SEO in the Real World
With this in mind, being able to connect like-minded consumers with a particular product or service that creates a significant level of buzz is a sure way to catalyze results dedicated to brand awareness and transactions/revenue.
Even more encouraging is the fact that a well-developed word-of-mouth marketing campaign costs significantly less than any other form of advertising, especially when you consider the costs associated with offline media channels like television (it costs close to $110,000 to run an average .30 commercial in prime time, according to ADWeek).
So whether you’re a fortune 500 brand or just opening up your first brick and mortar location, word-of-mouth is a concept that stands to significantly benefit the bottom line for any business or brand.
How It Looks In SEO Land
The concept of “Social SEO” can be loosely defined as the ability for websites to acquire links that derive from individual behavior.
It’s all about influencing influencers to engage with content, which translates to asking the popular kids to talk about how they like your product the best.
When a particular brand’s followers and fans interact with your website or a specific form of content, they are in a sense recommending your content to their respective social connections.
The ability to attract these types of recommendations directly correlates with how successful your website or article will be in terms of its:
- Visibility within search listings
- Authority around particular keyterms, phrases or concepts
- Conversion rates
According to Nielsen
- Badge Campaigns – A quick look over any social media platform and it’s easy to see that people love personal attention, as well as showing off their personal successes to their friends and family. Launching a badge campaign over social media, where consumers are able to obtain and post branded badges in return for engaging with your website creates a great cyclical reaction that can help catalyze brand awareness, engagement, and conversions.
- Social Sharing – You might be looking at this recommendation and saying, “Duh Jason,” but believe it or not, only 31 percent of global companies use social sharing as means of improving customer service and conversions. So if you don’t already offer your online users the ability to share and comment on every one of your blog articles, landing pages, images, and other forms of content, you’re missing out on the opportunity to connect with new consumers and increase your revenue.
According to a 2015 report released by Statista
Julian Scott Connors is an experienced search marketing director who has developed complex, wide-scale search and social campaigns for brands that include: P&G, The Source, Papa Johns, GiveSmart, and more.
A published author on the concept of "Social SEO", Connors contributes to a number of recognized publications and speaks are digital marketing conferences throughout the country.