I wrote this past week about how Social Media Marketing Impacts SEO.
There are essentially three ways that posting your content in social media can increase your brand’s visibility in search engine result pages:
- Your content itself ranks well in searches for your designated keyword phrases.
- Your content provides backlinks to other content which as a result performs better in searches.
- Your content engages people whose backlinks and online conversation help your content perform better in searches.
Ideally, when you would post your content in social media, all three benefits would be obtained. In practice, sometimes you achieve this objective; many times you do not:
- Your updates on Twitter and on your Facebook page may rank well and engage people, but their links are nofollow and don’t serve as backlinks to other content.
- Your bookmarks on Digg or other social bookmarking sites may rank well but are nofollow and rarely engage people.
- Your comments on blogs may rank poorly but immerse you in engaging conversations.
Being virtually everywhere (pun intended) is a powerful strategy, so do not reject key social media venues just because they don’t help you achieve all your social and search objectives.
However, it is desirable to accomplish all three objectives with one action when possible, and here are some tips that can help:
- Post on Amplify and Posterous, all-in-one blogging, micro-blogging and social bookmarking sites, rank well in search and feature both dofollow links and member interaction. They can also syndicate your content to a variety of social media sites.
- Your blogs and online social networks, such as Ning sites, that you control can potentially help with all three objectives. It depends on the extent to which they influence both search engines and fellow humans. You can also set them up to syndicate your content.
- Leave good comments on influential dofollow blogs in your brand’s niche, if you can find any. Most popular high PageRank blogs are nofollow. Always be careful not to spam.
My other blog, Online Social Networking, is dofollow. This blog isn’t — at least not for now. I suggest that you not let that stop you from commenting and subscribing.