Ok. So on the one hand you’ve got Social Media – blogs, Twitter, Facebook, LinkedIn, Digg, StumbleUpon, etc. – and on the other hand you’ve got Search Engine Optimization. The question is, how do they go together?
The relationship between the two isn’t always the easiest to spot, even though it boils down to a very simple goal: Getting noticed. When you put search & social together in the right mix they help you get noticed. And getting noticed leads to good things like word-of-mouth and increased revenue.
Let’s start with Social Media. What is Social Media, really? Think about it for a minute. It’s a two-dimensional extension of the innate human desire to communicate, share, and ultimately IDENTIFY. All the laws of social interaction apply. How you look. How you sound. What you’re saying. And most importantly, whether or not people like you. If they like your vibe, they’ll be loyal to you. They’ll probably come back and read your posts and get interested in your life. They’ll talk about you with their friends. If they really dig your gig they might even copy you. And if you’re selling something they’ll probably repeat buy. But if they think you’re style is W-A-C-K, they won’t give you the time of day.
So it all comes down to controlling your image. When it comes to image, the first step is to make sure your Social Media channels are unified. They should have consistent graphic style and written tone. They should express your personality or the personality of your product clearly and unequivocally. They should have a flare uniquely their own that appeals to your target audience. A style that gets noticed and attracts consumers of like-mind. They should represent the more personable, approachable side of your business. The side that rolls up its sleeves, gets electric on the dance floor, and interacts directly with the crowd.
Once you know what your prospect likes, wants and needs, and have spliced that knowledge into your social media persona, you can then turn to the SEO side of your business. Search is omnipotent in the online world. Without effective search strategies you might have a mega-tight Social Media style but no one will ever find it. Remember, the first goal in Search and Social Media is to GET NOTICED. If you’re wearing punk-rock garb at a ballroom gala, getting noticed is definitely not a good thing. People laugh and point at you, while the punk rockers you wanted to attract are having a blast getting to know your competitors on the other side of town. What a waste of time. Don’t waste your time. Get wise!
Recognize that the old adage of “Location, Location, Location” also applies to building a successful business online. When you think about it, SEO boils down to communicating your LOCATION ONLINE. You first define your style through Social Media (this is your “positioning”), and then you use online search to help customers find your location. It’s a very important relationship indeed.
In order to accomplish the trick of communicating location, your search engine optimization has to mirror your Social Media style. It has to use consistent language that reflects your users search habits and flows seamlessly into the content on your Social Media platforms. It has to entice them through clearly crafted communications that indicate the style they’re going to find when they visit your little square of cyberspace.
If you build this relationship in the right way, the ultimate goal of selling to your prospect will be EASY LIKE BUTTER, BABY… Maybe even easier.