Image source: http://marketingland.com
It goes without saying that search engine optimization (SEO) is a must-do when it comes to creating an online presence for your business. However, while working on your SEO when starting out, more work has to be done once you start getting eyes on your brand. SEO should not be seen as a quick fix or an easy button, but a part of a long-term online marketing strategy.
That is why you should consider how Facebook Audience Insight can help with the continued development of your SEO strategies. Obviously, you want a strong social media presence for your business, which is why this option is on the table.
How SEO and Audience Insight Work Together
Having a good SEO strategy should yield the kind of improvement in traffic you want, and that lets you use Audience Insight reports to further dig into data you need to climb higher. Social media sites like Facebook make use of Audience Insight to help website owners know more about their audience. Having a significant amount of traffic is required as too small an audience doesn't provide enough data to corroborate those Audience Insight.
On the other hand, better understanding of your audience can lead to improvement of your SEO as well. For instance, you may learn that your business attracts more of a certain demographic. You can then fine-tune your SEO to better appeal to that particular demographic and attract more similar viewers to your website.
This is basically the use of both first party data from the website itself and third party data gathered from other sources in a concerted attempt to fully understand the audience - who they are, what they want.
Understanding the Significance of Audience Insight
Knowing your target audience may make you stand out in the market because you have the right information that can help you decide to take on certain risks others wouldn’t. You can then play on your strengths and do whatever you are good at that, which competitors in the market may fail to do.
The ideal scenario won't always be there, but the good thing about having Audience Insight is that you can then tweak your othermarketing strategies to match what the data says about your core audience. You can apply the 80/20 principle on focusing on the 20% of things that give you 80% of positive results. Concentrate on what actually works and free up space for you to try other things.
Audience insights can also show potential markets that you may be neglecting. Adjust accordingly to promote your business more on these untapped markets. You can then track your progress and see how much your audience is growing and towards what direction.
Study the Behavior of Your Audience
With more powerful analytics these days, entrepreneurs can now close the gap between them and their audiences more than ever before. This is made possible through statistics that makes you understand your audiences’ behavior online, what they do, what their interests are, and maybe even their plans for the future.
You can then go for behavior targeting. This is more thorough than interest targeting as it lets you target people, according to different factors - purchase history, intent, interests, and so on. These can also be combined with external data sets to further hone in on the targeting.
For instance, if you are offeringcar dealership bonds, target car enthusiasts, transportation service companies (taxis, Grab, Uber, etc.), companies who offer car plans to employees, etc. This can be done by visiting and tracking their recently-visited links and pages, data which Facebook gathers.
It also shows people who have made payments through Facebook, which makes them your possibletarget audience.
Match the Audience Data and Mobile SEO Data
With mobile platforms being a potentially significant source of traffic, have an SEO strategy that includes mobile usage. Having a mobile SEO strategy that ties in with your Audience Insight however, takes a bit more effort to figure out. This involves A/B testing to determine which mobile SEO strategy fits in with your Audience Insight.
Do A/B tests as much as needed to know if the person clicking through a mobile unit is the same person who visits your sponsored Facebook posts. He or she could also be the same person who follows you on all your social media platforms and is updated on all your posts. Being able to come up with such a match can help you better understand what kind of audience you are attracting.
Optimize Your Multimedia Content for SEO
Images, videos, and other such forms of media can greatly help your website's SEO, at the same time, making it more attractive to viewers. Images and videos break the monotony of your text. Audio on the other hand, can help enrich your audience's experience with your content.
Videos are the easiest form of multimedia to optimize because the titles are heavily weighted. Make sure to give your videos good titles, both on Facebook and on sites like YouTube and Vimeo. Similarly, the images and logos you use on Facebook can be optimized by naming the files accordingly. Here is an infographic image made by bruceclay.com discussing why video is very important to optimize:
Images should be relevant to whatever it accompanies:
- Honour copyrights.
- Use appropriate file formats.
- Have well-structured titles that use the according keywords.
- Include alt text that is relevant to both image and subject matter.
- Have a small file size as possible without sacrificing image quality.
As for audio, you can have podcasts that can become a part of the centerpiece of your website's content. Make sure that your audio is in a format that offers the best sound quality without being too big a file to stream or download. You should also name them appropriately and have relevant accompanying text that describes what it is all about.
Use the Right Keywords for Better Detection
After all these years, keywords are still a major factor in SEO. However, you cannot get away with just spamming keywords all over a page to make it more visible in search results. Using keywords is relevant in about relevance and strategic placement throughout your content in order to get it discovered online. While there are other factors in play now, keywords are still at the center of SEO.
Keyword density still matters, although there is no such thing as "optimal" keyword density that will work like a magic bullet for your SEO. It all has to do with the relevance of the keyword to the content and the website itself, the word count on the written content involved, and the appropriate use of that keyword and where they are placed. There is no exact science to it, but basic SEO principles do apply to a certain extent.
Growing Your Business Through PPC
Some may find pay-per-click campaigns to be archaic at this point, but it is still pretty relevant. PPC and SEO can be seen as two sides of the same advertising coin or two ends of the advertising spectrum. SEO is about creating traffic organically, while PPC is more about buying ads.
You can say that PPC is the next step above SEO in getting more eyes on your business. Both have the same end goal, which is traffic that leads to conversions. Being able to implement both with the right timeline can yield tremendous results for yourbusiness marketing campaign.
Another great thing about PPC is that it collects data as well, letting you know more about the demographics that are interested in what you have. Social media PPC campaigns are especially useful for this, and it can then be seen through Audience Insight. This gives an incredible amount of data regarding location, interests, browsing history, income bracket, age group, and so on.
Getting a good read of your Audience Insight on Facebook can really do wonders in helping with your SEO and everything else in your online marketing game. If you have questions or suggestions regarding what was just discussed or if you have your own thoughts regarding Facebook Audience Insight, then please feel free to let us know about it in the comments section below. Thank you for stopping by.
Nera Cruz is a technical writer and a web merchandiser for different online marketplaces around the globe since 2011. Nera gained tons of experience working with several e-commerce platforms. She spends her free time selling her fashion products and gadgets on Facebook (Nera Shoppe). You can also follow her on twitter @Nera_Cruz.