Riding the Social Media Wave Through Google’s Many Changes


Riding the Social Media Wave Through Google’s Many Changes

Google is known for its frequently changing search algorithm. These changes are meant to produce more meaningful and efficient search results for users, thus helping them find what they’re looking for without having to wade through websites stuffed with keywords, but no relevant content. As Google changes, websites and SEO tactics must change with it in order to keep up and ensure that content can be found. That also means adjusting your social media habits to fit Google’s rules as well!

Search engines use “social signals,” like retweets, Facebook likes, and Google +1s, to help determine  organic search rankings. According to Huffington Post blogger Jayson DeMers, “Since Google has already shown that they will reward sites with good social signals, integrating them into your marketing plan is important; not only now, but even more as the industry (and Google’s algorithms) continue to progress.”

Follow and Get Followers the Right Way

Once upon a time, getting as many followers as possible, even buying followers, was a tactic that some businesses used on Facebook and Twitter to demonstrate how influential they were. Getting more followers on each of your social media sites is still important, as it’s your followers who will initially see and respond to your posts. However, the authority of people who follow/mention or share/like your website, content and social media pages also is taken into consideration for ranking, so following mass amounts of people just to get followers in return may not be as effective as you think.

A good rule of thumb is to follow others companies in your industry and influential national and local organizations within your industry, and take note of and follow organizations that these companies follow as well. Gaining new followers can be slow going at first, but posting quality content and sharing content across all your social media sites can help your page gain notice. To get a little more reach on Facebook, you might even try boosting your statuses. Check out our blog to see how we did it!

Sell Yourself by NOT Selling

The days of using social media as a way to push your product on the masses is over (if it was ever a thing to begin with). While this isn’t necessarily something that Google takes issue with, using blatant, pushy sales tactics is a good way to get unliked and lose followers, which in turn can hurt your overall impression in Google’s eyes.

Instead of being a salesperson, be interactive. Share relevant content that others will want to share, ask thought provoking questions, and be sure to respond to comments that you receive. This is how to build trust among your followers. Certainly post about new products and services or sales that you have going on, but don’t make this your focus on social networking sites. Remember, you’re not being followed on Facebook, Twitter, LinkedIn, etc. because people want to have ads shoved in their faces (because trust me, they don’t); you’re being followed because your posts offer something of value – humor, education, unique industry insight, etc.

Don’t Neglect Your Social SEO

We talked about social SEO last month but it bears repeating. Staying active on social media influences your search engine rankings. Branding your posts, linking your social media accounts to your website, and being active on Google+ are all vital to your social SEO. Read more about social SEO here.

Throughout Google’s many search algorithm changes, social media has continued to be an important marketing tool in many ways. How are you using social media to market your business? Let us know in the comments below or tell us about it on our Facebook page, Google+ page, Twitter feed, or on our LinkedIn page!