Does Social Media Affect SEO?

Does Social Media Affect SEO?

Digital marketing is a cornerstone of all marketing activity for modern businesses – and social media perhaps even more so.  Social media forms a large part of most business’ online presence and if it doesn’t, it should.

Organisations don’t need to manage a presence on every social media platform, but should definitely do so on platforms whereby their target customer would be or would expect them to be. This will have an onward impact on the overall business’ visibility through search engines (their SEO ranking) and so can combine to help elevate their content online, to gain competitive advantage.

SEO Basics

SEO is an acronym for Search Engine Optimisation. These three letters refer to the process of optimising a website or other online content for search engines to help improve their ranking (how high up they appear) on Search Engine Results Pages (SERPs) in order to increase their chances of their online listings being clicked on.

In order to judge where content should be ranked in search result listings, websites are constantly ‘crawled’ by automated programs that judge a site on its:

    • Theme or niche
    • Quality of content
    • Target audience and relevant audience
    • Usability
    • Authenticity

These factors all help the algorithm determine an SEO ranking and judge where to feature the content in the search engine listings and who to show them to. This can then be further influenced by Google Ads and further digital marketing tactics.

Business SEO vs Business Social Media

SEO is a continuous activity carried out on a business’ website, made up by 3 focus areas:

    • On-page SEO
    • Off-site SEO
    • Technical SEO

On-page SEO refers to the production of high-quality relevant content that is appropriate for the business’ industry, sector, products and services. It is achieved in part by the use of suitable keywords and phrases; normally those that users would look up on the search engine if they wanted to find something related to the brand in question. This presents the relevance of the site.

Off-site SEO is the presence of links to the site from genuine and high-authority websites in order to demonstrate their trustworthiness and authenticity.

Technical SEO is the focus of maximising usability, accessibility and performance of the website to improve user experience.

Social media platforms enable users to create and share content with others; widely considered the digital form of socialising. Social media channels are important marketing and communication tools with which to link with both potential and existing customer bases.

How Social Media Supports SEO

While content published on social media sites is ‘crawled’ and read by search engines, it is done so in a different way and doesn’t act as a primary factor in SEO ranking (unless perhaps there is no other mention of the company online and no dedicated website).

Social media content for a business influences the company’s overall SEO ranking in several ways:

External links back to the main business website

While social media profiles linking back to a brand website aren’t considered ‘high authority’ links, they do help prove to the search engine algorithm that they’re an extension of the brand’s presence online (although this is different for comment or link on a brand by the social media company itself, which would be considered high-authority).

This proves to the algorithm that a brand is being talked about, and in some cases recommended, by others and so it is considered relevant to certain audiences.

Reinforcement of brand presence

A business being mentioned or linked to anywhere externally is a positive factor for SEO as it proves the perceived trustworthiness and niche (or sector) the business operates in, to the algorithm. This reinforces how and when a business should be displayed in search engine rankings.

An organisation that is mentioned in numerous places online is likely to hold a much higher SEO ranking than one which has its own website but has no further mention on the internet.

Reinforcement of authenticity

Social media acts as a fantastic discussion tool for communities and where a business is mentioned, this discussion further proves that it is relevant for an audience. Where reviews or ratings are set up this helps demonstrate to the algorithm that genuine customers for the business exist, and so reinforces its authenticity.

Where there is a constant brand interaction with members of a social media channel, this too reiterates the genuine connection of the business with customers.

Strategising Social Media and SEO Marketing

Social media and SEO are separate disciplines within digital marketing, and there are certainly specialists in both. However both should be approached with the same focus – to ensure that they are in sync and complement each other.

Woya Digital’s expert team are able to offer advice and SEO and social media support, and can help ensure that both on-site, off-site and social media content all combine to best boost your chances of appearing as high as possible on SERPs – even before any paid advertising is considered. Get in touch and let’s talk through your business’ online idiosyncrasies – there’s lots that can be done!

10 Top Social Media Trends for 2021

10 Top Social Media Trends for 2021

As the exponential growth of social media and its presence in our everyday lives continues on a sky-high trajectory, the question we’ve heard asked many times over the past few months is – how long can it continue?

2020 has been extraordinary in many ways. As our cultures shift to adapt to remote working processes and social distancing, the role of social media has become even more integral to how we interact.

