Facebook has more than 2 billion users worldwide. Instagram has about 700 million members. And Twitter averages 300 million active users a month.
Social media has become a marketing superpower in its own right, with capabilities far beyond posting pictures of your lunch or letting everyone know how you spent your weekend. For instance, social media can be an important tool in helping drive potential and existing customers to your utility’s website. But the key is figuring out the best ways to attract their attention and draw them in.
According to Search Engine Watch, social media’s role in search engine optimization (SEO) is ever-changing. It is constantly evolving through link building, brand authority, SERP optimization, and more. Here’s what you need to know today.
Are you Googleable?
We all know Google is cagey about revealing how it factors social media into its website-ranking algorithm. Attempting to figure it out and stay on top of the latest changes could be a full-time job in itself! But it’s well known that search engines like Google and Bing care about ranking signals, which are relevant metrics including things like keywords, the quality of website content, how often a site is updated, and how trustworthy and authoritative a website appears to be.
So how can we, as marketers, leverage this for the greater good of our websites? One way is through SEO via social media. That includes:
Link building. Say you post a great piece of content on LinkedIn, and your connections share it with their network, tweet a link to the content or post the link on their Facebook page. That’s known as link building or link earning, and it’s a key metric that Google looks at to determine the authority of your website.
So the more social media sites you use to post content that catches people’s eye, the more opportunity you have for links that boost your SEO presence.
Brand authority. Your social media content can also establish your brand authority. Not only is this a factor in SEO ranking signals, but it can also lead people directly to your website.
For instance, if you routinely link to content about solar energy generation on your utility’s social media feeds, people looking for information on that topic will start to think of your utility as a thought leadership resource—and may search for your website directly rather than typing a keyword like “solar” into a search engine.
Establishing your page as an authority can also be done by curating indexed pages. The more web pages you have that includes specific content, like information about solar energy in this example, the more pages Google indexes under your domain. This builds authority and credibility in that keyword area, leading to better placement on search results pages.
SERP boosting. Tweets and other public social media postings show up in search engine results pages (SERP) that are generated when someone does a keyword search. Therefore, having a strong social media presence can help move your utility’s website up to the top of a SERP. And it can also boost your brand credibility—which factors into SEO metrics.
“In today’s society where follower numbers, likes and shares have a real impact on authority, the fact that social media results appear in branded searches should not be underestimated,” the Search Engine Watch report states.
The bottom line is that social media is a multifaceted marketing tool—and improving your utility website’s SEO is an important aspect to keep in mind when formulating a social media strategy. To learn more about this topic and discover how Franklin Energy's marketing team can help build your online presence, schedule a meeting with an energy expert today.
Digital Marketing Strategist
Marketing is always evolving, but Megan Nyquist knows how to stay one step ahead. As an expert in both digital marketing strategy and digital campaign development, she works closely with clients and program marketing staff to develop innovative digital marketing campaigns that improve results and reduce costs. Megan also leads digital marketing training for the Franklin Energy marketing team and our clients. She has achieved trackable customer engagement in our own corporate marketing and effected impressive improvements in satisfaction and participation on behalf of our utility clients. Megan holds a bachelor’s degree in journalism from Marquette University, extensive digital marketing certifications and has won multiple digital marketing awards on behalf of Franklin Energy and our clients.