Social media such as Facebook or Twitter possess a uniquely huge potential: reaching a large amount of precisely targeted customers. Most SEO efforts mostly focus on ranking a website as high as possible for a given set of keywords. However, these strategies are usually wide and generic and often lack the ability focus down on the focused audience you know will convert. Many non-relevant users may visit your site and eventually abandon it, and many others will simply leave it without converting. Social media channels, on the other hand, possess a certain degree of customization that will help you narrow your target. Let’s see how you can take full advantage of the possibilities of Facebook ads to optimize your SEO.
- Create different landing pages
The first step of your mixed SEO/Facebook ad campaign is to decide where your users are going to land. One of the best features of the Facebook ads, is that you can narrow down your audience to specific demographics, social status and interests. This way you could create a landing page that is fully tweaked around that target and, why not? Even build several pages which target different audiences. This one is an extremely effective method to A/B test your site and optimize it accordingly. You may find out a lot of things you never suspected – like discovering that the demographic that converts more is not the one that visits your site more frequently.
- Retarget the same audiences to reinforce your message
Sometimes you posted an offer that was extremely successful, but since that post is now old or stale, Google eventually let it die on the bottom of its page 10. By sponsoring that content again on Facebook, you can regenerate the interest towards that topic, service or product and generate new leads without creating fresh content. If a person already visited your site, Facebook will know that by reading his cookies, and will signal that ad as “relevant.” This way you can be sure that a potential customer who just gave a cursory glance at your site will never overlook any offer that may potentially grab his interest.
- Indirectly improve your SEO rankings
Although it is widely known that social signals do not affect Google rankings, Facebook ads can still help improving your SERP. In fact, when you reach a large audience with an engaging message, you have a chance that people will start sharing that post or page even on other medias, such as their blogs or sites, providing you with a natural source of new relevant links. A higher traffic will also help boosting your website rankings, especially if people are engaged enough to spend a lot of time reading your page or browsing your site. A high time-on-site and a low bounce rate can both give you a small SERP boost. Since you can target your ads to a specific page or post, you will also know which one provides better results in terms of CTR and conversions. The pages that perform better are those you want to strengthen with better content and more link juice.
- Relevant content may impact your consumer engagement
Facebook will keep track of a lot more data about user interaction that Google Analytics does. You will know how many people saw your ad, as well as the number of clicks, interactions and shares. Most people’s reaction to your post is solely based on the quality of its headlines. Since you can switch the Facebook ad’s headline without change its landing page, you got an extremely quick and effective opportunity to test which one is the best title to grab your audience’s attention. This, in turn, will help you finely tune your pages’ content. Last but not least, knowing what people really want to read will give you a lot of useful hints on which keywords they could type when they search on Google.
Social media strategies and SEO tactics should never be seen as mutually exclusive choices. Any internet marketer knows that the best way to grow its business is to fully take advantage of all the possible advertisement channels available.