Social and SEO teams can sometimes play juxtaposing roles on paper. But to be truly successful, both social and SEO should engage in a two-way conversation between businesses and their target audiences.
Whether you’re an agency or your social and SEO teams are in-house, you can create a mutually beneficial relationship for these teams by simply facilitating a few conversations across teams. If you take the time to follow these specific tips and keep each other informed about relevant trends among your key audiences – trends that you see in social conversations or analytics data – you can brainstorm better ideas together without feeling as if there isn’t any time to get your regular to-do list completed.
Share Your Strategies
From a SEO perspective, your keyword strategy is a great place to start. Let your social team know the phrases that convert the right type of visitors for your business and be sure they understand the benefit of domain-level brand metrics. Your social team may be able to naturally work some of these terms into their own strategy so your audience starts to associate and use those phrases to describe your business, products, or services and amplify your brand.
As a social team, you must constantly listen to your audience and provide helpful information by joining the conversation, answering questions, or addressing real-time issues. You are the perfect set of eyes to help your SEO team discover pain points or creative ideas that your audience is discussing. Those observations can be repurposed into valuable content ideas for your SEO team to create. These pain points and ideas can also help your SEO team hone in on new long-tail keywords they can use to generate more genuinely helpful content pieces that will appeal to your audience.
Create More Targeted Content
For SEOs, while we want to deliver the most valuable content possible, sometimes it’s difficult to determine what kind of content our audience wants at any given time. Social listening is a great solution for removing this roadblock. If you don’t have the resources to monitor social channels yourself, listen to our social team and gather their feedback about the story you should be telling through your content based on what your audience needs or likes to talk about.
Social teams can get involved by delivering focused content to their audience via paid media. Segment your social audiences by keywords, job title, company, followers, or geo-targeting using sponsored content campaigns on networks with sophisticated targeting capabilities like Twitter and LinkedIn. With strategic targeting you can help fuel the conversations you know your audiences are interested in having.
Share Your Results
SEO may have come from a more technical genesis, while social media was more traditionally a community-building platform, but both SEO and social are meant to build relationships with your audience and provide meaningful solutions and interactions for those groups. While sharing the details of your data reporting across these teams will be a more time-consuming task, doing so will help to reveal the areas in need of the most collaboration.
Use this formula to establish your goals and evaluate your efforts. Knowing whether or not these metrics are met will help you determine what content and conversations yield the best interactions from your audiences.
We believe that [this content, post topic, etc.]
Will result in [this outcome]
We will know we succeeded when [we see these results]
Ultimately, a better connection between your social and SEO teams will allow you to provide a more positive experience for your target audiences. And if you can provide a great experience, or even answer questions before your audience thinks of the question themselves, you will turn site visitors into customers and customers into brand advocates.