Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close
How You Can Use Social Search To Your Advantage Blog Feature

January 12th, 2013 min read

Anyone who’s even been remotely involved in online marketing knows full well how search engine optimization (SEO) works.

SEO can essentially be defined by two things:

  • Relevancy (choosing and incorporating the “right” keywords for a piece of content)
  • Authority (the type and number of sites that are linking to your content)

But search engines have been getting smarter. Since the dawn of social media, search engines like Google have been looking for ways to incorporate any sort of social media context into their search results. And so the term “social search” was born.

What is Social Search?

The term “social search” is generally used to describe how a search engine factor’s in a user’s social graph (or social network activity) into search results and how those results are displayed after a search query is entered. So if you have certain content that you wrote or posted or shared to your Facebook or Twitter page, for example, Google could then somehow take that content you posted and use it to ensure that its search results display the most relevant content for you.

If you want to see social search in action, try out Google’s “Google Plus Your World”. This new function marries Google search results with a users Google Plus social media network. Any content that has been shared on social media, or that has received a +1 by anyone in your Google network, will be “prioritized” and rank higher in search results.

Mark Zuckerberg, Facebook’s CEO, has also shown clear interest in launching a social search engine, which is not surprising since Facebook reportedly handles almost 1 billion search queries every single day (WebProNews, 2012). As he said earlier this fall, “Search engines are really evolving towards giving you a set of answers… like, I have a specific question, answer this question for me. And when you think about it from that perspective, Facebook is pretty uniquely positioned to answer a lot of the questions that people have”.

Integrating Your SEO And Social Media Strategy

The moral of the story here is that we all have to stop looking at our SEO tactics and our social media strategies as two separate entities. As each day passes, these two are becoming more and more reliant on one another, and we’ve got the tips now to help you stay ahead of the game. Here’s where you should start:

1. Invest In A Fully Integrated Marketing Platform

The best thing that you can do for your inbound marketing strategy is to invest in a great inbound marketing platform which will link your social media up to your SEO. Being Certified HubSpot Partners, we encourage that our clients use HubSpot inbound marketing software as it’s proven to be reliable and profitable, but if you’re not sure if HubSpot’s right for you, check out our free eBook “The Essential Guide For Mastering HubSpot” which explains exactly how HubSpot can help your business, and if it’s right for you.

2. Look At Your Keywords And Content

Start this process off by looking at your content and your keywords, and seeing where there’s any overlap. For example, is there one blog entry that has both been shared a lot on social media and that has a high ranking in Google? If so, work on optimizing that content.

Your social media profiles also need to be keyword rich, as that too can increase your ranking. For example, if you go to Bing and enter in a certain keyword query, Bing will show you any friends who have written or shared content related to that keyword, as well as show you “People Who Know” search results. If your profile includes that keyword, then you may show up in the “People Who Know” section of search results.

3. Recruit Your Social Media Influences

Recommendations from our peers are far more valuable than any other form of marketing or advertising. Nielsen Research proves this with their recent study that has shown that 92% of global consumers will trust recommendations that come from their friends and family above any piece of advertising (Nielsen, 2012). This means that you need to:

- Locate your influencers: Look for who’s sharing your content on a regular basis and who engages with your brand
- Encourage and nurture your influencers: Thank your influencers for their help, such as providing them with special product launches – but make sure that you don’t frame this in such a way that you’re giving them gifts for promoting your company

4. Keep Your Finger On The Pulse

Social search is still continuing to develop and change, so don’t rule anything out. For example, in the opinion of many, Google+ was a complete bust, but don’t write it off just yet. Remember that this social media site is the product of the biggest search engine company in the world and that using it and optimizing it can work in your favour.

5. Continue To Produce Great Content 

Above all else, remember that the content that you produce is what is going to get you ahead in those search results. Our free eBook “How To Be The King Of Content Marketing” can provide you with a number of tips and strategies on how you can produce fantastic, optimized content that will get you more shares and get you a higher rank in Google than you ever thought possible.

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE