The Place Of Social In The Search Matrix And More

You’ve heard that social signals are so important for your SEO these days. Everyone who matters seems to be talking about incorporating a social strategy into your branding and search marketing efforts. However, they seem to leave a very important part: How to go about it for the best results.Molecular Thoughts

If you have YET to figure things out all by yourself, then you are in luck. Mark Jackson, President and CEO of Vizion Interactive, takes on Rob Garner, the author of “Search & Social” (Currently a member of the board of directors and vice president at SEMPO) in an interview that sheds light on the right place of “social” in your marketing. This interview also shares tactical considerations that are necessary in your overall strategy.

Here’s a summary of the main points touched…

1. It is important to understand the language of your audience. How members of your specific niche use words to convey meaning. This is important since it determines the right wording for your content, keywords to target and the tone of conversations on related social platforms.

2. It is important to have a content strategy that connects between search and social channels. Bear in mind that neither search engines nor social networks can exist without content.

3. For concerns that have separate teams handling the social and search aspects of their marketing, it’s now more important than ever for both teams to work together. Both should be made to understand how their work is mutually beneficial.

4. Bing has better integration with Facebook and Twitter and so gives the most juice for people who want better results in Bing. Google uses a wider variety of social signals, Google+ signals featuring prominently among them.

5. Search interest influences social interest and vice versa. Therefore, it’s very important for marketers to focus on both platforms. You need to be found in search results and you need to influence conversations on social networks.

6. While social signals are very important, they’ve NOT YET acquired the relevancy score of links as the “metric” for top rankings. The reason is that social signals can be very ambiguous: Many people “Like-ing” the Boston Marathon Bomb story on New York Times doesn’t mean they appreciate the action (this illustration isn’t in the original interview — Added by this writer). So social signals still need some work in the area of disambiguation.

Rob suggests a “DisLike” button as a start to clarify intentions.

7. The best way to find influencers is to observe social networks manually. This makes it easier to find the real influencers — Those who are actually active, responsive and carry a high level of authority within their niches.

8. While signals from social networks are all classified as “social”, it’s very important that serious businesses do NOT join the crowd that’s spamming those networks. Using robots to create an illusion of social activity is definitely being combated by social networks and, therefore, isn’t a viable long term strategy.

Do you agree with Rob Garner’s suggestions? Let’s know what you think. Leave a comment below.


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