Here’s how search engine optimization has evolved. The ‘90s were all about content and keywords. You could rank in search engines simply by providing a consistent stream of keyword-stuffed content. Life was simple back then.
The 2000’s added the importance of backlinks to the mix. In order to rank, you needed good content and some links from high authority sites.
This current decade has been all about social signals.
What are Social Signals?
Social signals are indicators that people are having conversations about your content. People have these conversations on platforms like Facebook, Twitter, LinkedIN, and Instagram.
Social signals are not as important as content and backlinks. Content is still king and backlinks are a close second. With that being said, the increasing relevance of social media in today’s society is closing the gap.
Remember the voting system (LINK) we covered when we talked about backlinks? When your content is shared on social media, it counts as a vote. Social shares are not as powerful as backlinks, but if you get the right people to share your content, you can exponentially increase your reach.
Creating Social Media Content
You’ll need to do more than blast links into the digital ether in order to make social media work for you. Whether you’re using text, audio, visuals, or video, the key question to ask is “ does this content provide true value to my audience?”
Valuable content gets shares. Right now, videos and Infographics are the types of content getting the most engagement.
If you don’t use social media much, this is probably overwhelming. Don’t worry. You can outsource your social media marketing efforts to a digital marketing agency. This information will help you make an informed decision during the hiring process.
If you have social media experience and plan to handle your own social media efforts, keep your strategy simple. Only focus on the platforms your target audience use most.
This wraps up the final article in this 3-part series on digital marketing. To recap, we covered:
- On-page optimization
- Off-page optimization
- Social Signals
Do you need help with your digital marketing? Schedule a consultation to develop a search engine optimization strategy for your business.