It was in 2014 when Google’s Matt Cutts declared that social signals don’t matter, but that was three years ago. And by Internet standards, 2014 is ancient history.
Even though Google hasn’t publicly announced it yet, the world’s biggest search engine has obviously gained a better understanding of how likes, shares, retweets, and the like work on the web.
Besides, even if social signals don’t affect your rankings, they still have a major impact on plenty of other things. For one thing, more shares mean you have more high-quality backlinks, and that’s a major SEO factor. Also, the better your social signals, the higher your chances of getting read, liked, and shared even more, which means more traffic for your site.
It’s not as if you need convincing. If you understand digital marketing, you know working on your social signals is a must. If you haven’t started yet, here are four important tasks you must do.
1. Optimise for each platform
Each social media channel is unique. They have different audiences and you’ll have to use different strategies for them. Twitter users, for example, expect you to post many times a day, whereas that would be annoying on Facebook.
2. Use the right keywords
Keywords used naturally will help you boost your visibility on social media and will get you out to a highly engaged audience seeking you out in particular. Use your main keywords in your profiles and posts, as well as in your captions, descriptions, and hashtags.
3. Draw people in
The right words and a pretty picture will help attract more people to click your posts. Most people don’t click on a post unless the headline catches their eye. And a high-quality, relevant image boosts engagement exponentially, even when you have a mediocre headline.
4. Time your posts
Your followers have a specific time of the day they go on social media, and it’s best to share your posts when they’re online to see them. For example, if you’re targeting young professionals, they’re not probably online during the work hours. You can catch their attention faster if you post early in the morning or in the evening after work.
It’s easy enough to understand how it works, but it’s best to hire an expert to help you implement these methods. The best social signals expert will have a long-term strategy that’s customised exactly for your business needs. This strategy will take time, but it’s the most reliable way for you to improve your social signals and get more, better traffic.