Optimizing Your Social Media – SEO Monday

By Advanced SEO Team

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Mashable reported today that advertising on YouTube, LinkedIn and Foursquare is expected to increase in the coming year, according to research conducted at the May 2011 Pivot Conference. An increase in ad spend by companies is often an indicator of the popularity and potential value of the audiences of these platforms to companies. SEOs should take note of these increases and not overlook the value that can come from content optimization and link building via social media. Because it doesn’t make sense for every business to be on Foursquare, today I will be focusing on the optimization of Youtube and LinkedIn, as well as some general social media SEO and sharing tips.

YouTube is the world’s second largest search engine. It also happens to be owned by the worlds largest search engine- you know, the one whose algorithm updates site rankings can sometimes fall victim to. If your company has a YouTube channel, there are a few things you can do to optimize your content for SEO:

YouTube is the world’s second largest search engine. It also happens to be owned by the worlds largest search engine- you know, the one whose algorithm updates site rankings can sometimes fall victim to. If your company has a YouTube channel, there are a few things you can do to optimize your content for SEO:

  • Use relevant keywords in the video title, description, and tags.
    • Title is limited to 60 characters- use them wisely
    • The description only allows for 120 characters before it is cut off and viewers need to click for more. Try and get your main keyword within that character limit while still providing useful content. It also helps to have a link to your site as the first thing listed, especially if your video includes a call-to-action (this is a no-follow link, however)
  • Use keywords in your video content. A recent post on Search Engine Journal noted that with YouTube’s closed captioning feature results in crawlable content by the search engine spiders. Assuming you’re creating a relevant video, this should result in lots of keyword-rich content for your video. (http://www.searchenginejournal.com/youtube-video-optimization-from-a-to-z/31278/)
  • Make the content useful or entertaining for the consumer, so they will be willing to share. More shares result in more natural links.

The Facebook pages of companies will often appear when doing a Google search for their brand term. Why not optimize your page in the same way on LinkedIn? While a smaller network than YouTube or Facebook, it’s important not to discount the relevancy and higher quality links that can be obtained from users of the network. Some ideas:

  • Obtain your vanity URL for your page if you haven’t done so– this will help with SEO for your brand name
  • Fill out company details and offerings completely and thoroughly using your targeted keywords (SEO company, for example)
  • Participate in relevant LinkedIn discussions. This will not only associate your brand with keywords relevant to your company, but also can gain connections with people in related fields. These connections will be beneficial when publicly sharing information (a blog post, for example). The link will reach relevant and interested business professionals, and with the right content, could be shared with their network of professionals (and so on)

Finally, here’s some best-practices for sharing on social media sites:

  • Make sure the page load doesn’t take forever- Google has been stressing recently the importance of page load time, and people aren’t going to want to share something that takes forever to load. Their time is precious, and attention span is typically short.
  • Be sure to use a link shortening program that uses 301 redirects as opposed to a 302. This ensures that any link juice from the site is passed on, aiding your link in the eyes of the search engine. Popular shorteners (which also feature tracking) include Google’s own goo.gl and bit.ly.
  • When linking to a blog post or site page, make sure the content is easily likeable. Even if a customer came in to the site from a social media site, Twitter for example, doesn’t mean they will necessarily want to share the information on Twitter. Make your share buttons easily accessible for even more social loving.
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