Let’s look at what 2021 holds in store for social media as a communicative and marketing tool; and whether businesses should think about adopting a new strategy as a fresh year brings about different opportunities…?

How Social Media Became Our Digital BFF

So, we all use social media. Or, at least, 3.6 billion of us do, predicted to increase to 4.41 billion in 2025 (that’s 56.5% of the entire world!). There are lots of reasons we download apps like Facebook, Instagram and Snapchat – and why those same apps have become more important to us:

  • We can chat, share images, and talk face-to-face via digital apps even when social distancing and COVID-19 movement restrictions mean we can’t meet in person.
  • Social media breaks down borders and barriers, creating an international community where you can talk live with people, watch broadcasts, and share information.
  • Keeping in touch with our nearest and dearest has become highlighted in the international consciousness, as a direct impact of the global pandemic.
  • Shopping is easier, faster, and more convenient – and also essential via online apps where retail sectors have been forced to close.

These are a tiny fraction of the reasons social media has continued to evolve this year, and it shows no signs of slowing down.

As younger generations start using smartphones, app providers derive new social networking platforms to cater to their needs and cultures (TikTok is a great example!). Mainstream sectors such as news, politics and healthcare are all becoming savvy to the vast reach of social media to deliver information and drive engagement.

There is no doubt that all the action is happening online. So, for businesses, the importance now is understanding which social media trends to invest in, and which platforms are the best place to target your ideal customer demographic in a medium they respond to and enjoy.

Our Top Ten Social Media Predictions for 2021

The Woya team has gathered together all the most prominent social media trends predicted for next year – from the likes of HubSpot, and Social Media Today, and coupled these with our own expectations.

We work with clients across the country, and the world, creating digital marketing strategies that deliver; and it’s never been more crucial to stay at the front of the market given the speed at which new trends develop, peak, and then decline. There are opportunities to use that immense audience for instant mass publicity – but in others, it can be a bad waste of a good budget, so it’s essential we know where to focus our energy!

Here are our top ten predictions for 2021 social media trends:

  1. Quality Content Will Remain King.

Valuable content is always number one. On any social media platform, with any digital presence and for any brand or company.

Content that educates, or answers a question, and is genuinely useful will always be better received than even the slickest ad. Sharing knowledge doesn’t ‘give away’ free resources, but positions you as a market leader who has the expertise and authority to answer common questions.

Add a FAQs section to your website, write blogs that are a valuable source of information, share data and statistics, and link info to your social media pages – but always make it useful!

Customers share posts they find funny, useful or interesting. So by taking the time to create a great content strategy, and think about the added value you bring to the customer experience, you can multiply your exposure many times over.

  1. Brand Voice Matters – and Tone of Voice will become more Vital.

Gone are the days of cynical marketing strategies aimed at tapping into vulnerabilities, or using fear tactics to make customers feel that they’ve got to buy something urgently!

People are savvy, they’re used to social media ads, and they know the difference between a paid advert, a targeted post, or something they’ve come across organically. Therefore, your brand tone is crucial. Every brand has a voice, and while we know it can be a challenge to drill down into what you stand for, and what emotions you’d like your customers to feel when they think of you, working on this is essential.

Brands should be real, authentic, and relatable to their key demographic.

Whether you’re authoritative and serious, funny and quirky, cool as a cucumber; you need to know your brand personality inside out, and apply it to the tone of everything you post.

  1. Video and Multimedia will be Key to Engagement.

Do you remember the early Facebook days when most posts were plain text? It started with Emojis and then evolved into posting (enormous!) photo albums.

With digital photography came more social media image sharing, and then as smartphones provided better and better cameras, and then video software, the nature of the content we share on social media has too evolved. These days, video content has far higher engagement statistics than the vast majority of static images; and quality videos are more widely shared, saved and re-watched than any single photo.

Look at the growth of apps such as TikTok and Instagram as a simple example; what were once single images are now highlight reels, 24-hour stories and live feeds.

It’s a trend that is still growing, so if you can replace static content with live videos, funny captures or engaging content that backs up your brand voice, it’s a great way to connect.

  1. Digital E-Commerce will continue to Grow Through Socials.

The way of the high street looks as dire as ever, and while lots of people lament the closure of shops and department stores that have been the backbone of the British high-street for generations – sadly, bricks and mortar are a declining trend.

