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Imagewerks search and social marketing

3 Ways to Integrate Search and Social Marketing

Posted by Jamie Korf on June 6, 2016 at 9:00 AM

With the lines blurring between SEO and other components of online marketing, there’s a lot of chatter about the relationship between SEO and social media. While Google insists there’s a relationship between social and search performance, the correlation can be a bit murky.


Despite the confusion, there are plenty of ways brands can take advantage of search and social to build brand credibility and get found. Here’s how.


Show your Worth

If a Google search of your brand leaves a lot to the imagination, it’s probably because Google didn’t get the memo that your brand exists in the first place. Nine times out of ten, this can be credited to a brand’s lack of legitimacy. Legitimizing your brand means your online marketing is alive and kicking. You’re maintaining a few active social profiles, maximizing your website’s search optimization, and claiming online business listings.


Applying an SEO mindset toward your branded assets is not only low-hanging fruit in digital marketing strategy, it helps searchers and search engines understand that you’re a viable brand.


Prove your value by connecting a content marketing strategy to your social and search efforts. Search engines consider links published on social accounts to be a source of credible back-links, impacting page rank and domain authority.They reward sites with fresh content to index, and social platforms like Facebook reward brands that regularly publish relevant and engaging content. Coincidence?


If you don’t already keep a running stream of content, now’s the time to launch that blog.


Brand Your Terms
Social media plays an important role in your branded SEO. Try Googling any leading brand out there, and you’ll find that their social profiles are among the top results in search listings.


Since social channels convey more brand personality than any webpage, prospects or customers are just as--or more--likely to click on them. Without keeping your profiles up-to-date and engaging, you’re missing some major SEO opportunities. After all, studies have proven that the top of Google SERPs garner almost 33% of all search traffic, proving it’s anything but lonely at the top.


Social as Search

Sure, we always have Google in our virtual (and literal) back-pockets, but social media is transforming the way we discover information on the web. YouTube processes more than 3 billion searches a month, Facebook fields 1.5 billion searches per day, and Twitter sees just over 2 billion daily searches. Think about the last time you sought information on a restaurant or hotel you were interested in; your search probably didn’t start and end with Google. Chances are, you also took to Facebook, Yelp, and TripAdvisor for more information and peer-to-peer reviews.


In line with this trend, Yelp partnered with Yahoo a couple of years back to incorporate Yelp’s listings and reviews of local businesses into results on Yahoo’s search engine--an effort to differentiate Yahoo from Google and Bing. What this means for brands is that the content you share on social pages has the ability to affect your search rankings and brand value, even if it’s in a roundabout way.


At its core, the driving strategy behind social and search is about creating an identity, building relationships, and sharing relevant and interesting content. So long as you believe in the virtues of social media and creatively account for the ways in which people can find your content on the web, you’ll be in good standing with the internet giants.


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Topics: search engine marketing, social media marketing, SEO, Search engine optimization

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