Ever since Matt Cutts announced that Google was, indeed, factoring social signals in their search rankings and results (not that we were surprised) back in December 2010, marketers have looked for ways to use signals to enhance their presence in search results. It was a no brainer here at 451 Marketing – we’ve been integrating search and social media tactics for years. Picking social keywords, optimizing social posts, and making all content socially portable and search-friendly.
One of my favorite ways to demonstrate the power of social signals is a method we’ve coined, “Low-Hanging Fruit.” Low hanging fruit are keywords– which you may or may not be tracking – that you rank for on page 2 of Google search results. The idea is simple – target terms that you currently rank on page 2 for and usual social to push them over the edge to page 1. Say you have a term that you currently rank 12 or 13 for. You’re so close to being on page one but will only get a tiny fraction of the traffic that position 5 or 6 will get.
Why is it so important? Only 7-10 results in Google for a search appear on page one. And these results are prime real estate. 75% of searchers never scroll past the first page of search results according to Search Engine Journal. Getting past the page 2 plateau can really boost search traffic around a specific term which can significantly boost the business value on that term.
How do we use the low hanging fruit approach? First, run a report that ranks the top keywords for your site. We prefer to use Conductor Searchlight, but you can also use Google Webmaster tools, it just takes a bit more elbow grease.
Take a look at all the terms for which you rank in positions 11-20. Of those terms, see which ones have high search volume. In the case below, we see in Conductor that our client (we’ve hidden their name for confidentiality reasons), a home décor company, ranks #15 and #19 for “8×8 rugs” and “8×8 rug.”
This is our low hanging fruit. We share with our social media team that we want them to push out posts about 8×8 rugs that the client makes for the upcoming week across channels.
And while posting alone is helpful for SEO, the real boost comes from social sharing. Our social team posts compelling content (and even contests and promotions) around 8×8 rugs. The more shares, links, likes, retweets, or +1s (this is Google we’re talking about, after all), the more relevance Google will attribute to you around that term.
Over a few weeks of targeting and posting low hanging fruit terms, we can see a definitive growth in our Low hanging fruit (Page 2) Keywords that turned into page one rankings.
The caveat to this approach is just like any other SEO effort: we don’t control Google’s algorithm. Therefore, we can’t be sure this will work on every single keyword we try (spoiler alert: it doesn’t). For the most part, though we are seeing huge success on the majority of the keyword that we push through social signals.
What are you doing to boost your SEO though social? Let us know!