The quality of your content will always matter but if your SEO strategy is not in line with your social strategy then you are missing out on valuable engagement opportunities.
Here are 4 ways for your business to maximise your Search Engine Optimisation (SEO) efforts using good community management:
A blog shouldn’t be considered as the voice of your brand but rather the voice of your community. Your blog should embody the voice of your community but should also feature sharing buttons and a place for your community to comment.
The key is to cultivate your blog so that it becomes dynamic. Content can only be considered ‘quality content’ if there are enough people reading it and engaging with it to that value judgement. This is where your social media strategy becomes invaluable. Providing a platform for your content will make it sharable and provide context enabling users to engage with other like-minded users. This is why it is so important nowadays that your blog isn’t just a stand-alone venture but links to your Twitter feed and your Facebook feed. It should also contain obvious share buttons not just Calls to Action (CTAs).
Search Engine Optimisation (SEO) is not a one-dimensional venture; it has adapted and become more human. SEO is about online relationships and social signals are becoming more and more important to ranking factors on Google.
Purely relying on Google to rank your content isn’t the best strategy if you wish to gain control over your brand identity. Any good community manager will know that being social should come before media.
It is one thing to know your target audience but it is quite another to be actually engaging with them. Engaging with your audience will ensure you speak their language and will enable you to define the tone and persona of your brand online.
You need to be a conversationalist and a listener not a promoter, a marketer or a ‘community manager’ for that matter. Media or content should be produced for the audience you are actively engaging with, not the audience you plan to engage with.
Actively engaging with your audience will ensure that your content is as relevant to them as it can possibly be. This level of relevance will fuel engagement amongst your audience and before you know it, you will be well on your way to managing a community.
Growing a community is a gradual process and requires work; when people sign up to your blog try and avoid sending them a generic email but rather respond to them personally and encourage their thoughts. Personal responses are time-consuming however they will foster long-term relationships between your brand and your audience. After all, your social media strategy should not be target driven but rather results driven.
Whilst it is never a bad idea to link your blog to your social feeds, refrain from posting identical Facebook and Twitter updates. Instead utilise each platform for its own unique strengths.
You can monitor Twitter for news and trends and jump on the back of any news that you believe ties in well with your brand. Try and post unique and varied content on your Twitter feed to encourage re-tweets.
Facebook, with its new graph search function, is great for local search. This is where engagement will become key. People trust their peers so encouraging your community to not only engage with the brand but to engage with each other will be great when graph search really gets up and running.
Encouraging people to share with their friends on Facebook will provide your brand with a unique level of credibility. Ensure your brand’s Facebook page is up to date and most importantly it reflects and engages with real people online.
(image courtesy of blog.ukfast.co.uk)