The “new” SEO That Only 7% Of Marketers Truly Understand – Part Two
(This is part two of “The “new” SEO That Only 7% Of Marketers Truly Understand”, for part one click here)
It’s the same logic with social SEO. Everyone uses social networks, so they’ll theoretically share good content and cool sites as they come across them. If a person really likes an article, they’ll share it with their friends.
Also with the old way of thinking; popularity can only be gauged from the people who own websites (i.e. a popularity votes only happens when another webmaster links to your site). In many niches there aren’t many websites.
So how does one compete for top rankings without artificially building links? Even if their sites are amazing, they wouldn’t get anywhere unless people linked to them. Which wouldn’t happen because barely anyone has sites in their niche, make sense?
Incorporating social signals opens up a whole new world of accuracy. Now popularity can be gauged from everyone, not just webmasters. It’s like only allowing webmasters to vote in an election.
In some elections in places across the globe their might not be many webmasters. Which makes it obvious to allow all citizens to vote, as in this case social network users.
Hopefully that makes a lot of sense and explains why Google are using social signals to figure out how popular and high quality a site is. Social signals are a term for backlinks from social networks or sites.
There are basically two kinds of social signals and places where they come from: SOCIAL NETWORKS and SOCIAL BOOKMARKING sites.
Social signals are becoming increasingly more important. For obvious reasons Google can’t solely rely on social signals as the only ranking factor.
So a combination of contextual and social backlinks are key right now along with amazing content. What’s interesting is that a year ago you couldn’t use social signals alone to rank a website for nearly anything. Now however, using social signals alone you can rank for some fairly competitive keywords.
The main social signals Google is paying attention to are:
- Google Plus Ones & Shares
- Facebook Shares
- Facebook Likes
- Twitter Tweets
- Twitter Re-Tweets
- LinkedIn Shares
- Digg Diggs
- StumbleUpon Stumbles
- Other bookmarks
- Other social links
Social signals are dominated by the three main social networks; Facebook, Twitter and Google Plus. There is actually an insanely close correlation between rankings, incoming links and Facebook likes in high ranking websites. But besides those three sites, all social backlinks work in a similarly.
Diggs, Stumbles, Delicious shares, pretty much all social bookmarks, community websites and social networks. All social backlinks contribute towards your “Social Presence”. A social presence is what Google wants to see.
Your presence doesn’t have to be in the form of Facebook likes and Tweets, it can be a giant mix of social shares, bookmarks and backlinks. However, a strong presence on the three main social networks helps a lot. But annoyingly a presence on those networks is very difficult to artificially create.
You need to build a real presence. Which brings me to the third core component.
Core Component Three: Community
Community is what brings this all together. If you can build a community, you’re pretty much sorted. Building a community is difficult, but your community will do most of the SEO work for you. They say you only need 1000 raving fans to turn your book into a bestseller.
The same goes for websites, but it’s more like a few hundred. If you can get a few hundred to regularly read your content and share it; SEO will take care of itself. You’ll need to have some input with the contextual links; but a community sharing your content will create a lot of natural background noise so you’ll never be penalized for artificial link building.
If you can get a group of people reading all your content and sharing it, you’ll find your traffic exponentially curving. But again; not every website can have a following. If you want huge viral success choose a niche where you can build a community.
The first two components are freshness and popularity. Publishing great content is quite easy if you have a passion for the niche or hire someone who has. Then if you build a community, popularity will come naturally. Social signals will be automatic, you’ll attract more natural backlinks and obtain great rankings.
So it begs the question; how do you build a community?
Since it’s a complex subject, I’ll break it down into the following steps:
- Publish Cool Content (I mean seriously cool shit)
- Syndicate The Content (Syndicate and share the content on social networks and popular websites)
- Drive Extra Traffic (Build Some Contextual Links, Guest Blogging etc)
- Capture Readers (Setup autoresponder and install opt-in forms)
- Install Social Sharing Buttons (Add sharing buttons for the top social networks to your content, this will cause viral traffic – traffic creating traffic)
- Send Subscribers Back To Your Content (Email your opt-in list of subscribers sending them links to your new content as you publish it)
- Build Community Features (Comment Section, Forum, etc – places where your subscribers can community with each other and discuss your site’s content & topics)
That concludes the three new principles and rules of “new SEO” and what you should be doing in an effort to hedge against evil Google updates.
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