Key 5: Use social media to increase organic rankings. With social profiles created, your company's site listing should appear on the first page of results for branded queries, along with your company’s Twitter account, Facebook page and other social profiles — ultimately allowing your company to dominate the first page of branded results. Finally, social media profiles will allow you to quickly distribute content to more individuals, who in turn may create additional inbound links, increasing link popularity.
BusinessWeek’s B.L. Ochman said it best in a blog post last year: “For companies, resistance to social media is futile. Millions of people are creating content for the social web. Your competitors are already there. Your customers have been there for a long time. If your business isn’t putting itself out there, it ought to be.” At minimum, companies who wish to have a comprehensive SEO campaign should do the following:
- choose keywords wisely;
- add keywords to website content;
- engage in quality link-building efforts; and
- engage in social media by creating a corporate blog and Twitter, Facebook, LinkedIn and Google Buzz profiles.
Avelyn Austin is account manager and Renée Revetta is a social media specialist at Search Mojo, a Charlottesville, Va.-based full-service marketing agency.