How social media and content marketing go hand in hand to help improve your company’s search engine optimisation

Date: 26/09/2024

Written by: Ryan Walsh

You may have spotted that many companies once branded as “SEO Consultancies” are now often referred to as “digital marketing agencies”—but why is that?

Well, often because SEO consultants now need to work with social media managers, web designers, U.X web designers, link builders, and PR firms in order to help improve the businesses organic seo. Therefore many companies have grown and combined all of these skill sets under one roof instead of the client having to hire separate companies.

In this article, we will focus on how you can use your business’s content marketing, such as blog posts, to expand the number of eyeballs that read this work on social media accounts such as X, Facebook, and your business’s Instagram accounts. We shall also explain why promoting your business on social media can positively impact your company’s organic search engine optimisation.

Blended marketing

Remember the song “I don’t care how you get there, just get there if you can”? This is often how many company directors feel when attracting shoppers to a website.

They want to generate more customers, so often, you need to use a “blended approach”—social media, organic search engine optimisation, and promoting your business on social media accounts.

However, before we go any further, let our SEO company share a top tip: Don’t try to be ace on all social media platforms if you have limited time.

So, many businesses, especially start-ups, try to manage too many social media accounts at once.

Often, over time, comments on posts don’t get answered, or the company does a burst of advertising, then leaves it months, upon months, before they post again—which means you start to lose followers.

So, our top tip would be to gain a good understanding of where your shoppers are. Are they mostly on X, on Facebook, or would you be better off spending your time promoting your business on LinkedIn?

Once you have gained a good sense of where your customers are then try and concentrate your marketing efforts on advertising your business on those social media accounts.

 

Social media can help improve your company’s organic Seo; here is how it works:

Let’s say you go on a coffee binge, drinking way to many cups of coffee, and decide to write a 3,000-word article, and spend the whole day writing it.

When you open your Google Analytics a week later, you see no organic visits. You may then start to feel rather sad and annoyed and say, “How on earth does this organic SEO work?”

Well, here’s how:

Google uses “Googlebot,” so that’s the first stage, where the work gets crawled and indexed.

Google’s algorithm then decides how good it thinks the work is. Therefore, it could land on page one of Google straightaway, but this is unlikely.

It’s unlikely because the content marketing often needs the following:

– Long dwell time
– Might also need some link equity from quality links
– Bounce rate needs to be low

So, how do you get good engagement?
How do you get those eyeballs on your page?
How do you get businesses/bloggers to want to link to your blog post?

One way is through content marketing amplification, which is just a fancy way of mentioning the work on your social media accounts. So, when you have many followers interested in what you are selling, let’s say you retail skateboards, for instance.
And lets say you’ve just written an article about a brand-new skateboard; if you post the link on your business’s social media accounts, you’re likely to gain a lot of interested readers.

These readers may have blogs/websites of their own, and they have found your article useful, so they may link to your article. And because Google uses links and engagement metrics, such as dwell time, which are an important part of seo, well, you guessed it, that blog post can start to climb up Google’s ranks.

 

Followers are super helpful.

Think of a service you don’t buy every day. Let’s say garden rooms. They are considered purchases, right? That’s because they cost upwards of 30k—40k.

So, it’s not like something you buy on your lunch break at work.

You’re going to do your research, take your time, and check out many companies before you give the go-ahead to purchase the item. So, you might start to follow various companies on their social media accounts.

You can then use this as a re-marketing for your business. By posting routinely on say facebook you may grab the shoppers’ attention and bring them back to your website when they’re closer to making a purchase decision.

So, social media is about gaining interested shoppers who may not want to purchase right now but may in the future. Therefore, you can encourage the shopper to purchase from you by regularly posting.

 

Help shoppers find your company’s social media posts

So shoppers may find your company’s Facebook account because you have placed a link through a social media link in the footer or your website’s header. Yet, you should also make it a piece of cake for people to find your social media account, even if they have never landed on your company website.

So here’s how you do that:

– Use hashtags on Instagram and other social media accounts; for example this article could be tagged with #contentmarketing #organicseo #cardiff-seo
– Use optimised titles on the posts, so include keywords, to help shoppers find your business
– Keep your company nap information up to date so that this supports your local SEO efforts

 

Google E-EAT
For those who regularly follow our blog posts, they will know that we have written many articles about Google E-EAT. That’s because we think Google offers apparent guidance on how they want the written work for your business to be written.

So, for those who do not know, Google E-EAT stands for expertise, experience, authority, and trustworthiness.

We are interested in discussing how you can prove “authoritativeness.” Many SEO agencies believe this can be done in one of three ways: mentions of your business, through backlinks, and having huge engaged followers on social media.

A well-known company, say in Cardiff, that many people know about will get a lot of mentions, followers, and posts. Google’s algorithms will pick up this. Therefore, one way to improve your business’s authoritativeness is to gain many followers on social media, such as Facebook. This often takes a long time to achieve, yet it can help your business.

 

Link building- still one of the most important ranking factors out there

So, you could optimise and improve your on-page SEO until you’re blue in the face.

Yet, your business may not appear on page one of Google until you have a lot of quality links. One way to get links is by writing superb content marketing and promoting the work on your business’s social media accounts.

Now, bloggers or other businesses may mention your post after you have published it. This way, you gain links. The more quality links you get, the higher that page can rise to Google’s ranks.