Published On: Wed, May 3rd, 2017

Using Social Listening To Boost SEO Performance

Social listening can be used in boosting SEO performance. Start with building relationships and addressing consumer’s frustrations.

Does social listening, among other social media-based strategies, affect search engine optimization (SEO)? Judging by Google’s policies, the answer is no – but it should be qualified since the former doesn’t affect the latter in a direct manner.

This is because there are just too many factors to consider in establishing a direct correlation between social media marketing including listening and SEO.  These factors include the hundreds of millions of daily posts, which must be considered, and the artificial inflation by users in affecting metrics.

The bottom line: Social media may not have a direct impact on search engine rankings but its indirect influence cannot be dismissed either.  Social media marketing can also build brand awareness, increase online presence, and encourage the audience to promote the company.

With that being said, here are a few of the ways that you can formulate a social media marketing strategy for boosting SEO performance.

Build Relationships

One of the best ways to develop genuine, strong and mutually beneficial relationships with your target audience is through social media. In turn, such relationships can influence SEO performance in many ways, such as in getting more links, citations, and mentions.

When you have built good relationships with your target audience on social media, you will find people who are willing to:

  • Visit your websites, which can boost both direct and referral visits
  • Share your content including blogs, posts, and videos
  • Seek your brand, products and services, and company on many more platforms
  • Link to your webpages and websites, which can boost traffic and give Google favorable signals

But how can you build relationships using social listening techniques as part of your social media marketing strategy? Here are a few ideas:

  • Listen in on the conversations of your stakeholders
  • Analyze the core messages in their conversations
  • Engage them in a meaningful and practical way without being overbearing
  • Create content that can be shared and appreciated by your target audience

Social data may not be used by Google as much as other types of data but it can still indirectly influence the rankings.

Address the Frustrations of Your Competitors’ Customers

This is often an overlooked aspect of social media marketing because companies tend to focus on their own customers. This is a shame as addressing the frustrations, or pain points, of your competitors’ customers can result in viable prospects for your business!

When you increase your customer base, you can also increase your online presence. You can have a higher chance at advancing in the search engine results, thanks to the above mentioned benefits.

But don’t be an overbearing, hard-selling brand either. You will turn off your prospects, perhaps even acquire a negative reputation online. Just offer them useful advice and links so that they can make their own decisions.

At the end of the day, however, social listening is a tool that you may or may not use for your benefit.  Ask the professionals about it and discuss your options for best results.

Prospect Factory is author of this article on Social media marketing. Find more information about social listening.


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