How Can Blogs Expand Social Media Reach?

What is a blog?

Essentially, a blog is a piece of content written for your website that keeps users up-to-date with your products, services, or industry. It can range from a small informational piece to an interview, a news story, or a post highlighting an upcoming event.  Blogs are an effective tool in expanding social media reach and should be written, posted, and shared across your social media frequently.

Crafting the perfect blog by using suitable keywords and ensuring that your blog is fully optimized is crucial. But how else can blogs work for you?

blog for social media

In this blog, we’ll teach you why blogs are an important part of your overall SEO marketing strategy and how they amplify your social reach.

1. Maintain Your Position as An Industry Leader

Publishing blog posts is one way for your business to maintain its position as an industry leader. It shows your followers that you’re interested in keeping up to date with the latest developments and that they can trust you as a reliable source of industry-relevant updates and insights.

You should aim to post a blog article at least once a week in order to maintain a presence. Blogs provide value to followers; sharing them across social media reminds followers of your expertise and know-how.

For example, if there’s a new update in your industry and a reader learns about the change via a blog post that was posted to your social profile, they’ll value your presence and likely follow your page to keep up-to-date.

2. Increase Social Referrals Back to Your Website

Facebook, Instagram, and other social media platforms are extensions of your blog. By sharing your blogs through these various channels, you’re expanding their potential reach and even reaching a new demographic of readers/potential customers or clients.

You’re also going to increase overall social referrals back to your website. Social referrals are the number of page views coming specifically from social networks and are composed of both paid and organic traffic. Posting website content like blogs across social platforms increases the likelihood of click-throughs to your website and thus leads to an increase in overall traffic.

3. Social Signals Improve Organic SEO

Social media marketing and SEO are interwoven strategies that produce outstanding results. Both are organic, inbound strategies that focus on building an identity that naturally attracts users.

A strong social media presence relies on high-quality content. Done properly, it can greatly increase your search rankings.

Using methods like social media and blog posts can continuously drive search engine traffic your way. Increasing your reputation on social media through increased engagement and high-quality content will lead to an overall increased brand presence. This will lead to an increase in branded searches on Google and an increased ranking for non-branded keywords.

4. Blogs Can be Broken Down into Pillars

Blog content can be used over and over again. That’s because blogs contain a plethora of information that can be broken down into pillar content and distributed in various ways across an assortment of social media channels.

For example, a blog post could be distributed across all basic social platforms – Facebook, Twitter, Instagram and LinkedIn. Next, the blog could be re-formatted into microcontent. Microcontent consists of short-form pieces of content that’s turned into memes, quotes, stories or graphics. These can then be distributed across pillars. You can then listen, engage and monitor insights to see what content is performing best.

Once you have a solid understanding of what’s resonating with your audience, you can apply these insights into more microcontent. The cycle is never-ending and all it takes to get started is a relevant, optimized blog.

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What is Thin Content and How Do I Go About Fixing It?

Has someone warned you that your website has thin content? Worried it’s holding you back?

When people talk about thin content, they’re usually thinking of its effect on search engine ranking – but you should also be mindful of how it impacts your clients or customers.

Fix Thin Content

What is Thin Content?

Think of it like this.

You set out to the store, shopping list in hand, to get what you need for your upcoming house party. And you’ve got to do it fast, because the party’s tonight.

As luck would have it, you find everything on your list at the first store you try. You’re satisfied, and you’ll definitely return to that store the next time you’re planning a party.

But what if you struck out? What if you had to make one stop for drinks, another for cake, and a third across town for cups and plates?

Not only are you annoyed, but you probably won’t visit those stores for party supplies again – their selection is just too thin.

That’s also how people use Google’s search engine results page.

When someone makes a search query, they don’t want to have to tap in and out of three different webpages or open three browser tabs to find the answers they’re looking for. They want instant, accurate information the first time.

And since Google and other search engines want to make users happy (more users mean more advertising revenue), search engine algorithms work hard to deliver the most accurate, relevant search results that matches a user’s query.

To that end, a webpage that succeeds in the delivering relevant, quality information people want will be land a higher position in the search engine results; a page that delivers sparse, low-quality, irrelevant, unoriginal content will drop in ranking.

Thin content is content that provides little to no value to the people who find it. If search engine algorithms judge a page as having thin content (based both on the substance of the page itself and the way users interact with it) its ranking can plummet as a result.

