Real Time Search Ups the Ante For Social Media Participation
- Michael Sherman
Google recently announced the launch of incorporating real time search via Social Networks such as Twitter and Facebook within its Search Engine Results Pages (SERPs). The potential value of getting your information in front of people quickly and at no cost can not be under-stated. Here are a few suggestions on how to do this:
1. Use Keywords
This seems obvious, but use keywords not only in your content, but in your titles, and your updates. If you're writing an article, you ought to consider what people are going to include in their updates if they share it on a social network, whether this be Facebook, Twitter, or anything else. Most often, they are going to include the title. If the right keywords are in the title, then those keywords are more likely to appear in any ensuing tweets, Facebook updates, etc. If someone searches for those keywords, they will be more apt to find your content in real-time search results as they are created. The same goes for your own Tweets/status updates. Even if you are not sharing an article, if you want your update to be found, use relevant keywords.
2. Talk About Timely Events
Mentioning events that are current can put you directly into the results for any searches having to do with that topic, provided the right keywords are in play. This is a method that could and (surely is) being exploited by spammers, but that doesn't mean you can't provide legitimate conversation and simply put yourself in front of people, without throwing links at them every time.
3. Have a Lot of Followers
If you have a lot of followers or friends on social networks, or even just readers of your blog, you are going to get more people sharing your content. The more people sharing your content, the greater the likelihood that it will be making it into real time searches. There is no easy way to instantly get a significant number of legitimate readers/followers. It will take some promotion. Provide useful content that people will link to and it will spread virally. Provide clear ways for them to follow you such as links to Facebook pages and Twitter accounts on your blog.
4. Promote Conversation
Whether on your blog or on a social network, spark conversations. Talk about topics that people are interested in. The more conversations you are involved with, the more retweets and mentions you are likely to get. This in turn potentially means more impressions in real time search results.
5. Include Calls to Engagement
Use buttons for sharing your content on different social networks. If you have been involved in marketing through social media, there is a good chance you're already doing this, but it will also cater to sharing and possibly increased visibility in real-time search results.
The introduction of real-time search results into SERPs raises some new and interesting reputation management concerns. Being that real-time search comes from social media and social media after all vocalizes whatever people are saying (both positive and negative), businesses need to now know what’s being said about them.
This means businesses can't ignore social media. The more you engage in social media, the better shot you have at hitting high positive placement on Google SERPs that display real-time results.
While real-time search presents both opportunities and challenges for businesses, it's here to stay and it's right where it matters the most - on Google. Search Engine Optimization has now become integrated with Social Media.