Social media and the search engines are intrinsically connected which presents a unique opportunity to leverage both marketing channels to help grow your business. The major search engines like Google, Yahoo and Bing take hundreds of factors into consideration when ranking a website to relevant searches. Social media has become another one of the factors to help the search engines better determine what content online is the best quality and should be ranked for people performing relevant searches.
Here are the top opportunities to leverage search engine optimization and social media for your business.

1. Make a list of relevant keywords. If you’ve never done this before, you can use free tools like Google’s Keyword Planner, Google Trends, and/or Keyword Tool.io. You can also start with a list of your key products and services, and terms that are important to your industry.
2. Google them. You may want to use spreadsheets for this step to help keep everything organized. Google each of your keywords, and make a note about whether the search results primarily reflect an inform or purchase intent, and to what degree. Some will be heavily skewed, and others will be fairly balanced.
3. Organize the results along your sales funnel. Keywords that generate a strong inform intent are most likely going to represent users at the top-of-the-funnel. Those that generate search results with a strong purchase intent are likely being used by people closer to the bottom-of-the-funnel.
4. Optimize existing content. Review the content you have already created. If some assets were developed specifically for one stage of the funnel, make sure it is using appropriate language. If a piece of content was created to target a specific keyword, make sure it is addressing the user intent behind that keyword.
5. Create content to fill in the gaps. There will be gaps, and that is where you get to work. If you have the wrong type of content for a particular keyword/user intent, you don’t necessarily need to remove it, but you do need to create additional content. For example, if an important keyword yields a strong inform intent in search results and all your website has is a product page for that term, you need to start building some informative content assets, such as blog posts, landing pages, and ebooks. If a keyword has a fairly balanced user intent—a few informative pages and a few product pages—it’s 100% okay to create a few (high-quality, engaging, helpful) pages based on related keywords for each user intent.

The fuel to seeing results in social media and in the search engines is accomplished through creating and distributing relevant content that adds value to your audience. A solid content strategy comes in many forms, everything from videos, photos, infographics, text, articles, eBooks, GIFs and more, all of which can be discovered by your audience in the short-term using social media and in the long-term using the search engine.

To make use of the tools and advantages provided by digital marketing, you can either join our Xprexweb Free Training on Online Visibility, or you can have us at Xprexweb do an in-depth research of your brands and all of the ways your brand can be better promoted digitally, by ordering our services.