Some people think the way to fix thin content is to add more words to a page; this can help in some cases, but there’s almost always more to it than that. The length of the copy on a page is only one of the factors that go into deciding whether a page is worth someone’s time.  A pamphlet can be thin, but so can a novel.

Signs and Examples of Thin Content

So, how do you know if your content is thin?

If a domain contains numerous thin pages across the site, you might log into Google’s Search Console one day and find a manual penalty for thin content. That means your site has been judged as one that, “appears to contain a significant percentage of low-quality or shallow pages which do not provide users with much added value.”

Another thin content warning sign is a page that fails to get good user engagement. Once you’ve ruled out other factors that could turn people away – annoying pop-ups, slow page speed, outdated or plain bad site design – it’s time to point the finger at content.

Google also provides concrete examples of pages that often qualify as being thin content: affiliate pages, automatically-generated content, doorway pages, and unoriginal content. These aren’t prima facie thin content, but they can be.

  • Affiliate pages are designed for the sole or primary purpose of getting people to visit (and purchase products/services from) another site, which earns kickbacks for the owner of the affiliate page. A common example is a list-style blog post that includes multiple links to product pages on Amazon. An affiliate page that offers little in the way of added value or information can be thin content.
  • Auto-generated content is text churned out by an automated tool. When it’s only there to influence search rankings, this type of content falls under the definition of ‘thin’ regardless of length.
  • Doorway pages exist mainly as a gateway to another page, providing minimal value and serving as an unnecessary threshold people must step over to find the information they’re looking for. These pages are often a relic of outdated SEO tactics, like the creation of numerous similar location-based pages that provide no unique insight or information.
  • Unoriginal content is a wide category that encompasses all sorts of lazy tactics: pasting articles from other pages, pulling product descriptions from a manufacturer’s site, multiple pages with all or most of the same copy (like a fill-in-the-blanks) or borrowing images and infographics from other content creators. Unoriginal content isn’t always synonymous with plagiarism – a newly-written page that reiterates existing information without adding new or interesting insight can also fit the label.

Finally, a page can qualify as thin simply for lacking in content. Conventionally, any page containing fewer than 300 words runs the risk of being thin content, but that’s more a guideline than a golden rule (some pages, like a Contact Us page, have no reason to be wordy).

The bottom line is this: if the page is lacking in value, it could be thin content regardless of length. Short pages are often thin, but thin pages are not always short.

How to Fix Thin Content

Fixing thin content is not only about adding more words. It’s about improving your content to provide the value your users are looking for.

It does often require you to put more words on the page – after all, a lengthier page has more room to explore a topic in enough depth. But the substance of your content matters more than its length. Since the Panda update in 2011, Google’s search engine algorithm has become increasingly savvy about distinguishing valuable content from thin content, regardless of length.

As Neil Patel puts it, “creating long form content does not mean cranking out irrelevant and repetitive words. Rather it’s all about Providing Value.”

The key to avoiding and fixing thin content is to understand what your audience wants, what search engine algorithms like to see, and how to cater to both in a way that contributes to achieving your goals.

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5 Common Reasons Google Could Penalize Your Website

Trying to increase your website’s ranking on Google? Heard horror stories of Google’s updates completely wiping sites off the search rankings? It happens, but not at random. Let’s have a look at what exactly a Google penalty is – and the reasons Google may drop your site in its rankings.

Reasons Google could penalize your website

What is a Google Penalty?

Let’s start with Google’s goal: to eliminate poor-quality content to refine the quality of search results.

To do this, Google released their Penguin update in 2012, which wiped some sites out of search rankings altogether. This update downgrades site rankings based on many factors (which we will chat about shortly), forcing companies to change the way they look at SEO and prioritize the quality of their content.

Subsequent updates continue to sharpen the search engine’s ability to judge the quality of a site.

Why Does Google Penalize Websites?

1. Your Website is Outdated

The design of a website plays a large factor in its site ranking. Two main design concerns are whether the site is mobile-friendly or if it is new or up-to-date. According to Forbes, “you could lose anywhere from 5-30% of leads based on this factor alone”.

When you’re building your website design, make sure you also keep meta titles and meta descriptions in mind. They help Google understand what keywords your website wants to rank for; without them, Google may not recognize your site as relevant and penalize you.

