marketing ROI

  • Find keywords for YouTube, Amazon, and Bing and generate additional keyword ideas using AI to reach a wider audience
  • Find backlink prospects to increase your SERP ranking and enhance your credibility
  • Visualize your SEO progress using interactive graphs

Price

  • Lite: $99 per month
  • Standard: $199 per month
  • Advanced: $399 per month

Enterprise: $999 per month

5. Hotjar

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Google has clearly stated that it rewards content that provides a good page experience. Hotjar is one of the best digital marketing tools you can use to gain insights on ways to improve user experience and also optimize your store for conversions.

It provides heat maps that you can use to see your website visitors’ activities and identify friction points. The heatmaps show you how your visitors move, click, and scroll.

You can also compare user behavior across different devices using Hotjar to identify opportunities to increase conversions.

And if you serve video ads on your website or any other type of ad, you can conduct surveys and collect feedback from your customers to learn how they’re affecting their user experience.

What you can do with Hotjar to improve your ROI:

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  • Watch full recordings of your visitors’ journey on your site to find and fix user experience issues
  • Access all user data from a single dashboard, including feedback, metrics, and session recordings
  • Automatically generate relevant surveys using AI and get automated summary reports of the responses

Price:

  • Basic: Free
  • Plus: $39 per month
  • Business: $99 per month
  • Scale: $213 per month

Start Leveraging the Best Digital Marketing Tools Today

Leveraging digital marketing tools is crucial if you want to enhance your ROI. And these are the 5 best tools available in the market that you can use.

They all serve different aspects of digital marketing but with similar goals—improving audience engagement, driving conversions, and maximizing your marketing efforts.

Go ahead and give them a shot to take your digital marketing efforts to the next level and boost your ROI.


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