SEO Best Practices for Social Media
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Before suggesting SEO improvements and implementing best practices on social media, it's first important that we fully understand the gaps in organizational strategies as compared to industry standards. According to Alexander Kesler of Search Engine Journal, there are 10 common mistakes that prevent business from ranking well on Google. This compiled analysis will also serve as best practice guidelines to determine SEO adjustments moving forward.
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SEO Best Practices for Social Media
- 1. SEO BEST PRACTICES FROM A MODERN MARKETING PERSPECTIVE, FOR AVANT-CREATIVE TO APPLY 1
- 2. BUT FIRST, THE FOUNDATION. TITLE, TAGS, META DATA Proper keyword integration requires research. LINKS TO THE RESCUE Understanding updated Google Webmaster guidelines is a must. CONSISTENT ANALYSIS Get a pulse on how Google ranks, views and crawls your site. CHOOSING KEYWORDS KEYWORD PLACEMENT WEBSITE HEALTH Discover the importance of Implementing the small details. Discover the importance of Implementing the small details Discover the importance of Implementing the small details 2
- 3. 1. Choose The Right Keywords. Avant is currently ranked for the wrong industry keywords. 3
- 4. 2. Keyword Stuffing. An SEO mistake Avant is not guilty of. 4
- 5. 3. Content + Keyword Misalignment. Merge social, web and blog content to boost targeted keyword ranking. 5
- 6. 4. Publishing Duplicate Web Content. Avant is in violation of Google Webmaster Guidelines. 6
- 7. 5. Skipping title, tags+ meta. Avant’s back end SEO indicators need improvement. 7
- 8. 6. Missing Quality Links. External links are the most important source of ranking power. 8
- 9. 7. Mobile Compatibility. Invested in a fast + mobile friendly experience. 9
- 10. 8. Mix of Social + Influencers. Partnering with heavy online hitters. 10
- 11. 9. Overlooking Analytics. What gets measured, gets managed and improved. 11
- 12. “ ” So, are you optimized?” IF YOUR FIRST THOUGHT ABOUT CONTENT MARKETING IS, “HOW CAN I MEET THE NEEDS OF MY TARGET AUDIENCE WITH CONTENT THAT THEY CARE ABOUT?” YOU WILL BE WILL ON YOUR WAY. 12
- 13. References. Bonelli, S. (2017, October 09). Local SEO: 7 Google My Business questions asked and answered. Retrieved from https://searchengineland.com/local-seo-7-google-business-questions-asked-answered-283707 Comstock, C. (2012, September 23). Aligning SEO Strategy & Social Media Activity to Build Links. Retrieved from https://searchenginewatch.com/sew/how-to/2207423/aligning-seo-strategy-social-media-activity-to-build-links Fishkin, R. (2016, February 11). What are External Links? Retrieved from https://moz.com/learn/seo/external-link Kesler, A. (2017, March 16). The 10 Most Common SEO Mistakes to Avoid. Retrieved from https://www.searchenginejournal.com/10- common- seo-mistakes/178734/ Leonardo, B. (2017, January 19). How Long Tail Keywords Can Drive Direct Bookings For Your Hotel. Retrieved from http://blog.leonardo.com/long-tail-keywords/ Odden L. Optimize. [Electronic Resource] : How To Attract And Engage More Customers By Integrating SEO, Social Media, And Content Marketing [e-book]. Hoboken, N.J. : Wiley, 2012.; 2012. Available from: SNHU Online Library Catalog, Ipswich, MA. Accessed April 7, 2018.
Notas do Editor
- Before suggesting SEO improvements and implementing best practices its first important that we fully understand the gaps in Avant Creatives strategy as compared to industry standards. According to Alexander Kesler of Search Engine Journal, there are 10 common mistakes that prevent business from ranking well on Google. This compiled analysis will also serve as best practice guidelines to determine SEO adjustments moving forward.
- In Alexander Kesler’s article, choosing the wrong keywords is at the top of the list of common SEO mistakes. After a quick keywords search through Moz.com we discovered that Avant is currently ranking for the two keyword phrases that have nothing to do with their branding goals. From this week’s reading we learned from Search Engine Marketing Land that, “Getting a local business listed on Google My Business (GMB) and other online directories is one of the fastest and easiest ways to get a local business to start showing up for local search results on Google. Google My Business connects businesses directly with their customers — whether they’re searching on Google Search or Maps. Most SEOs who work with local clients consider claiming their GMB listing a first step in their SEO strategy. Surprisingly, 56% of local businesses haven’t claimed their Google My Business listing, according to Local Business Institute.” (Bonelli, 2017) It’s suggested that Avant fix their current “Google My Business” account to update their business listing category, address and keyword listings such as: web design, digital marketing, content marketing, and digital marketing agency Alabama; according to their goal to become “Alabama’s Digital Marketing Agency.”
