Share-Worthy Content Ranks Higher In Search
Recently Mashable published an interesting article about content marketing and how it has evolved over the past decade. They compared content that people shared with how high the content ranked in the search results. Back in 2002, there was a small overlap of these two areas. Fast forward ten years and you’ll see that the majority of content that ranks high in the search engines tends to be the most popularly shared. As social signals are having more of an impact on the SERPs, you need to make sure your content is not only optimized for search engine spiders, but for your readers and followers as well.
Content from Your Audience’s Perspective
There are two parts to content marketing. One is creating the content and the other is all about promoting said content. Your content marketing campaign is the most successful when the content you publish on your blog, on video sites, and on your social profiles is also viewed and shared by your followers. People tend to share content they find interesting, funny, informative, insightful, or useful to them. You have to be careful to make sure that your content isn’t purely promotional or only written for the search engines, and instead focus on making content that applies to your audience and meets their needs. You have to give people a real reason to share your content on their social networks.
For instance, if your followers come across a blog post that is poorly written and doesn’t contain any valuable information, chances are they won’t even finish reading the post let alone bother to share it. However, if your content is compelling enough, it will encourage your followers to share it on their social profiles, which can then be seen by other followers who may not be engaged with your company or brand. When others come across your content and it engages them, they will be more likely to click through to your site and ultimately become a follower of your social networks.
Content from an SEO Perspective
The search engines incorporate “social signals” into their ranking algorithm. Social signals are the amount of times an article is shared on Twitter or the number of likes a Facebook post receives and so forth. In fact, sites with strong social media presences on multiple platforms have a higher visibility than sites that are not active with social media. It is because of social media’s effect on SEO that businesses should have active social profiles on a variety of platforms beyond Facebook and Twitter. Setting up a LinkedIn profile, Pinterest account, and a Google+ page can all help to increase the number of social signals associated with your website.
If your content isn’t getting shared on social sites, you are missing out on a huge SEO opportunity. Social media helps to generate new incoming links to your site which boosts SEO while building brand awareness and your online visibility. This is why when creating your content, you need to make sure you have done all of your keyword research so that your content is not only relevant to your audience, but that it fits into your overall search engine optimization strategy.
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