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Social Media and SEO – how effective is your website?

social-media-seoYour business SEO strategy may currently be based around link-building – where specific paths are created to lead directly to your website and increase your search engine ranking – but this is no longer the best way to promote your website.

Although Google once allowed the tactic of using link generation as popularity votes, it wasn’t long before they realised that fake link-building could lead to some websites gaining an unfair advantage in terms of popularity and ranking. The old system of link-building could in fact be easily manipulated by web builders to enhance their SEO ranking which led to Google introducing penalties to counteract the problem. Google has now discovered a smarter way of measuring the popularity of your website – and it’s called social media.

If you have a Twitter, Facebook or LinkedIn account for your business, you probably already have a group of “fans” who are willing and able to share your content. Not only can you share content from your website or blog, you can use social media “like” or “share” buttons as a brand new voting system! These are the tools that Google now employs to measure SEO as they are more effective and much tougher to manipulate.

The old method of link-building often created multiple pathways to your website but how would people find them? Chances are, you were churning out hundreds of links to your pages but nobody was paying attention! The beauty of social media is that conversations, events and interactions are constant and they are happening in real-time. The best (and quickest) way to increase your online influence is to have a presence where people are active and ready to engage. Once you start to generate consistent, quality posts on social media, you will begin to find the right audience for marketing your business.

Google is now also using social media to monitor the popularity of your website. It can calculate how many people visit your website; how many users share your content; how many followers/fans you have and whether you have social media interaction links built into your web pages. These are known as “social signals” and they are Google’s new way of measuring your website ranking.

It’s also been proven that social media links drive quality traffic to your website, whereas the majority of links from SEO building would fail because they would do nothing except act as a signpost for your website. Social media links have the potential to connect with real people (not bots or spammers); they increase the number of followers/fans in your social circles and can help generate sales for your business.

Google is now taking a stance against link-building because it can be manipulated and therefore does more harm than good when it comes to SEO. When promoting your website, focus on providing value and quality across your marketplace – and the best way to do this is via social media.

Here are a few things to remember:

The best digital marketing strategies for your business include both SEO and social media

SEO is no longer about building links and using keywords – strong content and quality web design are now essential tools

Social media plays a big part in customer service, reputation and generating recommendations (all of these have an impact on purchasing decisions)

Don’t forget to optimise your website for mobile phone and tablet as well as desktop computer use (you can also explore location-based marketing and apps)

Google+ is also a social media site and although not as popular as Facebook, it can be used to boost the search ranking of your website

If you’d like some help managing your social media accounts and campaigns, please get in touch!

 

The advantages of a responsive website design

ENIGMEDIA stage PROFILESo what do we mean by the title of this article? We know that websites are constantly changing and evolving but the idea of responsive design is nothing new.

The main focus here is the use of cascading style sheets, which automatically figure out the size of the screen being used by the viewer – for example PC, smart phone or tablet. Not surprisingly, this type of coding, although a few years old is now coming into its own.

Opening a web page on multiple devices impresses and creates a feeling of familiarity and reliability for the viewer, ensuring that they will return to your site! Viewers (and customers) can immediately recognise your brand, principles, visual content and editorial from their office or home PC and also on the move from their tablet or smart phone. From a website owners’ point of view, the cascading style sheet technique means that only one website needs to be created and not lots of different versions for each new device entering the market. Saving you time and money – clever, hey?

From a marketing standpoint, this streamlined method of website design means that you are easier to find and have a much clearer online footprint. A single website will generate a higher organic Google search ranking and more visitor traffic because there is no dilution of your main URL, which would be inevitable if you were to create multiple websites.

Increasing the user-friendly nature of your website will also lead to a higher conversion rate – visitors will be comfortable with your brand, whichever method they choose to view your online shop window. Tracking visitors and traffic should also be much simpler – you only have one website to analyse! This leads to more accurate reports and therefore more successful marketing campaigns.

There are some upfront costs to consider but in the long run, creating a new website with the ability to be viewed across multiple devices is preferable to amending an existing website, which can lead to broken links and confusion for the viewer. Consider creating a responsive website as an investment in your business; the costs are more than likely to be offset later.

For your business to stay competitive and fresh, targeting multiple devices is paramount. Be sure to check your website analytics to find out exactly how your viewers are accessing your web content. Stay in tune with your customers as well as the fast-paced world of technology to get the most out of your marketing campaigns and guarantee a return on investment.

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