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SEO for Social Media

The social media wave continues to crest—and if your site isn’t optimized for social media, you’re crushing your ability to be found on the web and ultimately, your chance to become an influencer in your field. So how do you make your site social media friendly? Lee Odden, CEO of TopRank Online Marketing gave a packed workshop full of folks from the PRSA tips on how to do just that:

The Basics:

Fresh content. Being original, producing new content frequently, and introducing new ideas or perspectives are some of the best ways to gain a larger audience—and keep them captive. Innovators are the most coveted in the social media industry: take a look at Brian Solis, for example.

Social content. Don’t forget to think about your goals when writing. Is your content relevant, interesting, and easily shared and talked about? Who is your audience/who are you trying to reach?

Interaction. Can users interact on your site? Can they actively comment on your post and engage in discussions with you as well as other users?

Easy sharing. Can users easily grab a shortened link to tweet or post your content on other social media platforms? Do you have a Facebook “like it” or “share” button?

The Nitty Gritty:

Listen to multiple social channels to see what people are saying (or aren’t) about your topic. Observe keywords commonly used and that turn up more in search. Read what’s being written by influencers and competitors in your field to gauge what’s trending, popular and what’s in demand. Don’t forget to add valuable assets to your content, such as pics and vid. You can also repurpose media—if you’ve got a video that’s too dark and shaky, scrap it and use only the audio.

So how does the cycle of social and SEO work? First, create and promote optimized content like news as well as assets such as photos or video. This content gets noticed or shared and grows awareness online. Subsequently, this increased exposure attracts more subscribers and links, and that exposure grows search and referral traffic.

Plan your content and write a blog post. For maximum SEO, distribute on several platforms, such as Twitter, Facebook, Flickr, RSS and Email. When planning your social media SEO strategy, think about what’s being said on social media and monitor search results for keywords most used that you can also use in your posts. Also think about where you’re getting your content from: what people or influencers are you using to add credibility to your information? What processes are you using to write and distribute your info? Lastly, develop offsite content and networks. Have discussion not only on your site, but also in other places such as a Linkedin discussion or a Twitter chat.

When SEO’ing your blog, make sure you optimize for your readers first—infuse it with content that you know they want. Make sure you have keywords! Keywords can be used in a variety of places, such as in post titles, the URL, the body text, anchor text, links, categories, lists, tags and image alt text. You can also provide links to older posts (but no duplicate content) and encourage inbound links to your site.

TopRank Online Marketing CEO Lee Odden blogs, tweets and speaks nationwide about SEO, content and social media.

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This post was written by a guest Cision contributor.

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