How Social Media Marketing Helps eCommerce Brands Top Google Rankings
If there is one ranking that brands and companies want to top, it is Google. The obsession over Google ranking has indeed changed the way marketers do their job. Suddenly, landing on the first page of Google searches became a goal, a target, an end by which all means are designed.
eCommerce businesses and brands know this all too well. After all, they revolve around the virtual world where, like most brands, they are at the mercy of Google. If Google does not know who you are, how else can your customers find you? At the same time, they also know that they have to do social media right. Social media performance can make or break a brand. But does it affect your goal of ranking on Google?
In 2014, Google’s Matt Cutts announced that social signals such as Facebook likes, re-tweets, and shares do not affect search rankings. However, he did admit that Google’s spider crawls the web including social media pages. A 2015 related study by Moz.com also concluded that social signals do matter and that the quality and quantity of tweeted links and Facebook shares may be correlated to higher Google rankings. Although the study’s findings cannot categorically claim that Google looks to social signals for ranking, it showed that there are certain characteristics that make a web page rank higher than the others.
And this is what we’ll find out. What does an e-commerce brand need to do about its social media marketing in order to be indexed or get noticed by Google? What can you learn from e-commerce businesses who are making a fantastic job of social media?
Link quality content
A website is a must for e-commerce businesses. It could be a shopping platform, a travel website, an advocacy or just about any marketplace. But how do you get people to visit your site? That’s right: social media.
Linking content to your social media page will drive traffic to your website. It also alerts external sites that you have link-worthy content that they can use or share. The more people click or share that link, the more traffic and credibility you’ll have. Social media will act as your broadcast channel but the key here is to create useful, high-quality, and relevant content. The content that is shared via links helps search engines understand how to rank your website. And as Google crawls the web for data, links for content are seen to add credibility.
Airbnb, a travel and accommodations brand, showcases travel experiences on social media and links back to its website for the full story. It also uses hashtags when running a specific social media marketing campaign such as #LiveThere and #NotYetTrending. Of course, they use really good visuals along with the link.
Optimizing for searches
Think about this: What will your customers ask Google in order to find you? Imagine yourself looking at a search bar and what words you will input in order to find a certain content related to your business? In short, think keywords and think SEO. You need to optimize your posts so that your brand comes out first on Google ranking.
In sharing a photo or a video, you have to learn how to title each post correctly. Headlines can make or break your brand. The short description you will post should also be optimized for search and contain all the right words.
Etsy is a virtual marketplace that knows a thing or two about optimization. It is pretty direct but still sounds fun and engaging. If it is washi tape they’re selling, it will say “the prettiest washi tape addition to your next project” followed by a link for more information. The key elements are always present in every post: nice, captivating photo, optimized text, and call to action.
SEO and high-quality content are two things that Google takes seriously. And you should, too.
Social sharing improves reputation
Google knows if you’re a fake. Any indication of a verifiable external source that validates a brand is a step toward an improvement in domain authority. This is where social sharing becomes important. Every share of a Facebook post adds to your legitimacy and a brand’s authority.
There are many ways in which you can increase reactions and shares. You can make an appeal directly and offer a prize in exchange of a for a share. You can start a poll: share or like depending on a follower’s answer. Social media management must also prioritize high-quality content that is easy to consume and share. Social sharing is a self-perpetuating strategy. The more people share your content, the more will you gain followers and the more the followers, the more shares your content or brand will get. It is a cycle that any brand will be glad to enjoy anytime.
Grow number of followers
Speaking of followers, social media is a good way to grow the number of your followers. And this is important to Google because social media profiles with millions of followers versus a page with 500 followers makes a whole lot of difference. As you increase the number of followers, your brand also gains more authority. With more followers, more people also have greater access to your content which they can share or link back to.
However, Google detects proxy followers. This is why you must increase following organically. Post useful and relevant content consistently, be open to inquiries, be ready to help, and engage your followers with every social media post.
The correlation between social media performance and search engine results pages is not definite. Google still says there is none, but leaves some room for interpretation. But with billions of active monthly users, there is no ignoring social media. Brands with effective social media strategies are sure to make headway in terms of followers, awareness, brand authority, and most likely, on Google rankings and revenue.