Much of this is to do with convenience. People can purchase something instantly on their phone, and get it delivered to their door in a day or two. There’s no need to draw out cash, no safety concerns, and with mobile payment apps with inbuilt security, it’s just an easy way to buy the stuff you want.

Digital e-commerce is also now moving on from just websites and turning to social shopping.

Influencers tag the brands or products they’re wearing, you can link to a checkout box in one click, and showcasing your products on social media platforms with seamless user experience is now the fastest-growing way to boost online sales figures.

  1. Social Media will Focus More on Collectives and Communities.

Building a community around a brand is an excellent way to engage. For people who have been living with intense movement restrictions, and survived a global pandemic, community means a lot more than it perhaps did a year ago.

Communities don’t just have to be about focus groups and feedback; it means using your position as a brand on social media to connect like-minded people, as another value-added service that brings a fresh perspective to what it means to do business with you.

Create private groups, chat groups, open forums, anything where people can come together to share their experience, discuss thoughts, and be a part of something more than the sum of its parts.

  1. Platforms will Improve Inclusivity by Highlighting Causes and Movements.

As well as many other changes, 2020 has brought about a considerable change in social consciousness, how we share causes and campaigns, and how social media plays a pivotal role in those movements.

Think about all the events of this year, protests, demonstrations, social media campaigns, and you can see how platforms don’t just allow people to talk about causes, or share information. They can also be a key element in coming together as a collective to show your support or lobby for change.

Social media has become a powerful resource for people with a message, and as we have seen, is a forum where a movement can reach millions of people in seconds – with profound impacts.

  1. Content Creation will be Around Positivity, Togetherness and Support.

What do you hope to see when you log in to a social media account or open an app on your phone?

You want to smile; you want to feel happy or excited or enthusiastic! The days of practised cynicism, too cool for school brands and digital bullying are way, way gone – customers want to engage with brands that promote the values they care about.

Positivity looks set to be a big buzzword for 2021 social media – as we all reflect on the year just gone, and look for ways to build on the sense of community and collective strength that has defined much of the response to the challenges of 2020.

Supporting each other, showing solidarity, and creating a sense of togetherness and unanimity will continue to be vital in 2021, and brands that can deliver that climate of positive thinking will go a long way.

  1. User-Generated Content will increase in Volume and Value.

Let’s be honest – even the most reputable of brands is still a business. People trust other people, and if you embrace the potential of user-generated content, you’re establishing your position as an open, transparent, and even vulnerable brand.

There are lots of ways to do this:

  • Ask customers to share videos or photos of your products.
  • Reward loyal customers who tag you, or hashtag you in their posts.
  • Welcome reviews and customer feedback, and make it public.
  • Provide free brand decks, or create an Instagram GIF, so customers have easy access to add your branding to their posts.
  • Recruit ambassadors, send out free trial products or run competitions where customers share your posts or feature your content in their social media accounts.

User-generated content is a great way to expand your reach, and achieve better brand exposure without having to lift a finger – so the easier you make it, the better!

  1. Marketing will Lean Towards Nostalgia and Feel-Good Vibes.

Well, this feels like a no-brainer; if we had to think of one phrase that has been uttered more often this year than ‘unprecedented’, we’d be hard-pressed!

What that means in action is that 2020 has been seriously tough for a lot of people, and in a lot of ways. When things get tough, we respond to positive marketing that makes us think of better times.

And thus, 2021 is set not just to be the year of upbeat social media, but also of nostalgia. When you link into a feel-good emotion, you communicate with your customer in a way that makes them feel safe – the gold standard of excellent customer engagement.

This phenomenon isn’t unique to 2021 but is a tactic that works whenever there has been a difficult time. It means that you do your bit to lighten the load and reflect on happy memories that evoke warmth and comfort.

What’s important here is to consider your key customer. Nostalgic content that reaches back to, say, the ’80s will resonate perfectly with customer bases in their 30s and above, who would have been kids at the time. Videocassettes, tape recorders and Fisher-Price phones will always generate a smile!

However, if you’re targeting teens and audiences in their 20s, you’re going to need to look a little closer to home for that hit of happy nostalgia.

  1. Online Experiences will Become More Personal, Driven by Conversational Marketing.

If you’re unfamiliar with the phrase ‘conversational marketing’ – you will almost certainly have experienced it! Marketing in the digital age isn’t just about putting together an advert or selecting some fancy graphics. Engagement is the key, and conversational marketing is all about creating a personality for your brand, listening to what your customers think, and building a relationship with them that they relate to, and enjoy.

