When it comes to your company’s search rank, social sharing is likely a key factor–especially when it comes to evaluating the efficacy of your content. Marketers recently surveyed by BrightEdge reported they believe social sharing will play a more important role in improving rank.
I know that when we do content audits for prospective clients, in many instances we find that the content they’re writing is good enough content, it’s just not getting read. And it goes without saying that if it’s not getting read, it’s not getting shared. And the two, well, they pretty much go hand in hand.
In this year’s BrightEdge survey, 31% of marketers said that social sharing of content as a means to improve rank will be much more important in 2013 as compared to 2012. Additionally, 33% indicated it’s much more important to understand the correlation between social sharing of your pages and rank for these pages in 2013, as compared to 2012. We agree. Social sharing plays a critical role in credibility not only of your content in general, but also of your website or blog as a whole. Shares speak to interest, credibility, reach and trust—all important components of search.
So now that social sharing is being viewed as an increasingly important SEO signal, where are marketers spending their time? The BrightEdge survey indicates that a majority (86%) will focus on Facebook sharing. Google+, comes in at second with 68% of the vote, followed by LinkedIn (43%) and Twitter (41%).
Although sharing itself is critical, most search marketers said that it’s more important this year to identify trending topics in social media, creating a pool of data that will drive sharing for relevant topics—and, as a result, boost rank. Geek talk for don’t underestimate the importance of monitoring and the use of listening tools, identifying trends and keywords being used and SEO’ing your content (social and otherwise) and distributing it appropriately.
I found this study especially interesting because it underscores the importance of search, content and social and how they all work together as a part of your integrated marketing strategy to drive results. Poorly written, non-relevant content will fail, no matter what tactics are in place to share it across the web. And conversely, well-written, contextually relevant, SEO optimized content that is shared across multiple channels by credible individuals and outlets—that’s going to produce results. One phrase I often say when I’m presenting on this topic is especially relevant: How do you know you’re doing it right? If it’s good for people, it’s good for Google. Think of your content, how you write it, optimize it and share it, in that way. And if it’s good for people, it’ll be good for The Google.
Interested in even more data? Make sure you check out the complete 2013 Search Marketer Survey results—that’s what I call the best kind of leisure reading!
What’s your take on these survey results? Have you seen any sort of SEO boost from consistent social sharing? And if not, is this something that’s on your radar screen this year?
Image: jonathan mcintosh via Compfight cc
Shelly Kramer is a Principal Analyst and Founding Partner at Futurum Research. A serial entrepreneur with a technology centric focus, she has worked alongside some of the world’s largest brands to embrace disruption and spur innovation, understand and address the realities of the connected customer, and help navigate the process of digital transformation. She brings 20 years’ experience as a brand strategist to her work at Futurum, and has deep experience helping global companies with marketing challenges, GTM strategies, messaging develoment, and driving strategy and digital transformation for B2B brands across multiple verticals. Shelly’s coverage areas include Collaboration/CX/SaaS, platforms, ESG, and Cybersecurity, as well as topics and trends related to the Future of Work, the transformation of the workplace and how people and technology are driving that transformation. A transplanted New Yorker, she has learned to love life in the Midwest, and has firsthand experience that some of the most innovative minds and most successful companies in the world also happen to live in “flyover country.”
