How To Take Over the SERPs by Ranking Social Media Account Pages September 28, 2012
Many companies as well as SEO service providers are still focused on just optimizing the performance of the “money site” and missing opportunities of expanding their keyword real estate and placing more than one listing on Page 1 of the SERPs.
On-page optimization and creating backlinks to “get the job done” are pivotal to maintaining visibility through Google’s Penguin and Panda (versions 1, 2, 3…) updates, but social media sites are another key player in gaining more visibility for branded queries.
We’re not talking about purchasing fabricated likes or tweets here. We’re talking about the simple act of maintaining your Twitter and Facebook accounts in addition to using the same backlink strategies you’re using to promote “money sites” and mirroring the same actions to promote social accounts too.
Every company wants to rank their “money site” as high as possible for their target keywords, especially their brand name. The goal is to be the first listing people see, and therefore the first listing they click.
What about the other nine spots on the front page? Do you want to leave it up to chance that consumers will click YOUR particular link out of the 10 presented in front of them? What if your company’s Twitter listing was also on the front page? What about if your Facebook page listing was a few spots below that?
Now you can take up 30% of the real estate on the front page, which is far stronger than only 10%!
Ranking Your Twitter Account
Ranking a Twitter account listing in the SERPs is not difficult. The main thing to remember is to stay active!
Having an inactive Twitter account will not necessarily push the ranking URL down; rather it often inhibits that ranking URL from moving up. When maintaining your Twitter accounts make sure your social media team does the following:
- Make frequent (daily, if possible!) updates to your account using original tweets.
- Retweet/respond to those who tweet at you in a timely manner.
- Follow those who you have something in common with to increase your follower count naturally.
- Use a Twitter handle that’s professional, easy to remember, and matches a desired search query.
- Write a Twitter description that includes keywords (geo-targeted, brand-targeted, product specific)
- Add a link to your website!
- Use a professional profile avatar that showcases your company, brand, or product.
- Update the background image to enhance the user experience by displaying contact info.
Don’t believe these tips will work? Take a look below at case study samples below:
The keyword monitored in the graph above was an exact match to the company name. On July 29th, our network of Twitter accounts (to be discussed later) tweeted at or used the company name in conjunction with a hashtag to stimulate social activity.
The next day the social media team of that company tweeted back answering our questions and continuing the conversations we started. By the following week, their Twitter account was ranking on the first page of Google for the company’s name. When their social media team stopped responding back to users and posting new tweets, rankings fell back to the second page of Google.
If the conversation was maintained, the drop back to the second page could have been avoided. Explore who is discussing your brand, use industry hashtags when possible, and tweet at your competitors to increase both social and business activities for the brand you’re promoting.
Throw a competitors brand name into a Google search. If their Twitter account comes up see who they’re tweeting at, how often they’re tweeting, and what terms they’re using in their profile description. Learn from others so you can then outrank them at their own game!
Creating a Network Of Twitter Accounts
We mentioned using a network of Twitter accounts earlier in the post. This network is comprised of a group of stand-alone Twitter accounts with distinct likes and dislikes, both male and female, all races, ages, political affiliations, marital statuses, and religions. These Twitter accounts are by no way connected to one another – except that YOU control them all, and their personas.
A Twitter network is a link builder’s best friend. Once the different Twitter accounts are up and have been tweeting for a few weeks (preferably gaining a few followers naturally) then it’s time to create social interactions with the Twitter account you’re trying to promote.
Let’s say your client is a sports equipment company. You’ve made one of your Twitter personas a girl who plays intermural soccer in college. She could reply to Twitter users asking for advice on sports equipment where she can suggest the user checks out that particular sports company by including their Twitter ID in the response. Next, the sports equipment company can thank the intermural soccer player for her suggestion and follow up with the Twitter user who inquired about the sports equipment directly.
Building Links To Social Media Accounts
If creating conversation isn’t enough for you there are other ways of raising your social media account listings in SERPs. Link building is the easiest way of doing so. Creating a strong backlink profile for your social media pages while also updating them shows search engines that this site is reputable and being actively shared with others.
In the graph below our network of Twitter accounts was not used. The company simply tweeted industry facts once a week or so to keep their Twitter active, but abruptly stopped updating their account in the previous month. They did not engage with others who retweeted or actively search for users to converse with. All social activity came to a grinding halt as they were ranked 80th in the SERPs.
We created high quality social bookmarks to our clients Twitter page on September 16th. Within the next two days we saw huge results; the Twitter account was now maintaining a position on the second page of Google’s SERPs after only half a week of building the social bookmarks.
The same goes for Facebook. In the example above, the same amount of social bookmarks were built to the brands Facebook page which was not competitively ranked a couple months ago.
Once again, there was little to no account owner generated activity on the page, yet building social bookmarks to the Facebook page URL that’s ranking was all that was needed influence the positive shift.
Scaling And Replicating
Don’t stop there! Using link building tactics to push authority through your other social media accounts will gain your business more visibility in the SERPs and allow you control more keyword real estate. Building links pointing to Pinterest accounts, LinkedIn listings, and Google+ pages are just a few ways that you can continue increasing visibility for your brand in the SERPs.0