Importance of All Forms of Social Media in Relation to Internet Marketing

We have discussed the impact that individual social media channels have on your website’s search rank, thanks to information detailed in this article by Search Engine Watch.

Now it is time to look at the final two points that can have an effect on your website’s ranking in Google and other popular search engines – and these two points encompass buzz that your website gets across all forms of social media.

Firstly, let’s look at Positive vs Negative Brand Mentions. Search Engine Watch recommends that site owners track these mentions using a tool such as Radian6. However you choose to track these mentions, you – obviously – want to ensure that your brand has far more positive than negative mentions. This isn’t always easy – people are far more inclined to write a review or make a comment on a negative experience than they are a positive one. That is unfortunately the nature of consumer behaviour. However, you can encourage positive mentions by politely requesting feedback or testimonials from customers, perhaps even offering them an incentive to do so. If they go to write a testimonial and were happy with their experience, you should be able to cancel out many negative reviews after some time.

If you have a large number of negative mentions online due to faults of previous management or a genuine mistake that you are still paying for, consider using the services of an Internet reputation company. These companies will work hard to get your name out there in a positive way, slowly burying the negative links so that they have less and less prevalence in search engine results.

Lastly, Search Engine Watch recommends looking at the Number of Social Mentions your website has across all forms of media. The main reasoning for this is that there are specific campaigns a company can run to try and boost its presence on a social site like Facebook or Twitter, but that may not accurately represent that your company deserves this reputation – it could simply be the result of running a competition, for example. So instead try and diversify your online reputation among a variety of sites – this will help Google know that your content really does deserve to be featured.

For previous articles in this series, visit the links below:

Importance of YouTube in Relation to Internet Marketing

While we have discussed, in previous posts, the importance of Twitter and Facebook as factors to study when looking at the effectiveness of your social media campaign, the biggest one to look at – according to the number of factors attributed by the author of this article at Search Engine Watch – is YouTube.

The article discusses the 13 points you should look at when deciding how effective your social media campaign has been on your search rank. It devotes the first four points to Twitter, the next two to Facebook, then the next five to YouTube. Indeed, there are a lot of aspects to YouTube that the average Internet user doesn’t realize…many untapped opportunities for quality Internet marketing lie in this video sharing site.

The points, as listed by the article’s author, are:

  1. Number of Views
  2. User Comments
  3. References from Independent Profiles
  4. Title of Video
  5. Percentage of Likes vs Dislikes

So let’s break these down, one by one.

1. Number of Views

The more times a video is viewed, the more value is attributed to your site. How do you get your site into the factor? Always include a link to your site in the video description. This one sounds obvious – videos go viral becauseĀ of how many views they get – but that’s because it is obvious, and it works!

2. User Comments

Many fall short with this one on YouTube. Although it is an extremely widely used form of social media, most people use it to post their video and disappear. Engaging others is a big part of what will make your YouTube channel that much more effective. Watch other videos, comment and then your profile will get extra views because of it. In this way, it’s similar to blogging. The more blogs you comment on, the more someone sees a link to your blog and clicks on it, thus the higher in the search ranks it rises. It is the same idea with YouTube.

3. References from Independent Profiles

This is harder to achieve but it’s what really helps a YouTube account to boom. This is when another YouTube user links to you or – even better – creates a video response to your video, or a parody. As Search Engine Watch says, “The prime example remains the Cadbury’s Gorilla, but there are lots of interesting mini-campaigns trying to leverage the above.” If you have some time and energy to put into booming on social media – this is where you could try directing that to really see your YouTube profile explode.

4. Title of Video

In the same way that you title your webpages appropriately (ie with search engine keywords in mind), do the same for the titles of your videos. This is, after all, the information that is used to populate YouTube’s search engine to help people find your video, and the info that gets plugged into the URL. So use those words wisely – while still, of course, keeping your title appropriate and relevant to the video’s content – not the landing zone for keyword dumping.

5. Percentage of Likes vs Dislikes

This is self-explanatory also, but this will play into a factor we will discuss in the final post in this breakdown, which is negative vs positive brand mentions. Unlike Facebook, YouTube has a dislike button as well as a like button. Therefore, people don’t just click away if they are disappointed in a video – nor do they have to be so disappointed that they want to take the time to sit down and write a comment about it. They can simply click a dislike button. You want to focus on likes here, so try to avoid posting polarizing content – unless, of course, your hope is that the controversy of the video is what will drive your campaign.

