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The social media opportunity - Online advertising

Nearly every sales transaction begins with an online search. Knowing this, Warm Front creates Social Media programs that maximize SEO equity, placing and promoting content where it will drive customer response and sales.

  • Engage customer feedback to advance your market reputation and buyer confidence
  • Consciously build your Google “equity” by leveraging every communication investment
  • Build awareness and brand confidence without massive spending in paid advertising

Strategy | Messaging | Online Advertising | Sales Tools


Frequently Asked Questions

1. How does social media affect SEO?

infographic social media advertising There’s a lot of misconception about social media’s relationship to SEO. So let’s start with two things we do know. First, every business relies on the internet to access customers and drive sales. And
yes, when you use social media effectively, you can definitely achieve better search engine rankings. However, “search”, and therefore SEO, transcends Google’s search algorithms.

Our preoccupation with SEO predates the maturing of social media. It sees the internet as a vast landscape, where a company’s website is a single destination that relies on organic search as the primary means to drive traffic. Now, through social media, the internet has become one large conversation, where like-minded people gather to talk around hubs of related information.

And while orienting yourself in this new landscape still requires “search” functions, each distinct social media channel provides its own site search engine. YouTube, for example, operates the second most active search engine on the internet, ranking just behind Google itself! Twitter services over 2 billion in-site queries per day. So where is SEO in all of this? Is it important at all?

The answer is yes, and to some extent, no. If your only web presence is your corporate website, then fully maximizing its SEO is vital! But since your first goal is to drive business relationships, it’s now possible to jump past your website and create these connections directly through your social media involvement. Coincidentally, as you do so, you’ll also strengthen your SEO quotient!

So let’s get into the mechanics of how all of this works. Turns out that what you do does affect the organic results of your website as well as your social media program in several important ways. There’s three principal parts to this – links, user interaction and engagement signals, and some interesting ways various activities influence Google and other peoples’ search engines.

2. Why is there so much focus on building linking strategies?

infographic social media  advertising Traditionally, SEO has dealt with the pure mechanics of how a website is constructed and operated. Whereas managing the search value of social media content involves
a wide range of interrelated factors. The main distinction is that a website exists in a single location, whereas a brand in socialsphere exists in many locations at once, stitched together by links and cross-links.

The first level of linkage occurs between your own postings. Your blog, website, Twitter feeds, Google+, Facebook and Pinterest pages, and other social channels are interconnected resources that announce and feature your uploads. Good, well-placed and properly promoted content increases your visibility, adding to the social sharing and ranking potential of your materials.

Over time, as people access and share your content, your traffic, and therefore social equity, grows. However, you can accelerate this progress by using a linking strategy that connects your content to other people’s content. Your goal is to use links to build relationships with journalists, bloggers, podcasters, and industry thought-leaders – and cross-links can help you do this!

Just the act of linking to outside resources produces indirect and direct SEO benefits. Pages with multiple links are indexed faster than content with no links, and when links to your original content get shared, the benefit is even larger because search engines attribute a higher value to your content. But the main reason to link to others’ content is to build trust and engagement.

It is more than simply courtesy to provide links to online content – it provides a bibliography to acknowledge where others have influenced your own thinking. Doing so makes also you visible to them, serving as an invitation for them to check out your content as well. If they then link to your content, your SEO is strengthened while immediately creating several new opportunities.

First, your link partners’ followers are alerted to your existence, potentially boosting your traffic and the size of your online audience. More importantly, you can deepen these new business relationships, either through collaborations on ongoing client work, or potentially through building new ventures together in your shared markets, such as podcasts or product offerings.

With such important opportunities at stake, it’s vital that your linking strategy focuses on authoritative, high value contacts. A tool like Followerwonk is ideal for identifying these people by analyzing Twitter activity. Another excellent tool is inkybee, a paid service that helps identify and track high value bloggers and link targets, and then manage your subsequent engagement.

infographic social media advertising With such important opportunities at stake, it’s vital that your linking strategy focuses on authoritative, high value contacts. A tool like
Followerwonk is ideal for identifying these people by analyzing Twitter activity. Another excellent tool is inkybee, a paid service that helps identify and track high value bloggers and link targets, and then manage your subsequent engagement.

3. What are user interaction and engagement signals, and how do they affect SEO?

Search engines are designed to deliver useful information as quickly as possible – and this is where user engagement signals enter the SEO equation. Servers measure usage data to understand how people interact with the sites they look at. The better your user engagement signals, the better your SEO results – and there are tangible ways to make sure you score well.

infographic socialmedia advertising First up is to make sure your website and social media pages are well designed, easy to navigate, and deliver
a quality experience. If people click on your assets and then bounce out moments after arriving, servers will discount your SEO scores. The longer people stay at your site and the more pages they view, the better your user engagement, and the higher your scores.

Well-designed pages are information-rich, with navigation and content options that encourage user engagement and interaction. In addition to being properly indexed with good page titling and meta tags, build all your pages with text anchor links, video links, online forms, surveys, contest, cross-links, or share and like buttons – anything that drive measureable user actions.

Just as important, be sure all your assets look professionally designed, and that your pages and site contents support the broadest range of browsers possible. There’s a “visual merchandising” component to successful web design. Train yourself to be as objective as possible when deciding whether your feature content is readily visible, engaging and desirably presented on every page. 



