If you have a business, it is very likely that you have a website and have made it a point to establish a social media presence across various platforms like Facebook, Twitter, and Instagram. You may have also employed Search Engine Optimization (SEO) strategies and social media marketing tactics to reach a larger audience and boost sales.
It is also very likely that you’ve never considered mixing the two, like French fries and ice cream, or pineapple and pizza. But unlike the combinations mentioned above that sometimes work (and sometimes don’t), SEO and social media can work together if done right.
SEO And Social Media: A Match Made In (Digital) Heaven?
Simply put, today’s digital-driven world is run on one thing: information. Whoever holds (and processes and uses correctly) the most information will always have the upper hand, especially in sales and marketing.
SEO and social media each have their own intricacies that need to be mastered, but if we are able to develop a good exchange of information between the two platforms, you’ll realize that they actually complement each other if you keep these tips mind.
In this instance, let’s take a look at how SEO can help you make the most out of your Facebook Audience Insights—a potent tool created by Facebook developers to allow advertisers to target their ads more accurately through the aggregation of data ranging from demographics to lifestyle of people on your Page and other Facebook users.
Below are key data sets you can get from this tool:
6 Effective SEO Strategies For Enhancing Your Social Media
There are many ways SEO can enhance your social media effectiveness, but here, we will show you the six most effective SEO strategies for your social media efforts.
Consumer Behavior 101
Knowing who your customers are is one thing, but knowing how they behave and act while shopping is essential to your enterprise. You should dedicate time and resources to studying your customers’ behavior, learning what makes them buy, stay and/or recommend products and sites.
Merging your keyword search data with the information from your Facebook Audience Insights is the first step to getting to know your customers better. With this tool, not only will you be able to track and collect your audience’s demographics, but also where they work, their religion, their gender, and even where they buy their favorite shampoo (or their purchasing activity).
With these two data sets, you will be able to have a clearer picture of your customers and their buyer personas, allowing you to zero in on how your audience is segmented and what each group really wants. This then gives you the ability to create content that effectively resonates with them (not to mention the money you can save shooting in the dark).
In the experience of Angela Ponsford, a Facebook Ad consultant who ran a campaign for her client’s home renovation program, a trial-and-error approach using Facebook’s Audience Insights led to a $1,980 revenue from a $507 ad spend.
Through an initial run of the ads targeting women in the 30-40 age group, she found out that those aged 45+ were actually engaging. After fine-tuning the targeting, as well as changing the ad copy from “webinar” to “workshop”, it resonated more with the interested audience. The ad’s click-through rate (CTR) also doubled.
Put a GPS on your customers
Knowing your customers better means knowing where they come from—whether this is their geographic location or which platform (mobile or web) got them to your site.
Audience Insights can help you break down your consumer segments so that you can target specific groups in your market. Finding out answers to questions such as ‘in which area has my content been seen and searched the most?’, ‘where have my campaigns been the most effective?’ or ‘where have my likes come from the most?’ will help you tailor-fit your messages for maximum results.
Take, for example, Lange Financial Group’s Facebook Ad campaign that aimed to gain attendees for a seminar it offered to seniors. Their Facebook ad campaign was two-fold—first, localizing web content to audiences where the seminars were going to be held (as shown in the screenshot below) and second, targeting registration to the initially-qualified audience.
The campaign brought in 594 people to the page, 40 registrants to the seminars, and saw an average increase of 15 additional attendees to succeeding workshops.
Keep in mind that finding this type of data is harder if you have a smaller audience—hence, the need to make SEO and social media marketing a continuous process with the goal of both generating sales and growing followers.
Also, remember that not all traffic results in sales. While customers may have given you their email address, visited your website, downloaded your app, or clicked a Facebook ad, they may need to be retargeted in order to finally be converted.
Building the bridge between mobile SEO data and rich audience data
Long gone are the days of desktop computer supremacy, as recent data shows that people interact with online content through their phones up to 52% of the time.
That said, we need to find and use the mobile data (e.g. how often people in your target audience are logging on to Facebook, which device(s) do they use to browse and/or purchase) that are readily available through Audience Insight (sample in screenshot below), or you will be missing out on the possibilities.
