You can not conceive an SEO strategy that excludes Social Media

Newbriefing’s SEO-SMO director, Marcos Maceira, gives an interview this week to the Webpositer agency where he analyzes the latest changes made by Google’s algorithm, the influence of Social Media Marketing on the positioning of the brand or the obstacles it must overcome a company to improve your visibility on the Internet. 

The expert in SEO, Marcos Maceira, has ensured that every company that wants to improve the positioning of its brand on the Internet must first define the objectives and the digital tools that it will use to do so. The current SEO director of Newbriefing has qualified that not necessarily the branding strategy should be based on a corporate website, but that “sometimes a blog can help create this brand”, citing the example of Territorio Creativo.

He also stressed that on-off actions can be implemented and feedback each other, citing examples such as the hospitality sector, where tools such as Foursquare, Pinterest, Instagram or Twitter can improve the visibility of establishments among their target, contributing to their actions offline marketing.

However, he recalled that two basic premises for search engine positioning of a brand are still to have an indexable website and “differentiate yourself with quality content, which you normally generate and publish in what I call your strong nodes, which are your website and your blog, and then distributed by what I call your weak nodes, which are usually your profiles in different social networks ».

On the other hand, among the aspects that influence the positioning and subsequent downloads of the mobile APP of a company, the expert in web positioning pointed during the interview towards elements such as the title, the description, the APP icon, the keywords or the correct categorization.

Changes in the Google algorithm: the relevance of user-oriented content

Marcos Maceira has stated, with respect to changes in the search engine, that “the rules of SEO are not magical or arbitrary”, and there are no revolutionary changes that cancel the previous patterns , so that the structure or the correct elaboration of the source code are still essential factors for web positioning.

In short, Google tracks “relevant results” for user queries, where “relevance implies authenticity, and authenticity implies trust. So we should try to make the content of your website transmit confidence, be genuine and relevant ».

Despite belonging to the branch of SEO, Maceira has understood that you should no longer “write for search engines”, but thinking about users, because if a content is attractive to users, “these will share and link to that content and, by extension, will be attractive and relevant to search engines ». Thus, and in direct relation with the inbound marketing, the objective is for users to naturally share the contents, based on their quality, given that the greater number of links received, the more relevance they acquire for search engines and the better their web positioning. .

Google Personal Rank

The SEO expert has considered that the changes in Google’s privacy policy that aroused so much controversy a few months ago would respond to the company’s desire to forge Personal Rank, which would be assigned after the unification of user accounts. Maceira has stressed that if you are very active in social networks, a “heavy user of Google”, probably “when you give a +1 to a website, it will have more weight than the +1 of a user who does not meet those conditions”, therefore it will be so important for Google that the user is logged into their network.

Social Media Marketing applied to brand SEO

Marcos Maceira has stated that he does not conceive an SEO strategy that excludes Social Media, but that it is important to ask whether the social network has a search engine to estimate the viability of positioning in its results.

It also recommends weighing the true value of corporate presence in certain social networks because not all improve the positioning of the brand, it will depend on the sector and the objectives of each company.

Maceira has ruled out, for example, that Google + is a potential competitor of Facebook due to its lack of engagement: «It has many users but they hardly spend time in it, they do not share content and their contents are not commented on by anyone». Its current value would therefore be relative as a marketing platform for bloggers and brands. The expert in Social Media has also reminded that users spend an average of less than four minutes a month on this social network compared to around 400 who surf on Facebook.

To optimize the presence in Social Networks, the expert pointed out that the brand should think about how to obtain links to the content it shares, because the relevance of these links for SEO is gradually increasing. «We must share quality content and have links. It is shown that the links are directly related to the number of followers that are achieved, “he said. In the case of Twitter, it prescribes using a URL cutter such as Bit.ly.

Another of the tips that Maceira launches is the identification of the “Influencers” (influential personalities in each sector), which are usually opinion leaders with a large number of followers. The objective would be to try to get their attention and to cite our contents.

«The luxury of the future will not appear on Google»

The SEO-SMO expert, Marcos Maceira, has also highlighted the use and abuse that search engines make of the personal and professional data of users to develop the databases they consult for their SERPs.

In this regard, Maceira has emphasized that for the development of the Google Maps platform, the search engine “collected thousands of data from open Wi-Fi networks and accessed user data, stored it in databases, and not nothing happened », a freedom that has criticized.

The SEO expert has said that the most powerful search engine in the world “appropriates” content “that does not belong to it and makes money with them from always and nobody says anything to them”, where he added that “Google employees are quite fanatical and it’s hard for them to understand that the search engine is not so wonderful ». Therefore, while today many companies persevere in appearing in search engines, in the future “luxury will not appear on Google,” he concludes.

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