Written by: MacKenzie Deller, Intern

In a culture where social media is crucial to the survival of your company, businesses are trying to leap forward and utilize social media optimization to their benefit. Social media optimization (SMO) can enhance your company in a multitude of ways including a better online presence, more traffic to your company website and better search engine results. So what is SMO, you might ask? Social media optimization is defined as the use of social media networks to manage and grow an organization’s online presence and message. That being said, why is social media optimization important for your company?

The lines between social media optimization and search engine optimization (SEO) have become blurred, but they are more similar than you think. While social media optimization will not directly increase your rankings on Google because they are not directly related, SMO and SEO are both stronger together. One survey found that 50 percent of companies who are not succeeding with search engine optimization are not integrating social media optimization. In an article discussing search engine optimization, Matt Mcgee stated, “The biggest difference between the “very successful” and “not successful” companies is their use of social media as part of the SEO strategy” (Search Engine Land, 2013). Being able to implement social media optimization in conjunction with good SEO will help your online presence and aid in growing your organization. How can my company do this?

1. Use a strong call-to-action to increase engagement among followers

A company’s social media profile is often the first impression a user gets. Just like your website, your social media profiles should utilize call-to-actions as much as possible to boost engagement. Using a call to action like click to call, schedule your appointment today, or share with your friends will be sure to increase engagement.

2. Integrate social media tools into your website

Social sharing tools should be integrated into your website to give consumers easy access to all your social media sites. Include a direct link from your website to all your social media platforms. It would also help to include a link to your website on all of your social media. Another area that can be enhanced by social sharing tools includes blog posts, so that anyone reading them can easily share them.

3. Consistency is key

Social media seems like such a simple task, but make sure all of your profile information is filled out 100%. Search engines such as Google tend to favor profiles that are complete and will tend to be higher in SEO ranking. This also ensures that your information on all profiles is cohesive.

4. Use keywords in your posts

Keywords are important for all aspects of your business: campaigns, website, and of course social. Make sure that you are coming up with keywords that will target your audience and are relevant to what you are posting. If you’re an orthodontist you may want to target Invisalign® keywords, if you’re a financial advisor you may want to target investment keywords.

5. Be social on social media

Don’t act like a robot! Social signals are an important factor in SEO because search engines look at this and factor in how often you are posting, how many people interact with you and if there are any social sharing elements available to website visitors. Make sure you are trying to build relationships on social media–that’s what it’s all about!

When it comes to running a successful business, having a better online presence will help you brand in a multitude of ways. It will ultimately lead to increased traffic to your company’s website and better search engine results. With the help of social media optimization you are essentially creating brand awareness for your brand or service through social media posts, blogs and any other platform that your company may utilize, which in turn, will boost your search engine optimization. This is because there are more channels out there and ways for people to find your brand. Think about it, there’s no point in adding all of these social media channels until you plan to actually utilize them. If you don’t, people will be directed to a nearly blank social media account that hasn’t been updated in 3 years.

Today, social media is constantly evolving so it is important for your business to take measures and ensure that you are accurately representing your company with SMO. Check out this month’s Featured Article in our newsletter to see additional steps on how your company can increase its social media optimization.