How To: Drive Search Traffic to your Social Media Pages

by Morgan Siem on May 9, 2011

in Search,Social Media

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I wanted to draw some attention to a recent Emarketer article that made some great points about Optimizing Social Media Pages for Search. I also wanted to add a few points that you might find helpful.

Key points from the article:

  • brands’ social media pages aren’t always easy for consumers to find via search
  • linking from your company’s main page to your social media pages, increases the SEO value of those landing pages
  • keeping the content updated increases SEO value as well
  • social media can boost the SEO value of your company’s website by increasing traffic & inbound links

I’d like to add a few helpful tips to help avoid the situation that people searching for your brand on Twitter or Facebook (or Linkedin, Youtube, etc.) can’t find it:

  • Your profile name should match your brand name. For instance, let’s say we’re talking about a personal brand. If my personal brand is Morgan Siem, then my twitter name and Facebook name should be the same, not something like @TarHeelChick or @RaleighOutdoorsLover. Here’s a blog post that addresses this: Building a Consistent Personal Brand.
  • Set up your vanity URLs. For Twitter, this is automatically set to match your Twitter handle, however for Facebook and other sites, manually set your vanity URL to match your brand name. What I mean by “vanity URL” is the difference between facebook.com/13498fjad08 and facebook.com/mediatwointeractive.
  • Consider paid search, especially if you’ve got a lot of competition for your brand name and top keywords. For more on setting up a Google Adwords campaign, read this: Using Ad Scheduling in Google Adwords
  • Link to your social pages. Not just on your company website, but in your e-mail signature line as well. This is not just for the sake of SEO, but also to bring awareness to the accounts and help interested users find the official accounts that your company is using (rather than having them stumble upon the community page that Facebook – annoyingly – sets up).
  • Post relevant content & use keywords. Seems obvious, but the more that your content matches your key messaging, the more it will appear in relevant search results. When I say “use keywords” I mean replacing, “we’ve got new items on the menu today!” with “asiago-crusted chicken breast over fresh pasta w/ roasted local NC wild mushrooms —  come try our newest dinner menu item today!”

Another important point related to the topic at hand is that creating social media profiles can help brands to own their page one search results. Hers’s a more in-depth post about that: How Social Media Affects Search Engine Marketing.

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