It’s true you still need to take the major search engine players (Google, Bing, and Yahoo) into account, but you have more options now.
The Major Search Engines
Using Google as a catch all for this category, getting your website visible and its content categorized and indexed is an absolute necessity. It’s this strategy that will allow your content to have the opportunity to be the results of an online search query.
Optimizing for the major search engines will still bring traffic to your website. And, it can build or diminish your authority.
What I mean by this is, suppose you have good rankings. You’re overall ranking is good and so are your other website metrics. This conveys authority. The major players think you have a quality site that offers valuable and relevant content.
Then the algorithms change (yet again) and your numbers start to diminish. Your overall ranking is okay, but not as good as it was. You’re not getting on Google’s first SERP. Your traffic slows down. This lowers your authority to others and reduces your website traffic. This particular part of your social proof is now lacking.
So, it’s easy to see that you must do all you can to keep your rankings on target.
But, it’s also good to know that you do have another field to play in that can help boost your floundering status.
The Social Engines
According to an article at Forbers.com (1), there are four major social engines:
These search engines focus on user information. Content is aggregated from sources such as Facebook, Twitter, Vimeo, and GooglePlus.
What’s amazing about these search engines is they deliver content in ‘real time.’
It’s important to note though that they also use keywords to find and deliver the content. So, be sure you continue to use effective keywords.
There are also the social engines for each of the social channels, Facebook, Twitter, LinkedIn, YouTube, and so on.
These social engines aren’t as interested in your ranking over at Google. They’re interested in your social network activity. If you have relevant and quality content with relevant keywords, you’re good to go.
It’s the activity you create on the social networks that matters. And, it’s this activity that will prompt engagement from other users, such as Shares, Likes, Mentions, Messages, and Retweets.
This drives its own traffic and authority within the network/s you’re working.
Tip: The more activity (useful or interesting information) you provide on these networks, the more your engagement will increase.
Summing It Up
Google is still super-powerful, but it isn’t the monopoly it once was. Social engines also have the power to generate traffic and increase your authority. And, based on your social activity and traffic, Google will be taking notice and possibly reconsider the rankings they’re giving you and the SERP they place your content on.
5 Simple Steps to Boost Social Media Engagement:
1. Provide content to help your audience
2. Use effective keywords (#hashtags)
3. Find the network/s that work best for you
4. Share your content to those networks.
5. Engage with others.
What search engine strategies do you use?
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