Back to the Basics

Michael Buczek - September 2, 2009

Let’s face it, social media is everywhere.   When listening to the radio or watching the nightly news, it is hard not to hear about the wave of social media.   Many businesses are jumping on the band wagon and dipping their toes in the social media water.   While this can be a great marketing strategy, it is also important to note, that social media channels are not the “silver bullet” of online marketing.   Many times marketers will neglect one aspect of their marketing campaign to try another one.

As a business, moving into social media is a great idea, but not at the expense of your Search Engine Optimization (SEO).   It is important to make sure that you do not neglect your website as you move resources to developing the various channels necessary to have a strong presence in the various social media outlets.   When moving into social media, it is important to have a plan to keep your website updated and relevant for the users.   This will also help to support your social media effort.   Below are some things that you should always be working on with your SEO alongside your social media campaigns.

Title and Description Meta Tags — Does each page of your site have unique meta data that is relevant to the page content?   If not, work on this to ensure that every page of your site has a chance of ranking for the keywords that are featured in the content.

Keyword Research — When was the last time you researched the words you are going after?   Keyword research is something that should be done on a continual basis.   As search trends change, you need to update your keyword lists so you can target the words that your customers are searching for.

Linking Strategy — What is your linking strategy?   Do you have one?   Building backlinks is one of the most important factors when it comes to boosting search results.   Having a strategy to build high quality links to your site should be on the top of your list for things to accomplish.   Links can come from directories, blogs, authorities in your industry and other websites.   Create a plan and stick to it.

Web Design — Is your web site still the one that your cousin created for the business in 1996?   A well thought out optimized web design can be the difference between conversions and a 90% bounce rate.   If your site is not appealing, you will lose customers once you get them to the site.   Now may be the right time for an updated look and feel, or a complete redesign.

Social media and SEO go hand in hand.   It is important to make sure that you have the bases covered in both and are creating content in each to give your customers new and interesting information, so they will have a reason to continue visiting your website and your other social media channels.