The personality of your practice guides and enhances so much of your digital marketing strategy. However, SEO and other campaigns often require technical skills that make it difficult for lawyers, doctors, and dentists to manage their own marketing.
Many marketing strategies require partnership with an experienced agency to succeed. But social media marketing has a lower barrier of entry, affording business owners the opportunity to connect with customers using their own voice on easy-to-use online platforms.
For all the many benefits of social media marketing on platforms like Facebook and Twitter, the connection between social media activity and SEO results can be difficult to see. Principals at Google contradict themselves on the connection between SEO and social media, but the consensus seems to be that a strong social media presence does correlate with better rankings.
Here’s a look at 5 DIY strategies to bolster your SEO results through social media marketing and management.
1. Complete Your Account
Although social media exists in a digital realm, you can still use it to make connections with users in the local area and highlight your physical location. Facebook especially has a strong directory feature, enabling you to provide crucial information like your practice name, address, and phone number.
Customers won’t just visit your website when making a purchasing decision. They will visit other business websites and access third-party platforms to get more information and read reviews.
Active and optimized social media pages show up on search engine results pages. Use this to your advantage by ensuring that your account information is correct and you’re making full use of engagement features such as reviews.
With the growing emphasis on local search ranking factors in its algorithm, Google rewards businesses that make their local information consistent across third-party platforms. Social media websites like Facebook are some of the most popular third-party websites, so make sure your company pages and accounts are complete!
2. Don’t Forget to Blog
Many practices participate in their online branding and marketing by posting on their social media profiles, but they miss their biggest opportunity by forgetting their blog and leaving blogging completely up to their agency. This is a mistake for multiple reasons:
- Blogging is one of the oldest forms of practices being social with their target and branded online audiences.
- Blogs are developed for you to easily access and post.
- You can continually contribute and build equity into your most important online asset: your website and domain.
- We have data that shows personalized content about your practice, people, clients, facility, events, photos, videos, etc. stimulates higher engagement (sound a lot like social media?). Why relegate solely informative and educational content to the resource that can benefit the most from high-engagement content and assets, your website!
- Your personalized blog posts can be programmed to post on your social media profiles with a link back to the content on your website. This also drives social media traffic to your high-engagement content, without the burden of posting it manually in multiple places.
3. Drive Website Traffic
Google does not appear to treat social media shares as a ranking factor. However, website visits do tend to be a strong quality signal.
By doing the following, you can put your social media marketing to work for your website performance and up your SEO results:
- Build an audience on your social media profiles
- Share high-quality, relevant content
- Drive users to your website
The key to using your organic social media engagement to improve organic SEO results is to be genuine. If you regularly create content that is dry or overly technical, you will receive few website visits and run the risk of losing the social audience you’ve built.
If, on the other hand, you share content on your website that directly connects with the problems that bring customers to you, you are likely to see improved engagement on your social media posts and increased traffic to your website when you promote new content. Positive engagement, such as high time on page and driving users to access multiple pages on your website, also boosts your search rankings.
4. Build and Engage Your Audience
Be sure to plan on sharing quality content on an ongoing basis, not just once. Social media has a kindling effect where brands and businesses with a compelling persona and regular infusions of engaging content stand out.
The more you develop content with your social audience in mind, the more likely that audience is to engage with it. The more social users engage with your content, the greater your following will be, creating new opportunities for you to engage with them and consistently drive traffic to your website.
5. Earn More Links
Social media marketing isn’t just a way to build relationships with consumers. Social platforms also provide inroads to leading influencers who can amplify your message to a bigger audience.
If you consistently publish and promote engaging content (see step #2 above), you improve your likelihood of getting noticed by authoritative people and groups. Should these influencers promote your posts, a much wider audience will have the opportunity to engage with your content and possibly visit your website.
And, if your quality content speaks to an influencer’s own audience, this amplification might continue beyond social media platforms. Should influencers find that your website content is consistently a great resource for their area of expertise, these influencers could link to your website from their own domain.
Backlinks play a major role in SEO. The more links you have pointing back to your website from authoritative, established domains, the better your SEO results.
SEO and social media are two of the most reliable long-term digital marketing strategies. Although Google maintains that there is little to no causal relationship between social media activity and SEO results, what you do on social media has a corollary impact on your position within the search rankings.
Social media marketing with SEO in mind makes it possible for you to maximize your engagement with potential customers while cementing your presence online and driving links and traffic to your website. Taken as a whole, social self-promotion does pay dividends in organic search results when you employ a consistent strategy.
Start developing your multi-channel digital marketing strategy. Call Page 1 Solutions at (303) 233-3886 today!