There are so many ways that an organization’s Facebook page or their LinkedIn About Us section can be optimized to increase their online visibility. We’ll take a look at how you can bring these strategies together to generate more searches for your client’s business—and from this, give them a greater online presence.
Does Social Media Posting Help With Online Visibility?
To get something straight from the outset, social media cannot directly impact your client’s rankings. But, if you can create a more holistic approach to online marketing, social media activity can raise the company’s profile and increase the clicks on their website.
What are you aiming to achieve by linking social media activity with online visibility? These are the boxes you could be ticking:
- More clicks on the organization’s website—increasing lead opportunities
- An increase in online searches for the company—increasing lead opportunities
- Social shares for a wider post reach and increased audience—increasing lead opportunities
- More information to help analyze social engagement—you get the picture! Doing more of what works helps you… increase lead opportunities.
And behind all this? Quality content. That’s where you, as the marketing expert, can really help your client. But you know this already.
Which platforms does your client currently use? Most social platforms can help with online visibility. The answer should be the platforms that will help your client target their audience.
Each social media platform works slightly differently when it comes to encouraging clicks and shares, and, of course, any social platform a company uses has to be “on brand”.
So, how can we make the most of the brand’s social media platforms? Here are some tried-and-trusted techniques that marketers can use to improve online visibility.
What about “SEOing” your personal and company pages?
On LinkedIn, there are a few main areas on your profile and your company page that are primed for SEO—not only within the platform, but with search in general. Filling out as much as you can in the About section is a great start.
Use keywords that describe your products and services in your headline. Most people put their job title and other accomplishments/certifications, etc. What are your clients looking for in regard to your products and services?
About/Summary Section—Personal Profile
The “About” summary section gives you the capacity to use 2,600 characters about who you are, what you do, how you help people/companies, showcase clients, etc. This is prime real estate to add keywords that your clients are using to find your products and services. That’s a lot of real estate! Just remember to write to humans first and the bots second!
Experience Section—Personal Profile
The Experience section on your personal profile is another area you can optimize with SEO. Make sure your experience section has a few paragraphs that talk about what your company provides from a product/services perspective. You have another 2,000 characters to use in this area to showcase your expertise and attract potential clients with correct keyword placement.
About Section—Company Page
The company page on LinkedIn also has an About section that needs completing. Once again, you have a summary section where you can write up to 2,000 characters of keyword-optimized text showcasing your products, services, clients you work with, problems you solve, etc. Use this space wisely for SEO.
Facebook’s About section on a company page is another area we see that is often under-populated for most businesses. Make sure you have as many of the About sections filled out as possible. There is also a large summary section here where you can add up to 50,000 characters! Once again, use keywords that your clients are likely to use to find your products and services.
We normally write up a directory template for clients with all the correct contact information, as it appears on their website, as well as keyword-optimized long and short descriptions. Once that is approved by the client, it is then easy to cut and paste the relevant information into the About sections on all social platforms that are being used for the client.
We are all familiar with backlinking, right? Well, the DA (Domain Authority) is pretty high on social platforms! If your profiles are SEO optimized properly, you or your business could be found on a social platform first before being found in the organic search section. The potential is huge.
The following are some other ways you can add visibility to your business through social:
- Create unique content. No lazy sharing for you (although some is good, of course). Share blogs, news stories, 5-star reviews of your products or services, relevant case studies. The more original the content, the more the search engines like it, and, hopefully, the readers.
- Make sure it’s easy to share. Add Share buttons to all of the above on your website. Encourage readers to like and share your posts.
- Commit to updating. Like a houseplant, a social media platform looks very pretty to start with but will quickly wither and die if not watered. Ideally, you have a feeding strategy! Commit to posting regular content and updates. Nothing much to share? Nonsense—there’s always something, even if it’s just a picture of the office cat (NB: this will get more traction than your carefully crafted blog posts. Try not to despair.)
- Commit to commenting too. So important. A post is not static, and it’s not “job done” after you hit Post. Make sure you or a member of the organization commits to engaging with responses. This makes the company seem genuinely engaged with its clients. And yes, damage limitation from any trolls.
- CTAs. We know we don’t need to tell you this. All content needs a CTA, even if it’s just a simple Find Out More link.
Is your approach working? Are all these social posts or films or images leading to clicks and conversions?
All platforms have an insights or analytics feature that you can use to measure the attention your socials are getting. You can also look into social media engagement tools, which you can download and use to generate all sorts of exciting tables and graphs. You can compare the social media and website stats to see the effect the former has on the latter. Is content converting into clicks? Remember, green is good for all social and SEO measures!
You can also see the organic changes in your Google Analytics account.
If it’s managed well (and we did say that ongoing commitment is involved), social media can be used intelligently to increase a brand’s online visibility. It’s a cost-effective marketing strategy, and all the tools you need are easy to access.
For this, and other essential social media marketing insights, follow us on LinkedIn or Facebook. See what we did there?