Still worried about [not available] keywords for your SEO efforts? Worry not. For the content marketer, Google’s new Hummingbird algorithm is changing the game for the better. The new algorithms not only respond to social media impact, they demand it. Keyword stacking and on-page SEO are no longer a match for social signals.
And remember, there’s more to social media optimization than publishing. Social media does not mean simply posting to Facebook or Twitter and linking back to your site. Hummingbird responds to “T-shaped” authorities — those who show basic knowledge in a wide range of topics but deep understanding in only a few.
Your job is to either find or become that T-shaped authority who champions your brand. That authority doesn’t live only on Facebook and Twitter, either.
Here’s a list of high-impact yet underrated social media channels and how you can use each of them to make Hummingbird buzz.
Complete with groups, high interaction and more relevance than any social network on the interwebs, LinkedIn is a powerhouse. Having a LinkedIn profile, company page or group alone will land you on the first or second page of Google results for whatever the page is named.
A LinkedIn profile also positions you as a thought leader, and reposting your blog posts (though not overzealously) to your LinkedIn interest group will garner a gaggle of click traffic — and as long as you don’t rickroll the audience, your bounce rate will be just as impressively low.
Equally important, because this traffic is so relevant and to your audience, you can also gather a ton of social signals through shares.
The notable rules of Pinterest are thus: Create compelling content, use hashtags and boards matching the interests of your audience, and finish it off with captivating imagery. Right now, Pinterest is the most underrated catalyst for ecommerce in the social media sphere. People find products and pin them, and that visual content draws much quicker conversions.
Any marketers using video on the web (that is, all of them) understand the impact video can have on content marketing efforts. But there’s an increasingly large gap between the marketer who has a presence on YouTube and the marketer who optimizes that presence.
Optimizing YouTube for SEO — which is owned by Google —not only gets you at the top of organic search results on Google, it also helps you lead the league in YouTube’s own SERP, which as of 2013 is the #2 most trafficked search engine in the digital cosmos.
Optimizing your YouTube channel and video uploads for not only search results but clickthrough traffic and lead generation isn’t as difficult as it sounds, and it can pay off in spades.
Are you still not on Google+? From hangouts to local optimization and the latest growth in online communities, not only is Google+ a big part of where SEO is headed, it’s also the “comeback kid” of the 2013 social network season. You can now link YouTube and other Google channels to your Google+ page, boost SEO rankings with Authorship and link each business location to its mother ship, which improves your local search rankings in each business location.
SlideShare has long been overlooked, despite having instant first-page SERP status, great content for any marketing topic (or any topic), link embedding for clickthrough traffic and the easiest share functionality known to social. Like a YouTube video, a SlideShare is universally sharable across all other social channels. And also like YouTube, it’s universally embeddable as well. But unlike any of the channels that came before it, you have the ability to capture leads within a SlideShare!
With the Hummingbird update, SEO is no longer all about keywords and on-page links. Social media — possibly the least corruptible source of information about what people are interested in right now — will play a big role in SERPs.
Do you have the knowledge to swim in the social media pool without drowning your audience with your brand message? Subscribe to the DigitalRelevance blog to do more than just keep your head above water.
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