Social Media Optimization

Social-Networking

Whether your business is participating in social media or not, there is a very good chance that a significant portion of your customer base is. Additionally, the conversations that are taking place on these networks are playing an increasingly vital role in how these customers perceive businesses, as well as the which ones from which they decide to make purchases. This rapidly changing paradigm is also changing the participation of businesses in these networks from optional to mandatory. 

 

While successful participation in social networks is multi-dimensional in nature, there are three primary aspects:

 

  • Development - The development aspect starts with research into which social networks will yield the most benefits in terms in target market activity. Once the most beneficial networks have been defined, accounts are established to enable engagement with potential and existing customers.
  • Management - Social media networks present a dynamic environment that many businesses simply aren't ready for. Once each network has been "lit", communication from a variety of community members can start almost immediately. Each distinct conversation needs to be managed to present the business at its best at all times.
  • Optimization - Social media optimization focuses primarily on the development of value added content that can be shared between community members as well as other social networks. This re-distribution of content results in "social signals" that play a significant role in search engine rankings while also broadening your audience. 

 

Social media is the new frontier for businesses and the ways in which they build their brands, communicate with their market, and sell their products. For businesses, participation in these networks shouldn't be a matter of "if" but "when". That being the case, why wait?   

Featured News

  • The New SEO Landscape: 3 Reasons to Outsource your Content Marketing Now

    Google, which has always prized quality content as a key aspect of delivering an optimal user experience, is now in a position to realize its vision with the Hummingbird algorithm change that was rolled out in the second half of 2013. The new algorithm revolutionizes search by changing from keyword-based results to a new paradigm that analyses queries in context and then delivers results based on content that answers the questions posed by the search terms. As Google has planned all along, this places the development of quality content that delivers value to searchers squarely at the center of the vast majority of SEO campaigns.

    While quite clear in terms of the types of content that will deliver results, the new paradigm poses a new challenge to small business owners due to the amount of work that is entailed in the development and execution of content marketing strategies. Considering what is at stake, there are 3 reasons to outsource your content marketing now.

             Playing to strengths – Most businesses are founded based on the strengths of their founders, but developing content is usually not one of them. The focus on well-written posts now mandates that the content sponsored by businesses be of professional quality across different media formats that go beyond written text to include videos, podcasts and optimized images. Even in situations where founders are great writers, spending time generating content is probably not the best use of time versus running the business, meeting growth objectives, etc.    

             The sheer quantity of content that has to be created – The transition of professionally written content to the forefront of SEO initiatives also requires the publication of new materials on a regular basis, a task that will consume an increasing amount of time that, if not outsourced, will ultimately prove to be a burden on the key members of the staff. Again, the time spent on the creation of content will likely pull key people away from their core competencies.     

              Distribution – The increased amount of content has to go somewhere, and most businesses aren’t equipped for distribution through the channels that will deliver the best results. A firm that is experienced in the distribution of high value content can point specific materials to channels that can optimize SEO, marketing, and client acquisition activities simultaneously.

     

    Running a business is more than a full time job and while the new paradigm in SEO presents numerous opportunities, there may not be enough hours in the day to do both successfully. Instead, by outsourcing your content marketing you can focus on running your business while a professional team widens your audience and builds your brand.

  • Are you Managing your Company’s Reputation or Doing SEO?

    SEO

     

    While reputation management and search engine optimization (SEO) have long been categorized as different activities, the management of both practices is almost identical with two exceptions, scope and instances where a reaction is required to counter negative content that has been published prior to the initiation of a proactive reputation management program. Regarding the difference between the two practices in terms of scope, traditional SEO campaigns are narrower with the objective of optimizing single pages to rank at the top of search engine results pages (SERPs) for strategically selected keyphrases. A proactive reputation management campaign, on the other hand, with be initiated for the purpose of populating the front pages of SERPs with multiple page listings.

    The second difference, where reputation management strategies are executed in reaction to negative publications, focuses the energy and resources of the campaign on developing content to counter the specific keyphrases contained in the targeted content. For example, if the published negative content specifically mentions “ABC Product”, the campaign would focus on optimizing content based on the keyphrase “ABC Product” as well as the company’s name and any other search terms that might pull up the negative content. Under these circumstances, the campaign would be focused on defending specific search terms as defined by outside events, rather than focusing on keyphrases that provide the greatest opportunities, traffic, conversions, etc.

    For businesses that have yet to initiate reputation management and SEO campaigns or for those running them as separate entities, the similarities in execution provide an opportunity to consolidate resources and efforts to realize a sum that is greater than the two parts. In effect, running an SEO campaign like a reputation management initiative or vice-versa can serve the marketing objectives of SEO while also building a protective wall around the business’ reputation. In addition to these benefits, the combined campaigns can play an integral role in building the brand of the company through the strategic and comprehensive development of content that provides valuable and relevant information to the target market.

    The provision of company intelligence then serves to build trust and credibility (building the brand), supplement the marketing purposes of SEO and, as an increasing number of listings ascend the SERPs, increase visibility. In addition to hindering the ascension of negative content, the self-reinforcing cycle also delivers another key benefit; more listings at the top of the SERPs for the sponsoring company means less visible listings for competitors. This outcome adds another aspect to the positive cycle as ownership of the front pages of the SERPs fortifies both marketing and brand building efforts as potential and existing customers see an expanding presence in the results for their search queries.

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