Search Engine Optimization (SEO) has always been an escalating arms race. Companies and advertisers continue to look for new ways to organically push their desired results to the top of search engines. Likewise, search engines constantly update their algorithms to combat keyword stuffing and ensure the true cream rises to the top. This constant push and pull has given rise to a new focus in the field. While good, old-fashioned, keyword focused, SEO is still a necessary part of any successful campaign, a growing number of new-age marketers are turning to social media for an added boost.

SEO, like many parts of the internet has changed greatly. It went from an abstract experimental concept to a near concrete science. There were rules, and a desired keyword density that would trigger an optimal search result. The problem is the contradictory goals of industry leading search engines (of course speaking of the titanic Google) and advertisers. Search engines filter out obvious ads in order to get corporations to pay to push revenue-producing content to the top.

This is Google’s profit model and, safe to say, it’s extremely effective. Smaller groups of entrepreneurs and marketers looked for ways to skirt Google’s pay for play system. That’s where traditional SEO was born, from a desire to push product positive or ad-revenue producing content to the top of the list, without paying Google’s premiums. As SEO writers adapted so did search filters ability to pick up subtly sponsored articles and blog posts. Today, SEO is a huge consideration when producing promo materials. However, the parameters have shifted from focusing on the search itself, to learning more about the searchers.

How Old SEO Differs From New SEO

Whereas old SEO aimed to deceive search engines, new SEO is based on an understanding of how people use the internet. SEO used to be a lot like fishing for clicks. There was no consideration for the user's experience or the end result once that goal was met. The clicker frequently felt duped or tricked after completing the task. The query's content was nothing more than the result of a well-thought-out math equation. As Google and other search engines became more aware of spammy SEO results, the number of spammy SEO results dropped in lockstep with the average user page time.

The content of the link is at the center of the resulting revolution. The focus of new SEO is on the user and their interaction with the content. It ensures that future like-minded individuals will enjoy the content by focusing on providing value to the searcher rather than simply extracting a click. A focus on high-quality, hyper-informative content that people will enjoy and share emerges (both literally and electronically, i.e. on Facebook, Twitter, Instagram, etc.). Providing value to the customer is a tried and true method of getting them to take the desired action. Furthermore, by focusing on a specific user of a search engine rather than just a few keywords, it expands the possibilities for a wide range of results.

For example, a search term such as "Best European Vacations" will yield a dizzying array of results. Previously, the goal of SEO was to find the perfect balance of that specific keyword to entice a click. With new SEO, the goal is to not only provide a fun article about European vacations, but also to tailor the writing to the audience most likely to be looking for a continental summer vacation. There are a variety of desirable niches to infiltrate within this audience. The new SEO prioritizes the audience, ensuring that a plethora of search terms direct the right person to the right location. After all, that was the search engines' original intent.

Why Incorporating Social Media Will Get Your Content To The Top

1. Your Social Media Profiles Are Underrated SEO Tools

   Social media profiles are often one of the most returned results in any search. If you Google your own name, chances are the first result will be some sort of social media profile. That’s because these sites are linked to other reputable sites and thus, they attain both criteria Google checks when creating a results page. Google’s algorithms look for “relevance and authority” which means, the ideal result is both close to the queried term and also linked, in both directions, to other respected sites.

   For example, your Facebook contains a bunch of outgoing links to other websites, but also is used by other forums, as an identifier (like LinkedIn, twitter, instagram) that allows the search engine software to be relatively sure that’s what you’re looking for. Essentially, social media profiles contain a lot of the information search engines try to independently verify. Furthermore, as your reach grows and other sites with heavy authority link to your social profiles, they will continue to climb the search rankings. A profile link in a reputable magazine, newspaper, blog, or other social profile can greatly increase overall exposure.

   Also, these profiles contain a myriad of information about you and your business, which means they will feature in an incredible amount of search terms. There’s no excuse for not having a dedicated approach to social media profiles, as they check the most important boxes in most search programs. These profiles should be carefully curated and expertly maintained using new SEO techniques to maintain a positive image, and provide value to the consumer.

   2. Influence Is Power

      Social media is home to some of the most influential celebrities and websites on the planet. As we know search engines like Google take authority into account, that means if something from your social media is posted on a powerful site or blog, it will draw more attention from the engines. While the amount of likes and shares don’t currently affect Google rankings, who likes and shares certainly do matter. By getting the attention of influential people and brand, you increase the chances that your social media content will move into more traditional sites.