Next time we will wrap this series up with a look at aspects of social media that affect search rank from all forms of media, in a good summary of the impact of this form of online marketing.

Importance of Facebook in Relation to Internet Marketing

Last week we discussed the importance of Twitter in relation to search engine rank and online marketing. This week, it’s Facebook’s turn.

Social media in general has a huge impact on search rank, as previously discussed in previous blog posts this month (in case you hadn’t seen a pattern already, we are focusing on social media for September’s blog posts!).

This article by Search Engine Watch details the 13 elements of social media you should be tracking in order to really work out which elements of your social media campaign are affecting your search rank. It helps to narrow your focus on certain metrics so you can most effectively track the progress of your marketing strategies and tailor them as necessary.

While the author’s first four points focused on Twitter (which we covered in last week’s post), the next two look at Facebook. The two elements the author says you should be concerned with, when it comes to Facebook usage, are:

  1. Number of fans
  2. Number of comments

While elements such as Facebook shares and ‘likes’ are focused on by many social media experts, it seems that fans and comments are the ones that deserve your attention. The reason for this, the author explains, is that if people are ‘liking’ numerous posts on your Facebook page but commenting on few of them, it is a sign of a marketer trying to fool the system.

Even if your page genuinely is getting organic ‘likes’ from fans, and you’re not trying to pull one over on Google, this is still a sign of something that you need to work on. If posts are just driving people to ‘like’ them and not to comment then you need to reevaluate what kind of posts you’re putting up. You want to encourage discussion and involvement through your social media strategies, so post more leading questions, invite commentary or opinions. People love to share opinions, especially on Facebook, so if you ask the right questions you should have ample discussion on your page.

This is, of course, dependent on you having a large group of fans to provide the feedback and discussion you need. Which was the author’s first point of focus – the number of fans you have. Akin to Twitter followers, you need to garner these fans in a natural and organic way (companies are no longer allowed to require that people ‘like’ their page, comment on a post or engage with them on Facebook in order to enter a competition, which was how a number of companies used to gain large followings on Facebook – you can see Facebook’s official rules on that issue here). Advertising that you have a Facebook page, and printing a QR code on marketing materials will allow people to quickly be directed to the page once they have scanned the code with their smartphones, simplifying the process for customers.

According to Search Engine Watch, a large number of fans will add value to your website in a search engine’s eyes.

Check back on Friday for the importance of YouTube on your Internet marketing strategies.

Social Media and Its Impact on Search Rank

Social media has become such a predominant force in impacting a website’s search rank that it has been predicted that by 2013 it will overtake SEO in its ability to affect a website’s ranking in search engines.

One of the ways – if not the main way – that social media benefits search rank is through backlinks.

Backlinks have long been loved by Google as a way of detecting quality, popular content in an organic way, which helps Google to know it’s promoting the best content and helping that show up as the first results for a relevant search.

According to an article on Mashable.com, Google now considers Facebook posts, tweets, retweets, comments, bookmarks, shares, likes etc. to be the main factors in determining a site’s rank in its algorithm. And, narrowing the field even further, research conducted in April 2011 revealed that Facebook likes, comments and shares have the largest impact on search engine performance (over Twitter, Google Buzz and other social media forms). More recent research (performed in May 2012), however, suggested that Google+ is now beating Facebook.

All that this plethora of research proves is that social media is a vital part of any website’s attempts to improve its search rank, and that – if you can – it really helps to do it ALL. If not all, then as much as you can – have a presence on Twitter, Facebook, Google +, LinkedIn, YouTube – all of them help.

Sharing links to your site’s content through these forums increases the chance of something going ‘viral’ – that buzz word that everyone in Internet marketing is craving nowadays. But even if it doesn’t go viral, the impact is still measurable.

In fact, a study of Twitter’s impact on search rank revealed that search engine rank improves significantly with just 50 tweets of a link, then increases only marginally until 5,000 tweets. URLs that are shared more than 7,500 times on Twitter almost always rank in the top 5 results of search engines.

So whether you are able to garner just 50-60 tweets or thousands, you will see a marked improvement in your search rank immediately.

With this impact, you can’t afford to not be a part of this. When you submit a press release with 24-7PressRelease that is the SEO and Media Exposure package or the Mass Media Visibility package, you get your story linked in a tweet sent from our Twitter account, which has more than 1300 followers. Share it on your own Twitter account and encourage retweets, and you can quickly see that impact unfold in front of you.