- In Alexander Kesler’s article, keyword stuffing is the next common SEO mistake businesses tend to make. Going overboard with keywords is the quickest way to be marketed as spam on major search engines which can cause your site to be sent to the end of the search result line. Using a free spam detector tool, we were able to analyze in seconds whether Avant was guilty of this common trap. As you can see in the photo, we were able to discover they are not currently over using any keywords. The downfall is, they aren’t currently using any significant keywords. It’s suggested they use the tool Serpstat.com to identify regionally competitive keywords and begin inserting them, appropriately within their site and social content.
- When focusing on keywords to rank for its very important to build content around an appropriate long tail search, due to the fact that those results make up 70% of search traffic. (Leonardo, 2017) For instance, Avant is looking to rank for Alabama’s digital marketing agency. With that considered, their content created should be geared towards marketing issues within the state of Alabama. Currently, Avant has takin a broader approach by creating content for the marketing industry at large rather than focusing on an isolated region. Moving forward, it’s suggested they adjust blog content to speak to an Alabama based audience using long tail keywords phrases. It’s also suggested that Avant uses the tool Aori.com to set up google ads based on root keywords that will generate long tail keyword phrases to target during the advertising process.
- Using a tool called Siteliner.com we were able to have the Avant-Creative.com site scanned for duplicate content. It was soon discovered that Avant has 41% duplicate content. Just for reference purposes, the average acceptable duplicate content allowed by Google before ranking penalties occur. (Kesler, 2017) Due to the fact that the site has an above average amount of redundant content, it’s highly suggested that the Avant team download the Siteliner report and begin removing/modifying their site content.
- Optimizing content doesn’t finish once the content creator has included targeted keywords in blog articles. Title, tags and meta descripts are essential SEO element (Kesler, 2017) that seem to have been neglected in the backend of the Avant-Crative.com website. As you can see here, there is meta data pulling from the homepage. However, the word count is not according to Google best practices. Nor are the keywords within the meta aligned with what the company Is looking to rank for. It’s suggested the Avant team reconfigure the meta data currently pulling from the home page and then apply it to all appropriate titles, tags and imagery throughout the website.
- Quality external links are a solid way to earn increased SEO ranking. The tricky thing about quality link, is the fact that the user has very little control over. It is understood however, that your content must be considered valuable for others to want to link according. (Kesler, 2017) When we ran the Moz open site explorer for Avant to determine the amount of external pages were linked, we discovered they have 976 links coming from 11 root domains. The current external link factors have them ranking 38/100 in overall page authority across the web. According to a 2016 Moz article by Rand Fishkin, “Top SEOs believe that external links are the most important source of ranking power. External links pass link equity (ranking power) differently than internal links because the search engines consider them as third-party votes. Top SEOs don't believe that the "title" link attribute is used for rankings purposes.” (Fishkin, 2016) In short, the more external links Avant received the higher they rank in overall domain authority. It’s suggested that the Avant team increase their consistent blogging schedule with a heavy focus on addressing industry related issues that are unearthed on Quora.com. “Blogging is one of the most effective ways to build links and authority in your space if you write consistent high quality material. Not only does this type of content attract links within industry circles, but it also ends up being keyword focused content that tends to rank well for a number of long-tail terms that are relevant to your business model.” (Comstock, 2012)
- SEO optimization is not only about content + keywords. It’s also about the overall quality of your website. If you haven’t considered a smooth mobile experience for your audience then your search engine ranking can be jeopardized. According to the 2015 mobilegeddon update, Google can now detect a sites mobile compatibility and will rank according to load speed, mobile view ability, and tablet responsiveness. (Kesler, 2017) According to Google’s mobile site checker, Avant is performing quite will in that area. However, it is suggested that they rework the homepage so it’s not so text heavy upon initially landing there.
- According to SEO experts, it’s important to create relationships with ‘power users’ and leverage their credibility to gain content traction. When submitting blog posts or website promo to social sites such as Digg, Reddit, or Quora, It’s much easier to make noise about your content when the user sharing it has credibility on that network. Building relationships and doing structured outreach via influencers is an indispensable part of your optimization strategy. (Kesler, 2017) It’s suggested that the Avant team begin to develop dialogue with current influencers that were discovered in the back-link check, on slide 9. There are several root domains (influencers) that can be approached and asked to share Avant content in a mutually beneficial SEO development process; starting with Avant’s partnership with the startup community in Chattanooga.
- Finally, the only way to know if an organization’s combined SEO and content efforts are working, is to track their progress. Disregarding the performance these numbers is a big mistake. Google Analytics and Google Webmaster Tools are just two of the main tools Avant can use to measure and the performance of the site. With analytics, they can see how SEO optimization is working for the different kinds of content and using various strategies you are trying out. (Kesler, 2017) It’s suggested that Avant set up several actionable goals on Google Analytics to track monthly results from action taken on their content. Reviewing the results monthly will allow them to make actionable decisions based on results.
- An adaptable approach to content and optimized online marketing is about the journey. It’s about trying to perfect your craft and continuously refine what you have to work with every single day. When you use SEO, social media and content marketing tools it’s important to understand and even appreciate that they will change. Tools are important, but it’s more important to focus on whatever it takes to stay connected with your customers and community, using the social and search channels available. (Oden, 2012) It’s suggest the Avant team implement these best practices in order to increase organic search rankings by 30% over the next 12 months.