“Great content” is the result of a clearly understanding what is important to your viewers. Start by answering why people need you and what they’ll value most in what you provide. Build your content plan so that it corresponds to and supports your core sales strategy. Then build out your content so that it is visually appealing, using infographics, photos, and videos wherever possible.

Two other things to consider are your frequency of posting, as well as the nature of any content that you put up. Search engines favour fresh information, so much so that it is essential to actively manage any “stale dated” content on your sites. In addition to constantly changing and replenishing your text contents, make sure you offer as much “rich media” as possible.

4. What is Panda 4.1 and How Do Frequent Updates Affect Your SEO Ranking?

Panda 4.1 is one of Google’s most recent updates to its search algorithms, and represents the company’s ongoing commitment to making sure that its search engines feature sites with the highest-quality and freshest content. Panda’s release stresses the importance of managing your online content so it benefits from frequent changes and updates of high-value materials.

For top SEO results, this means that your website and social media feeds must feature original content, not text that is simply cut and pasted from other posts. If you’re serious about organic search, as well as being listed on the first “search engine response page” (SERP), unique content is absolutely essential! So, too, is having the right density of high value keywords on every page.

Embedding strong keywords into your metadata and online posts is not just important for your pay-per-click (PPC) advertising, it is also a key step to helping search engines find your content. However, only novices overload their pages with keywords, a move that can actually detract from your search rankings. Plan to build your content using a 1-2% keyword density per post.

Another thing to manage is your posting frequency, and unfortunately, there are no hard and fast rules about how often and across which platforms to post. This varies from situation to situation, industry to industry, and poster to poster. For active web marketers, it’s a subject of constant experimentation. But there is some general agreement about how things work.

Here’s a basic formula to start from. If you’re targeting the general public or a broad business market, your program frequency might include as many as 14 Twitter posts per day, 2 Facebook postings, 1 LinkedIn post, and as many as 2 Google+ posts per day. Depending on whether your markets are local or national, you’ll also need to take time zones into account.

For SEO purposes, you’ll want to strike a balance that maintains solid engagement without crossing the line to become so frequent that you annoy your audience. Keeping a close watch on your online statistics to help you fine tune your program postings by platform, frequency and type of content. You can do this manually, but there are numerous tools to simplify the effort.

A tools like Cyfe and Segment help you analyze data such as pageviews, sessions, and users across multiple sites at the same time in Google Analytics. You can view and compare data such as conversions, traffic sources, bounce rates, user locations and more. Cyfe also allows you to create custom dashboards to make it easier to visualize the information you’re tracking.

It is also possible to link Google Analytics to the leading social media management tools such as Buffer, Hootsuite and Oktopost to deepen your reporting capabilities. There are additional costs for the enhanced reports, but when weighed against the value of the superior data analytics you receive, many people will welcome paying the additional $9.90 per month for the pro plan.

5. What is The Benefit to Posting Photos, Videos, Infographics and Other Rich Media?

infographic social media advertising As search algorithms get better, achieving a high SERP ranking is less a matter of keywords, and
more a matter of delivering a superior user experience. The goal is to stop visitors in their tracks, and arresting visuals have always been the professional marketer’s most valuable tool to win attention. Where SEO is concerned, there are subjective and objective reasons why this is true.

Next to web search, image search is Google’s most popular search category – accounting for massive investment in time, expertise and technology. In addition to viewing frequency and bounce rates, Google Image Search tracks and indexes for SEO based on attributes such as “alt text” descriptions, file size and file name – making images an absolutely essential content item.

infographic social media advertising Studies show that pages with strong, relevant visuals – whether they are
photographs, infographics or illustrations – generate as much as 94% more views. And if you’re selling product online, 67% of consumers point to the image quality as the key determinant in whether they pull out their credit cards. Even Facebook engagement is 37% higher with text supported by images.

And the use of video online is even more impactful! The link between SEO and video goes back to May 16th, 2007 when Google unveiled “Universal Search”. Two years later online content with video links was 53 times more likely to rank on Google’s first search results page! Video’s power is even greater today – and with video’s ever lowering costs, even more accessible to marketers.

Video’s impact on user engagement is even more profound. According to Cisco Systems, video consumption will account for 79% of all internet traffic by 2018.  Already more than half of companies on the internet offer some form of video content – with Nielsen claiming that 64% of online marketers expect video to emerge as the dominant form of business communication. 

infographic social media advertising In terms of reach, YouTube alone serves up online video to more than a billion unique visitors every month! Its advantages to marketers are
hard to overlook. As a medium, Dr. James McQuivey of Forrester Research ranks one minute of video content being worth the equivalent of approximately 1.8 million words of text. And beyond its reach, video is eminently shareable!

6. How Does Outsourcing Help You Ramp Up Your Social Media Effort?

It is easy to see that creating an effective social media voice takes a lot of work, and that you’ll be learning and developing new skills, not to mention developing new staff expertise as you draw on each of your company’s workgroups. It is likely that you’ll want to outsource some or all of this work as you create sufficient momentum to carry things forward with your own staff.

Most companies begin this way, planning their social media programs with detailed input from outside consultants and professionals. With the right assistance from the outset, you can quickly build your mix of social media channels, identify groups and information hubs to follow, and begin building content to support your brand, and best practices in terms of posting frequency.

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