This year, with the world thrown into panic and chaos, conversational marketing has stood out as vital to brand awareness. Brands who are human, authentic, and own up when they get stuff wrong are simply more relatable, and trustworthy than corporate machines which operate without any mindful acknowledgement of their customers.

How do you do it?

  • Listen to feedback, and take the time to respond.
  • Care what your customers think, and welcome their suggestions.
  • Focus on your customer support and how it links in with your brand voice and marketing strategies.
  • Use outreach to ask questions, seek feedback, and engage your customers in the way you develop your brand.
  • Highlight your values, who you are, what you stand for, and what value you add to the customer experience, the wider world, and the communities around you.

We hope these insights give you a bit of direction whilst crafting your social media strategy for the New Year – and also get you excited to experience what 2021 has in store for us!

For further support with your new year digital marketing strategy, content creation, or with establishing a brand voice to make you stand out from the crowd, get in touch with Woya Digital today.

Harness Hashtags for Social Media

Harness Hashtags for Social Media

Ever since the social media boom, hashtags have been across all corners of the internet. Internet browsers, content creators, shoppers and online businesses have all utilised the benefits of hashtags for social media. Correctly using hashtags can make a huge difference to the success of your brand so we’ve put together a complete guide explaining what they are and how they can be used.

What are #hashtags?

Hashtags are a form of categorisation and are used before certain words or phrases to help internet users find specific content. They are metadata tags which are used most prominently on social media platforms such as Twitter, Facebook and Instagram. One of the biggest challenges for social media users and internet browsers, especially in such a fast growing online network, is trying to sift through all of the online content. Hashtags offer a way of searching for specific things by compiling content into categories based on the meta tags used.

Where did hashtags come from?

What we now know is the hashtag used to be a simple symbol that was used for several purposes in the IT and telecoms sector. In the UK it denoted the ‘£’ and has been used primarily in a number of programming languages. It wasn’t until 2007 when technologist, Stowe Boyd was talking about Twitter in an article that the term hashtag was coined. It was during that time when Twitter was pioneering the revolutionary new concept that would forever change social media and digital marketing forever.

Hashtags for social media across different platforms

Since the hashtag boom, more social media platforms adopted the concept in order to help improve their service and help users interact and interconnect more seamlessly. Today, Facebook and Instagram both use hashtag systems in their own way. Instagram allows users to find similar content via the tags that are attached to photos. Facebook utilises hashtags to show trending content and popular posts.

How to use hashtags for social media

Many people don’t realise the potential of the hashtag as a tool but there is actually a skill in using them correctly. The main aim, particularly if you’re using them to promote your content or brand, is to be specific and selective. Make sure that the hashtags you use are specific to your industry or niche so they are targeted towards your selected demographic. Also, be sure to keep your hashtag keywords short and don’t overuse them or your social media post will be too messy and difficult to read.

Woya digital is a social media marketing agency based in Chichester. We can assist companies of all sizes, anywhere, promote themselves through the internet. Our fixed price offering is straightforward and yields results! We are fantastic at social media management, website design and SEO, all paid monthly, with no upfront investment.

Instagram Marketing for Success

Instagram Marketing for Success

Social media has become one of the most (if not THE most) effective way to market your business. Most people will now check out your social media channels before contacting your company to do business. It is therefore essential that you are harnessing the power of social media to promote your business, including Instagram marketing.

One of the newest social media platforms on the rise is Instagram. With over 17.2 million users in the UK alone, you actually just must have an Instagram page which markets both you and your business.

What is Instagram?

Instagram is a visual platform that predominantly allows its users to share photos and videos with their followers. In the same way Twitter and Facebook have newsfeeds and profile pages, you’ll see your own posts and posts from the people you follow, within your feed.

You can interact with others by liking, commenting and sharing posts, and you can also tag other users to include them in your posts. Adding your location allows others to see where you are based in relation to them.

What’s The Best Way to use Instagram Marketing?

There’s a whole host of ways you can use Instagram marketing to promote and boost your business. The following are a few basic pointers to get you started:

Consistency is Key!

