How Your Social Media Posts Support Your SEO Strategies

How social media posts support SEO

Making Content More Shareable on Social Media to Boost Website Traffic

If there are 3.8 billion users on social media, are you optimising your website traffic for them?  Pickled Ginger’s 7 tips for shareable social media.

Social Media - how long does your content last? By Pickled Ginger Marketing

Isn’t it a great idea to bring in traffic for your website from different social media channels? Seems like a no brainer to us. But, how exactly is that possible? We all invest in SEO for our business website (and if we don’t….we should be!), but that’s not the only thing we should depend on when running a business.  Our digital assets and the fruits of our labours within our social media platforms.  Do you look on Google Analytics to track your website’s traffic?  Do you check your insights on each social media platform….and are you checking social signals?

Social Signal Meaning

Social signals are an indication that your brand is digitally being talked about; think engagement, reviews, shares, votes and pin. You need to think of profitable ideas and make shifts in your strategies whenever necessary. Social media is a great tool to drive traffic to your website. The key to successful social media, however, depends on one thing – content. In this post, let’s go over how you can create shareable content for your website and drive traffic through it from social media.  Here we go….

How to Make Content More Shareable in 7 Easy Steps

Here are Pickled Ginger’s 7 steps to creating shareable content for your website and drive traffic from social media.

1. Understand Your Audience – Research is Key

Like any other online marketing campaign, you will have to start the process of making shareable content by understanding who to write for in the first place. You have got to know what your target audience looks like and what their interests are. If you can create informative and fun content around their interests, the chances of getting shares increases.  When we work with clients to dovetail their social media to captivate their audience’s attention, we do our research.  Research is key.  No point pinging meaningless posts out there that take time and mental energy if there is no comeback to your business. Think like you are going to an interview, you’d Google that business, the industry and the decision makers.  You would want to ensure you had fully backed up your pitch to them.  That’s true of your content for your blogs and social media.  Google is one of the most easily accessible place to source information…and from this example, so is LinkedIn.
HubSpot’s take on TARGET MARKETING v TARGET AUDIENCE Though both target audience and target markets are centered around segmenting customers into groups to make informed business decisions, a target market is a specific group of consumers at whom a company’s products are aimed. A target audience defines that group using audience demographics, interests, and buying history.
There are ways to find out your target audience through:
  • Google Analytics
  • Google Ad Planner (without hitting the “go” button)
  • Social Media Insights
  • Customer Surveys

Why do we need to understand our target market?

  • To make sure you’re writing the right content for your perfect audience
  • Teaches you how to create content that your ideal customer or client wants to search / engage with / read /share
  • Because it helps with conversions rates (owing to your research above)

2. Create a Captivating Caption/Title

What’s the first thing your readers come across when they click on your page? It is the content title. The title is something that will draw your target audience in and therefore, it needs to speak volumes about what the issue is and how you can help.
What is a title caption by Pickled Ginger Marketing
Example of Pinterest Title Caption
Your title must stand out from the rest. This will automatically entice people to take the desired action – a click on your link. You could use the CoSchedule title evaluator to see if your title has all the important elements that can trigger the online user to click on it.  

3. Write High-Quality Content

The world of online marketing works on a simple principle – you provide value first and then you get the reward. Believe it or not, there are many competitors that are ranking higher than you and still not providing adequate value in their content. This is a perfect opportunity to take advantage of their gaps by creating content that addresses all the unanswered questions. There is no alternative to creating high-quality content. The content that has the maximum juice and that focuses on the right issues, will get shares on social media. You must figure out what kind of content your target audience likes to consume. Is it listicles, step-by-step procedures, infographics, or something else? Push the right content on your website. If you’re on a tight budget (aren’t we all?), Fiverr offers excellent talent from all over the world to help with an extensive list of marketing help.

4.     Use Compelling Images

Images are much more easily registered in a human brain than text. Does that mean you just go for graphical content? Well, yes and no. There are times when you need to create comprehensive content on certain issues. Pickled Ginger Marketing provides a service for professionals such as lawyers, medics and property managers, they, for example often require quality text with researched data.  However, those articles could be on their website, but will have fabulous internal links etc.  Those in turn are easily transferable to social media.  Just depends which social media platforms your audience will find you on. You will have to touch several key points in the content and be thorough in them as well. While you create such content, it is important that you complement it with a good mix of compelling imagery to help readers understand the content well. It also helps to keep the readers engaged. Other times, you must focus on creating infographics especially if you are targeting to get shares on Pinterest. Infographics have a very high share rate and easily get viral on the Internet. Also while putting images inside your content, make sure you put the right ALT-text for them. This is important for SEO purposes. Add the ALT-text tag for your images will allow Google to crawl the images as well; and rank them on the basis of relevancy.  Alt text (or alt tag) is a way of manipulating an image seen by Google to direct it to your website.

5. Make Use of Influencers

While trying to create shareable content, you must never miss out on the opportunity to grab the attention of influencers and play their online presence to your advantage. Influencers are highly trusted people in their own niche and this is the reason why brands look to partner with them for marketing. Mentioning the influencers in your content and letting them know will trigger them to share it on their online profiles which can result in a surge of traffic towards your business website. It’s a little like old fashioned PR, get to know your perfect influencer, track them and get to know them.  Assuming your products or services RELATE to that influencer, then all is well.  If you are involved with the influencer and paying them to advertise your goods through them, ensure you are abiding by the terms of your chosen social media platform.

6. Be Consistent

To create an impact on your audience, you will have to show up consistently. Growing an audience is not just about publishing great content on your website. While it is definitely an essential factor to your success, it won’t function if you don’t produce content regularly. Your target audience should know when they can expect the next piece of content. Secondly, you must practice a consistent brand voice as well. A consistent brand voice that is distinctive and recognizable will build trust with your readers. The more familiar your audience gets with your voice, the more they will share your content and the higher the traffic will be for your website. Pickled Ginger Marketing’s in-house branding guru, Mel, for example will work with clients to ensure the brand message is there including the social media mock ups.  Consistency is great and Google’s crawlers can expect to understand that consistency also.  Win:Win.

7. Track Your Progress

Finally, you must make efforts to track your progress on social media as well. You should know which kind of content is getting more shares and which is not. This will allow you to make informed decisions about your content creation strategies in the future.  Google Analytics or your business website will help you understand more.  Don’t be afraid of it!  Grab a cuppa and give yourself 15 minutes to read through. Social Media platforms will have their own insights.   Co-Schedule have a great template you can download to aid your understanding of consumer behaviour.   You can read their blog about social media insights here.  It will help you with how to….
  •  interpret the data you’ve found and get actual meaning from it.
  • explain the numbers and more to a client or team.
  • update your social media tactics based on the insights you’ve found.

Final Thoughts

Engagement is a must to know that you are doing your content justice, but don’t forget it’s also getting into the mindset of wanting your fab content shared by your friends, your colleagues and therefore…their family, their colleagues…you get the gist.  Just remember it’s about THEM …not you. There you have it. We have mentioned 7 different ways you can use your optimised content to improve the shareability on social media to boost your website traffic. We’d love to hear from you if there are more questions. Enquire here or sign up to our newsletter for updates on how to BE SEEN.