Keep in mind though that while SEO strategies can help you gain more traffic, make sure your website’s design is optimized and mobile-responsive first, in order to ensure customer conversion and loyalty.
The most effective way of finding the sweet spot between your mobile SEO strategy and Audience Insight is through A/B or split testing.
This process allows you to see if the same person clicking on your content through their phone is the one actively interacting with your social media pages. You can do this by experimenting on variables, such as target audience, delivery optimization, placements, and the like. This method can give you a clear picture of who your audience is, and whether or not your social media campaigns are translating into conversions on mobile platforms.
For BionicGym, ‘a wearable device that exercises you’, their experience with split testing proved to be the key to a 9x return on their Facebook Ad investment. Initially, they used a one-size-fits-all campaign by targeting all countries. After a review of results and objectives, their marketing team decided to create country-specific campaigns that conducted split testing on gender, placement (desktop or mobile), and creative variations.
Below is an example of the various ads that BionicGym ran on custom audiences to gauge which combination led to most conversions.
Google Auto-Suggest is your new best friend
You know when you’re trying to find out the title or artist of a song, so you type in a few words from the lyrics on Google and the song you were looking for appears? What if you could harness that power for your business?
Google Auto-Suggest (Google Autocomplete) is a surprising yet interesting way of doing research. Type in a keyword and be ready to be surprised, as some autocomplete suggestions on the search bar may give new perspectives or insights on keywords you might have missed before.
How does this help your social media content? You can:
- Organize the data you’ve found and prioritized certain keywords based on their relevance to your content
- Incorporate these keywords into your existing content
- Create new content based on the keywords you’ve obtained from the Google autocomplete data
This feature is also available in the Interests part of your Facebook Ad Audience section. Just type in a keyword and variations come up via autosuggest. Hovering over will give you a better idea of what it’s about and how many people are grouped within it as shown in the screenshot below.
Organic plus paid ads: The new era of SEM
Search Engine Optimization (SEO) and Pay Per Click (PPC) strategies are two components that makeup Search Engine Marketing (SEM). While SEO generally costs less and attracts organic traffic, it takes time, skill, and effort. PPC, on the other hand, can quickly produce conversions (if well-targeted) but can be costly depending upon your keyword’s cost per click (CPC).
How can you make the two work together for ultimate value for money? Make Facebook PPC work for your SEO. Facebook offers an assortment of tools such as videos, carousel, and canvas ads to boost PPC results.
For two Honda stores of Menholt Auto Group, a multi-state store selling new and used cars in the US, a mix of Facebook ads and SEO increased overall web traffic by 48% and 89%, which led to a 14% and 15.5% conversion of Internet leads to sales, respectively.
First Pagers: Boosting Your SEO Rankings
While Google’s algorithm and ranking signals aren’t directly impacted by your social media visibility, Facebook ads and posts that direct customer traffic to various pages on your site lessen the percentage of single-page visits (lower bounce rate) and increase site engagement time.
In addition, with more than one billion people active on Facebook, brand awareness and audience is easily built. This often leads to branded searches—when customers google your brand along with related keywords that, in effect, help you rank better.
With increased engagement also comes the larger possibility of backlinking from other top-caliber sites that can lead to even more traffic.
On Facebook, this means that engagement in the form of likes and shares of your site’s content also help. Complement this with a low bounce rate and good engagement metrics, and Google will reward you with a better SERP standing—eventually making you a top-ranking first pager.
This was exactly what happened to when an online content distributor ranked #1 for the keywords “unhealthiest foods” and #4 in the same search after their article got shared over and over again on social media, and eventually by a celebrity that caused thousands of more shares after.
But do remember: people won’t view, read, like and share bad content. Content is king.
Let’s get working
These are only six ways that you can use SEO to enhance your Facebook marketing and also boost your SERP ranking. Bring your sales and marketing teams together, so they can explore how they can exchange information and work towards finding the best strategies for your company that will ultimately result in conversion, sales and customer loyalty.
Make the most of SEO and social media data today! Try out these strategies and let us know how it worked for you.
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