You know that social media and search engines are some of the top ways your customers find you.
What are you doing about it?
And, do those two things work together?
Here’s a breakdown of how social media works with your Google search rankings and how you can make a marketing plan so it all works together.
Google and Social Media: The Basics
Go ahead and Google your name or your business’ name.
What comes up on the first page?
It should be your website, Twitter account, Google+ page, LinkedIn and Facebook.
Why does it work like that?
While the social platforms have evolved from websites into apps, advertising platforms and more, at their core, they started as just websites.
And now they’re websites that are visited by a lot of people, frequently, and they’ve been around for 10 or more years.
That means that Twitter, Facebook, LinkedIn, Instagram and Google+ have high Google search ranks.
When you set up your business account on these social networks, you benefit from their rankings – and it should get your business in the top search results for your company name.
Google and Twitter
Disclaimer: Twitter is not right for every business.
It’s great for sharing information, building your brand or as a customer service tool. It does take some time to build a real audience of your target customer and Twitter does have a problem with bots.
If you do want to use Twitter as part of your marketing plan, there are benefits that spill over into Google search results:
- Searches using hashtags will populate Twitter as one of the first, if not the first, results. For example, Google searching for #realestate brought up:
Out of the 2.2 BILLION results, Twitter ends up at the top.
And if you’re actively tweeting using a hashtag specific to your industry or what your target audience would use? You could show up there.
- Twitter is powerful in Google’s eyes – so your Twitter handle will show up pretty high in the search results for your business’ name – probably above your Facebook page.
Case in point: Coldwell Banker Real Estate
This company’s Twitter handle showed up right under their website.
And their Facebook page was way at the bottom of the search engine results on the first page.
If you’re interested in learning more about optimizing your Tweets and Twitter handle to help your search results, check out this Social Media Examiner article.
Google and Google+
If you’ve been on Google+ for your personal or business account, you’re probably wondering what the hell is going on:
- It’s not intuitive
- There’s a good amount of spam
- You’re not really sure what’s “social” about it
Before you X out of the tab, stay long enough to set up your Google business account and Google+ account.
The benefit to posting to Google+ is that the content posted there gets indexed immediately.
This means your content gets onto Google’s radar immediately.
This does not happen on Facebook or Twitter. You’ll probably see way more authentic engagement on those channels – likes, reactions, shares/retweets or comments – but Google search results work better and quicker with their own social media channel.
In short: Google+ helps your search engine optimization efforts.
While high-quality content is still the most relevant factor in getting your content ranked – and quality will only continue to grow in importance – it’s also a great idea to get your content indexed with Google so it has a better chance of getting in front of your audience through a Google search.
And while Google+ seems like it should just gracefully bow out of the social media circuit, Google’s not done yet. The tech giant continues to try to make it work:
We're rolling out a brand new Discover stream to help you find the best content on Google+ More details here: https://t.co/iqhIqUxK8X
— GooglePlus (@GooglePlus) August 16, 2017
Google and Facebook
Like Twitter, your Facebook business page should show up in search results for your brand name.
Facebook’s customer reviews from your page also show up in Google search results.
And some surveys have even shown that consumers prefer to leave reviews on Facebook, over Google or Yelp, because they’re already on the platform.
What does that mean for your business?
Well, if you have a review request included in your marketing strategy – i.e. you ask customers to review your business at the point of service, on the receipt or in a follow-up email – then it may be a good idea to direct them to your Facebook page. That way, you’ll get reviews for Facebookers and Googlers alike.
Google and Pinterest
Pinterest isn’t social like Facebook or Twitter is.
Sure, you can comment and be “social” on it, but it’s predominantly used to organize recipes, crafts, outfits and other ideas.
It’s like a digital bulletin board – you find something you like and you pin it so you can look at it later.
And for businesses, it has become a top resource for shoppers. In fact, 87 percent of Pinterest users have purchased a product because of Pinterest.
So how would you get your Pin to show up in Google search results?
Like SEO and Twitter, you’d have to focus on specific keywords.
On Pinterest, you would:
- Create a board with that keyword in the title
- Add pins to the board
- Promote your board
- Add new content consistently
Now, how does that apply to your marketing plan?
Things get a little tricky here – but it’s not rocket science, so you got this.
See, it’s a simple cycle:
- You research keywords for what your target customers want to know
- You create content to answer those questions or help them find answers or information
- You post it on your website as page content, blogs, videos, etc.
- You promote that content on your social media
- Your social media followers – if interested – click on those links
- They read/consume your content, telling Google, “Hey, this is some good stuff right here“
- Then Google says, “OK, this content is valuable“
- Then your website gets boosted in search results – hopefully boosting you to the first page of those search engine rankings
Simple – not necessarily easy – but simple.
And that is how Google works with your social media.
It’s also why you should have a documented marketing plan – to make sure all those pieces – your Facebook, your Twitter, your blog, your Instagram, your website content, your YouTube page – are working together to bring you more business.
Get the business support you need. Get in touch and let’s take a look at your marketing plan.