      This will see both your authority and relevance skyrocket. In the 21st century, “going viral” is essentially a phenomenon when a social media post leaps off the platform, reaching a much wider audience. Use social media as a springboard and soon you may see yourself on television, gigantic media websites, and even on browser home screens. These are not freak occurrences. “Going viral” requires a dedication to your desired audience, and true understanding of new SEO.

      It’s all about finding the right content, and getting the right push. This usually comes from a social media “influencer.” Partnering with an influencer, or someone, with a huge social media following can get your product into the public consciousness, where hopefully its merits will carry the momentum. Right now social media is a low overhead option to attract attention, and eventually drive business.

   3. Status Quo Bias

      As stated above, Google does not currently take the volume of likes and shares into account when amassing search results. For example, a Facebook post with 70 likes and one with 50, with identical wording, should be equal in search results. There is some debate as to whether this is true, but what remains is a focus on content and authority. Better content = more likes, shares, and outgoing links. This increases your chances of being featured on a massive website and attracting the associating attention. While Google has explicitly denied any tangible effect of high numbers of “social signals”, other search engines like Bing, Yahoo, and MSN have not. That means a more popular post may increase visibility on these platforms.

      Also, Google’s stance is temporary. Their algorithms and results are always changing with the whims of the consumer. Just as new SEO focuses on the intended target, Google must adapt to what’s popular with their customers. For now, they exclude in-platform popularity from consideration when generating search results. As the people of the internet become increasingly obsessed with likes, retweets, and shares, it's reasonable to assume Google will too. However, one undeniable factor is getting your post on multiple profiles will increase your authority by triggering multiple returns across many reputable sites. With new SEO likes may not matter right now mathematically but they increase your visibility and perhaps, long-term viability.

   4. Syndicate Yourself

      Social media sites are a natural warehouse of content. Once posted it is readily available to the public in perpetuity. The internet has a short attention span, but a very long memory. A once popular post can become viral again, even years later, with one repost. These posts have a life of their own and that constant stream of links and backlinks doesn’t go away. That means once your profile, post, or article has gone viral it’s reach spreads roots to authority building sites that aren’t easily erased. That means every time a relevant search is queried, your profile will remain at or near the top. Building a following and going viral are difficult, but they have lasting SEO implications. Consider a piece of excellent content on a social media website like a classic old sitcom. You’ve seen it 100 times, but every time, you still laugh. You can always discuss iconic scenes with your friends.

      This is how a transcendent social media post works, and continues to work for you or your client. This never truly stops as diverse groups “discover” or rediscover the post themselves. There is no expiration date for amazingly directed content. It’s just a matter of getting it on the right channel, so it can entertain forever, perhaps with a small nudge here and there.

      Does It Work?

      Hiring a content marketing firm can be prohibitively expensive. That doesn’t mean you can’t take their message to heart. Social media gives you an opportunity to compete with the big boys and girls on the block. With social media profiles you have an easily linkable, highly exposed, personal website that is already recognized by Google as a site of authority. By producing high-quality, audience centric content you are allowing consumers to organically discover material they already like. While social media impressions don’t currently increase Google visibility, they increase the volume of people talking about your product. This allows you to build a system of links and hopefully, reach an influencer. This link network lasts forever. As your linked roots grow, the authority will slowly transfer to the domain of your social media profiles. These will be the first results when people search in your specific niche. Moving forward, you now have a dedicated platform for posting new content in the future, creating a domino effect of influence. Social media is still the Wild West of marketing. The platforms themselves are still struggling to find their footing in this volatile marketplace. Embracing new SEO, a link building philosophy, and making the most of social media can take your reach to new heights.

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      Conclusion**

      The days of keyword stuffing SEO are waning. The industry has moved from the certainty of mathematical precision to the vagaries of content marketing. The most essential part is no longer generating empty, trick based clicks, but creating lasting, useful content. Consumers will feel more enlightened and less used, and thusly be more willing to share helpful information with friends. Therein lies the beauty of using social media to build a link network. The network is, somewhat ironically already built for you. Everyone has their circle of friends and family. Unlike, traditional SEO, where the goal is to reach everyone searching for a certain term, content centered social media based marketing, means you only have to reach one person. If one person on any platform likes, shares, or reposts your content. There is a chance their, usually like-minded, inner-circle will do the same. The difficult part is building this following and keeping them active. However, a short term social media push will create an everlasting reputation and link network that will never stop paying dividends.

      In essence, social media is the new king of marketing.

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