Consistency is integral to effective Instagram marketing. Aim to have a consistent “look”, design and style to everything you post. Build your business “face” by adopting a consistent tone of voice throughout your writing and bio. This will create an authentic, convincing personality for your brand, that others will get to identify your business by.

Use #Hashtags

Similarly to Twitter, adding hashtags to your posts will make them appear in the search engine of anyone who uses or searches the same tag. For example, writing the hashtag #newbusiness will make your posts (and your whole profile) appear in the search results of anyone searching for the hashtag, even if you aren’t following each other. This is a brilliant way to attract new clients and widen your reach, so get #hashtagging!

Add Links in Your Bio

Many of the people who view your posts are also likely to view your profile and bio too. Make sure you add a link to your website in your profile so people interested in your business can find out more about you and what you have to offer.

Repost Content

Another effective way to market yourself on Instagram is by reposting other people’s content. This allows you to reach further to the followers of the person whose content you’re reposting. This will get you involved in online conversations that can boost your businesses standing and widen your potential customer reach. Just make sure to hashtag #repost so that people don’t think you’re trying to steal their content!

Woya digital is a social media marketing agency based in Chichester. We can assist companies of all sizes, anywhere, promote themselves through the internet. Our fixed price offering is straightforward and yields results! We are fantastic at social media management, website design and SEO, all paid monthly, with no upfront investment.

The Power of Social Media Recruitment

The Power of Social Media Recruitment

Did you know that 73% of millennials found their last position through social media? Social media is one of the most powerful tools with a mass audience, making it a very lucrative medium for recruiters. Today more and more recruitment agencies are using social media recruitment marketing to reach the best and untapped talent. In addition most Millennials are using social media as an effective channel to find a job.

Take for instance the corporate social media platform, now owned by the Microsoft Corporation, LinkedIn. It’s aim is to bolster corporate connections and interactivity. The platform is popular with employees and job hunters, employers and recruitment agencies. It has success stories, where individuals secure their dream job. So social media recruitment marketing has changed the face of recruitment. In fact, recently reported that 92% of companies are also currently using social media when recruiting. And it’s not just LinkedIn making an impact.

So what are the real recruiter benefits of embracing social media recruitment:

Massive Instant Reach

Most social media platforms have a high daily visitor ratio with a higher population millennials. This makes it easier for recruiters and companies to communicate with a targeted or predefined audience. For instance, posting a job advert via a paid Facebook campaign. So by targeting job titles, you increase your chances of reaching the right talent for your position, instantly.

Using Social Media

The average internet user now spends over 2 hours a day on social media. This means essential time spent “liking” and “sharing” posts – spreading information across their own connections.

  • It’s this behaviour that expands the natural reach of a post, so make sure your team get involved!

For example try maximising social media recruitment and allow recruiters to post ads. Meaning the use of exact criteria such as likes, interests, demographics and location means recruiters will target talent, with minimal effort.

Social Media Recruitment Costs

Social media recruitment adds another weapon to the armoury and makes the recruitment advertising process more cost effective as teams rely less on expensive job boards.

Recruiting via Social media also provides wide access to new candidates, cutting down on the time spent head hunting. Therefore the cost of social media recruitment is also relatively lower than other mediums, or even free. So this makes it ideal for recruitment agencies looking to reduce job board dependence and costs.

Social Media Referrals

Engagement on social media platforms is immediate and done right, effortless. Individuals can easily share job vacancies or make referrals with a simple click. With the right strategy, it is easier for recruiters to get access to the right talent and talent networks.

Social Media Control

As a recruitment agency owner or manager, a major concern often is that of control.

  • Your brand is being used in posts and you may not always approve.
  • Consider strategy and internal policies.
  • Ensure that you know how to write a social media policy and implement immediately.
  • Provide the team a structured social media strategy.
  • Seek support from a price sensitive marketing business like Woya Digital.

The recruitment industry is unique in many ways. Having a recruitment marketing and social media partner that understands your sector is key to success.

Woya Digital knows and understands the recruitment sector and recruitment marketing first hand. We appreciate that attracting candidates is essential, yet brand positioning for needs to remain consistent. Find our more about our packages designed for recruitment marketing.

Woya digital is a social media marketing agency based in Chichester. We can assist companies of all sizes, anywhere, promote themselves through the internet. Our fixed price offering is straightforward and yields results! We are fantastic at social media management, website design and SEO, all paid monthly, with no upfront investment.