We’re constantly hearing about them in the media, and we use them every day to interact in a professional and personal way. Therefore, sometimes it may seem like we already know everything about social networking. However, the digital universe still holds some concepts that are not so well known. One of them is social media optimization, or SMO. It refers to the use of social networks to give relevance to a particular website or to increase its incoming traffic, and it’s closely linked to viral marketing.
Although it is not a new phenomenon -the acronym SMO was used for the first time in an article by marketing expert Rohit Bhargava in 2006-, the fact is that its usefulness has changed dramatically in recent times. In fact, only a few years ago, SMO was relevant only to get traffic through social networks.
However, after the implementation of Google’s Hummingbird algorithm in 2013, which also takes into account the interactions in social networks when it comes to improving the presence of a site in that engine’s search results, SMO has turned into an important ally of SEO -Search Engine Optimization- practices.
But how can you use SMO to give greater visibility to a particular website? Here’s a list of a few strategies you should keep in mind to make it easier:
Techniques to improve the positioning of your website
1. Use your social networking profiles to share quality content that is relevant to your audience
If you have a blog, do not hesitate to publish your posts all over social media sites. In any case, keep in mind that Twitter, Facebook and similar platforms are ephemeral media, so the contents are not visible for long periods time. For this reason, you should not limit yourself to sharing your articles once. It’s okay to do it repeatedly, but make sure you leave a certain amount of time between one post and the next and vary the time and day of your updates to increase the chances of reaching more potential readers.
2. Encourage users to make your posts viral
Your followers can be your best supporters in increasing the dissemination of your content. Hence the importance of making it easy for them: add buttons or links to the most well-known social networks to your articles, infographics, e-books or videos. We recommend AddThis. In addition, it’s also advisable that you give them the option to subscribe to your newsletter, using tools such as FeedBurner. These actions usually don’t involve too much work and, if the contents are relevant, the amount of “shares” can actually increase up to 100%.
3. Share useful content
It’s the same whether you’re the author of the content or not. This simple strategy will help you gain followers and inbound links, both of which increase the relevance of your website. In addition, sharing useful content from different sources not only helps increase the size of your community, but it also helps you earn the trust of your followers, since they’ll see that you don’t use your profile only as a way of self-promotion.
4. Identify and take good care of the most loyal users and influencers
We’re not strictly talking about an SMO technique, but giving small “presents” to your most valuable users -for instance, sending them a personalized private message or mentioning them in your posts- will help you stay active in your community.
5. Participate regularly with comments and other content on other social profiles
Don’t forget that social networks are not unidirectional. So don’t just publish your content and expect to get a huge number of visitors and followers right away. If you really want this to happen, you must be active, commenting on your followers’ posts and interacting with them. This habit is important because it will help you increase the number of followers, and engage them actively.
6. Create valuable content
Regardless of the sector or industry in which you develop your professional activities, there will always be some kind of content that will work well, such as lists, news, popular quotes by celebrities, pictures and videos that are funny and related to your sector, among others. Let your imagination loose. Even if your workplace may appear tedious and boring, you can always offer striking and useful content to your audience.
7. Set out a strategy: define your goals and the roadmap to achieve them
At Reputation Defender we won’t get tired of saying this: Before you set out to design a plan, it is essential to stop and think about what we want to achieve. Increase the number of followers? Have a greater value of engagement and interaction in your posts? Position yourself as an expert in a particular subject? All of this must be sorted out before designing the steps you’ll take to achieve your goals. Otherwise, it’s like putting the cart before the horse.