Reconciling social media and SEO campaigns seems to have become everyone’s focus, now that it is increasingly obvious that Google will take Facebook, G+ and Twitter results as support for high SERP rankings. However, implementing a successful SEO campaign on social media is not a matter of taking a set of basic principles and applying them in a highly volatile medium such as Twitter. Rather, it’s more a matter of collaborative efforts and refinement.
Your Social Media team and SEO team need to be on the same page. Whether you’re working together with an online agency for SEO services, or securing those needs in-house, you will need to make sure that the two teams of professionals are working together toward the same established engagement goals. This is mostly a matter of reconciling different approaches in order to reach the same goal for, while Social Media will be making sure to Tweet about what followers are interested in, by monitoring hash tags and trending topics, SEO will focus on link building and keywords. In order to build a successful collaboration between the two, the process needs to start by looking at the keywords you want to use on Twitter, in order to SEO your micro-blogging campaign. Secondly, eliminate all keywords that don’t appear to be trending on social media and prioritize those that do for usage on Twitter. Copywrite the right Twitter messages based on those keywords, focusing on your already SEO’d website pages and adjust to your audience’s interests.
Measure Your Results. So long as you’ve been talking to the right members of the audience, at the right time, so as to increase exposure, and in the right, topical, trending terms, your mission up to here should be difficult to achieve in the least. You should be able to drive your Twitter SEO campaign toward capitalizing on just the right momentum of a topic that interests your company. And once the metrics and results start pouring in, make sure you adjust your performance based on several indicators. A/B testing goes a long way when it comes to SEO campaigns, and those undertaken on Twitter make no exception. Consider your use of keywords: do they work best when placed at the beginning of your Tweet or elsewhere in the message? What about including them in the form of hash tags? Refine your tone of voice, so as to make sure you are literally speaking the language of your audience. Also, bear in mind that time of posting is just as important as any other tactic employed on Social Media. Consider promoting some of your best Tweets, to see whether paid results are worth the investment.
When doing all this testing and refining, however, bear in mind that Social Media is largely about momentum and timing. Often enough, your fine-tuning time frame is limited to narrow, to put it mildly. Before you engage in such tests, make sure you have a reasonably accurate way to gauge the efficiency of your endeavor, by setting up Twitter metrics, website metrics, and a link mechanism between them, that will help you understand conversion rates.