We all know that search engine optimization enhances your business in several ways, but many people are unaware of the importance of social media optimization (SMO). While the two sound similar, there are some key differences. Read on to find out what they are, and how to use SMO to push your business that bit further.
Difference between SEO and SMO
Search engine optimization (SEO) refers to the set of strategies employed with the aim of increasing the visibility of your website on search engine results pages (SERPs). Since users usually choose websites from the first results page of a search engine, SEO aims to improve a website’s ranking in SERPs by implementing measures which adhere to the search engine’s algorithm.
Whereas SEO might increase traffic to your company’s website by improving the site’s ranking on SERPs, SMO focuses on managing and growing your company’s online presence and image via social media. This is not limited to apps or sites like Instagram and Facebook but includes other interactive communities such as online forums and blogs. The interactive nature of social media enables your business to connect with clients and view first-hand what clients will and will not engage with, while simultaneously increasing awareness of your products and services.
While the two ultimately share similar goals, the key differences between SEO and SMO are their means of execution.
How you can implement SMO in your business
If you’re already using SEO services for your business, your SEO consultant should be able to help you out with SMO. Unfortunately, there is no one-size fits all strategy for SMO. And just like SEO, it is a process that takes time and dedication. Here are some steps to get you started:
Set goals that are relevant to your business
Are you trying to increase engagement with your current following to boost profit margins, or are you aiming to cast your net wider and reach a larger clientele? Your goals set the tone of your strategy, so it is important to always have them in mind.
Plan out your content
If you fail to plan you plan to fail. Apologies for the proverb, but it really is true. Export your page analytics from the social media platform in question into a spreadsheet. Have a look at your past posts and typical user-engagement with them. What works well? What doesn’t? Keep your ultimate goals in mind while doing so. Now think about how you can make more content your followers will engage with. It is vital that you maintain your brand voice throughout your content as consistency is key.
Use a social media content calendar to help you plan when and where you post your content. This is crucial for maintaining regular engagement, as it is not uncommon for people to unfollow pages that do not post frequently.
Create, curate and circulate content
As important as regular content is quality content. This can either be original content which is created by your brand specifically for use on your social media channels, or curated content, which is content that originates from other sources but has a message that is relevant to yours. A mixture of the two is usually a great strategy.
Once you’ve planned and constructed your content, it’s time to get it out there. Do some research on the best times to post on whichever social media platforms you are using. This will vary across platforms and audiences, so it is vital that you do as much research as possible about your audience.
Remember to review the impact of these techniques as you go along, and adjust your strategy as necessary. Results will not be instantaneous, but with a bit of consistency, they’ll be great.
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