Expanding ties between organic search, social, and content-related traffic drivers make it increasingly important to coordinate efforts among channels. Mostly, you’re not likely to sustain good organic reach without some good search and content practices.
So here are some tips for increasing your organic reach on search.
Know What Keywords are Already Driving Traffic to Your Site
A good place to start increasing your efforts is by going over what’s already organically working for your site. Dig into some keyword research. Since keywords aren’t just words they’re the phrases and topics that people are naturally search for. This includes both broad and specific terms. Once you find out which keywords are driving traffic to your content from search, use them throughout your social posts. This is the best way to tie into the existing way your audience is finding your brand and amplify it throughout additional marketing efforts.
Know the Corresponding Content for Those Keywords
Top performing content determines the ranking keywords find out what words and phrases people are using to ask questions or to pursue solutions when they are finding your content. That content and keyword pair is something that search engines already consider a good match. Take that keyword and content pairing and use it for your engagement and posts on social. Make sure you include the keyword in the post or as a hashtag to catch the audience attention.
Figure Out What Keywords and Content Are Working for Your Competitors
After all the keywords and content that are working well for you, are the keywords and content that are helping your competition take traffic from you. By finding what they’re doing well in search and content, you’ll see how they’re meeting the audience’s needs and then use that information to improve your social media engagement.
Explore Peripheral Competitors and Understand Where Your Audience, Traffic, and Content Overlap
Move far away from the “big competitors” to understand the surrounding conversations that could convert your audiences. In addition to the two or three competitors that you’re already keeping an eye on, check out the peripheral conversations, including other brands that will offer adjacent products, that are taking traffic for your target keywords. Although not all of those sites are considered direct competitors, they may be taking the audience share with some best engagement ideas that you can use.
Track Social Engagement for Content by Group
Creating keyword groups based on campaigns, products, etc., allows you to segment the keywords and social posts to match those groups and orient social media efforts to your marketing needs. For your content as well as your competitors, this will allow you to dive into the specific topic group that you’re targeting for social media and see how people are talking about it, what content is being created, and how it’s performing in search and social media.
Modify Your Content and Social Engagement to Mirror Changes in Audience Language
Popular words and phrases, descriptions of products and conversation style likely to change over time. Sometimes more quickly than we realize. Make it a priority to remain relevant by talking to your audience in the same language they’re using. If you notice a sudden drop off in a keyword before leaving its importance, see if people are simply referring to the same solution/issue in another way. Then modify your content and social engagement to reflect the new lingo. Being on top of shifts in phraseology and understanding how audiences are referring to their wants and needs makes you the most effective conversationalist and will lead to more conversions.
Vary Your Content Types on All Social Channels
When you find a popular topic and keyword, create a variation of assets based on the same keywords. Make blog posts, videos, images, webinars, case studies, etc. to engage your audience. Having multiple contents to share and to engage your audience on social media. This will help you bring larger amounts of content to each channel while using the right keywords.
So if you’re not leveraging your search and content data to extend your social media reach, this is the best time to start. Using these tips, you can get better engagement with existing audiences and extend your reach organically.