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Social Media and SEO - an integrated strategy for your site

By 28 April 2022No Comments
Social media and SEO - cover

The management of a business on the web is a very complex activity, as it branches out through different channels and requires numerous optimization activities. To be successful on the internet, in fact, the company's website must be subjected to a practice that takes the name of SEO, while for social networks it is useful to study a strategy of social media marketing.

These two practices, often considered separate from each other, can actually work together to improve the company's visibility and sales. So let's see how social media and SEO they can influence each other.

How do social media and SEO interact?

The two optimization activities of social media and SEO they are often considered separate from each other due to an algorithm. Social media are in fact based on an independent algorithm, compared to that used by search engines. For this reason, these two aspects are often managed separately but, in hindsight, they are much more linked to each other than it appears. How?

A correctly optimized website and a regularly updated Facebook page can contribute to a significant increase in visibility. As long as the two are connected to each other. 

An optimized website will have a good chance of appearing in users' online search results, generating traffic to the site. At this point, visitors could be redirected to the company's Facebook page, via the classic social icon on the site. If they then decide to follow the social page, they could always stay up to date on the latest news, discounts and promotions, building loyalty to the company. 

Conversely, a Facebook page that posts content on a regular basis will help increase its online visibility. If it contains a link to the reference website, some visitors may decide to visit the site page, with obvious advantages in terms of visibility and sales. 

Even in the event of a drop in traffic, a strong link between these two channels is extremely useful. If, for example, you notice a sharp decline in visitors to the site, a series of countermeasures must be implemented, which however take some time to be effective. In the meantime, we can count on social media as an alternative source of traffic. Creating a solid link between social media and website therefore becomes fundamental for an integrated commercial strategy. 

How to increase visitors (and sales)

Creating a communication channel between social networks and the website is a great way to increase the presence of your company on the web, which however requires an integrated strategy. Be careful though, that doesn't mean that social media and SEO must follow the same strategy, indeed. In fact, they play different roles in terms of communication:

  • There SEO represents the most effective tool to increase the visibility of a website (for more information Click here). 
  • Social media, on the other hand, is the ideal channel to generate brand awareness.

Simplifying the discussion, we can say that the SEO intercepts "random" customers, while i social media they speak to "trusted" customers. The integrated strategy mentioned above must therefore take this aspect into account, as well as the peculiarities and needs of the various commercial activities. Let's take an example of strategy social media and SEO integrated to understand better. 

In optics SEO, one of the most important aspects concerns the “freshness” of the contents, ie the regular publication of news, information, etc. This is why many websites contain a section dedicated to NEWS in which articles related to the reference activity are published. This practice also allows the site to position itself on search engines for specific keywords, present in the aforementioned articles, consequently increasing its visibility.

These articles can then be posted on social media, to reach the most loyal audience and feed traffic to the site. Furthermore, even the social pages always require new content to perform at their best. 

It is a basic but extremely effective commercial strategy as it firmly links the website and the social page to each other, with all the advantages we have already highlighted.

Link building

A final aspect to consider is the link building, that practice SEO which aims to increase the number of quality inbound links to the site. This is a fundamental operation, as search engines positively consider sites that have a good number of links from other internet pages. On closer inspection it is a rather obvious speech, if many internet pages of companies operating in the same sector refer to the same site (through links), that site is probably very authoritative. 

The goal is therefore to be considered an authoritative site, to receive many incoming links and, ultimately, to see traffic on the site and sales grow. Social networks can contribute to this purpose, creating a network of links useful to link building

Social media and SEO for an omnichannel strategy

All the things said so far are integrated within what is called Omnichannel Marketing and which we have already talked about here. This strategy represents the new frontier of digital marketing as it offers numerous advantages, compared to a strategy that focuses on a single communication channel. 

Among the many advantages it offers we find the increase of brand awareness, the increase in traffic and conversions. In fact, more and more users expect to find a company through different communication channels.

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