For a long time now, marketers have relegated social media to its own, isolated corner of marketing, where success is measured in viral strength, length of conversations, and the sincerest hope of influencer attention. It’s a world that seems, by most rights, separate from the comparatively sterile technicality of SEO.
But, in a blog post published this month, Facebook has finally confirmed what every marketer has hoped for some time now: With some careful planning, social media may have a direct effect on SEO and paid search campaigns. The report is a summary of twenty-three third-party studies that took place this past year, focusing on conversion lift across nearly every industry vertical. What it uncovered is that digital marketing seems to be a bit more interconnected than most realize, and that there may be creative ways for SEO and social media campaigns to support each other moving into 2016.
The first and most important context for this conversation is to understand that Facebook users are going increasingly mobile. It’s a trend that TechCrunch noted early in the year and that Google and Facebook have continued to embrace, between search engine updates meant to protect mobile users and Facebook’s continued interaction with Instagram.
Given this, Facebook’s report focused in on mobile behavior flows for users, trying to understand exactly how they approach searching. What they found is that when Facebook ads were used to promote landing pages, there were noted improvements to page traffic from search:
The difference between mobile and desktop is clear, and could suggest a number of tendencies that were not tested. Perhaps desktop users are more willing to click trough an ad rather than to go do a unique search. Perhaps the format of mobile ads as opposed to desktop ads was more attractive to viewers. Perhaps there is a difference in the audience demographics of mobile versus desktop users that accounts for search behavior. Whatever the case may be, the boost is clear.
How do marketers take advantage of this?
There are a number of ways marketers can take advantage of mobile ad and search trends. Here are just a few tips:
Ultimately, the two principles to keep in mind here are consistency and concision. Consistent language and content can improve the likelihood that your audience sees or remembers to search for your brand, while building strategy around concise copy and key terms can make your brand even more attractive for mobile users. There is, however, never an alternative for excellent content—traffic to a page means nothing if your visitors immediately bounce away, so don’t sacrifice quality for concision or a few paid search hits.
Interested in additional ways to amplify your search and social visibility? Consider incorporating eBooks to improve social engagement and page authority.