2. Poor Link Structure

What makes up link structure? Let’s break it down:

  • External links – these connect your content to other sites. You want to link to other high-ranking websites so that Google will associate your content with other high-quality sources. Additionally, these sites should be relevant – for example, if your website is fashion-themed and only links to sites about food or electronics, Google views this as a problem. Linking to low-quality or irrelevant content sites will put you straight on Google’s radar to drop down in ranking.
  • Internal links – these connect your content to other pages within your website. It gives Google an idea of how your website is mapped out and what your overall site content is like. That being said, it’s important to interlink to relevant If you’re linking your blog post about saving money to your pricey gift shop, for example, you may get penalized.
  • Backlinks – these are links from other sites that direct back to yours. The goal with backlinks is to get high-ranking websites to link back to you. It would be fantastic to have backlinks from CNN or New York Times. This is high-level, but the idea is you want to avoid fake or illegitimate websites to maintain a higher ranking.

When it comes to links, remember – quality over quantity.

3. Buying Links

Yes, some companies still buy links to their website to increase in ranking.

Google sees this as an attempt to deceive PageRank, which calculates where your site should appear in search engine results based on what content Google views as relevant and high-quality.

When you try to manipulate Google, they can catch this – and the bad links you have been buying. Buying links can even drop you off the rankings completely.

4. Your Content Has Little Value

This can be anything from not enough content, shallow content that your readers have already found on many other sites, or content obviously trying to rank for keywords. These are all the wrong way for your content to help rank your website.

Your site must offer significant content to readers. Google judges how users interact with your website. If people visit your site and immediately leave, Google will catch on that users don’t value your content and will penalize your site and it’s ranking.

5. Slow Speeds

How frustrated do you get when a page is taking 10 seconds to load? Do you abandon the page and move on?

A lot of people do – and Google notices. Neil Patel recommends using a caching plugin or a CDN right away to avoid this issue.

If you’re not sure how fast your existing site is, check out Google’s PageSpeed to see if you have room to improve on your desktop or mobile site load time.

Stay Prepared

In the end, you must always put the user experience at top-of-mind.

They’re the ones visiting your websites and, in turn, buying your products or services. The goal is to give them the most seamless experience, so they have no reason to exit your page.

Doing this will help avoid penalties, increase the quality of your traffic and number of conversions, and create a happy relationship between your website and Google.

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Optimizing Your LinkedIn Company Page to Hook Leads & Drive Traffic

LinkedIn has become an incredible marketing tool, especially for businesses who know how to optimize their LinkedIn company page.

The premiere professional networking platform is a great place to scout talent, network, and nurture sales prospects. But that’s not the only way to leverage it.

LinkedIn also has powerful search engine optimization benefits. Creating a LinkedIn company page is of the fastest ways to rank for branded keywords, and it sends strong signals to Google’s ranking algorithm.

Drive Traffic

Want to quickly and effectively optimize your LinkedIn company page? Focus on these key areas.

Why LinkedIn is Worth Your Time

LinkedIn is home to over 500 million users from 200 different countries. And those users are impressively active, with over half of them visiting the site at least once a month.

Having a dedicated company page gives you direct access to customers, clients, and talent in your industry. It’s a free platform for showcasing products and services and promoting important news.

Company pages also unlock valuable engagement assets, like how many people see your posts and what they’re saying about your company.

LinkedIn’s not only popular with professionals – Google’s ranking algorithm loves it, too. LinkedIn company pages quickly climb the rankings for branded key phrases, giving companies a free and easy opportunity to get their content in front of more searchers.

Optimizing a LinkedIn Company Page

When we talk about optimizing a LinkedIn company page, we usually have three broad goals in mind:

  1. Increasing LinkedIn user engagement with the company page;
  2. Helping the company page rank for relevant queries in search engine results; and
  3. Helping the company page rank in LinkedIn’s native search engine results.

Each of these goals can be refined and targeted to a company’s specific key performance indicators; if the company is looking for sales leads, for example, the focus will be on user engagement at specific points in the marketing funnel.

Whether you’re focusing on organic engagement or plan to boost your LinkedIn strategy with sponsored content, optimizing a LinkedIn company page should begin with these basic steps:

  1. Fill out the company profile completely.
  2. Write a keyword-rich company description.
  3. Upload high-quality photos.
  4. Link back to the company website and other social profiles.
  5. Post-industry-relevant content.
  6. Have employees connect to the page.

1. Complete Your Company Profile

Start by filling in the blanks.

When a user first enters a company on their profile, LinkedIn generates a bare-bones page for that company to serve as a hub for employees; however, the information that automatically populates the page is far from complete and not necessarily accurate.

Enter all the information someone would need to find and identify your company: its address, phone number, website URL, etc. Make sure it matches what appears on the company’s website and Google My Business page

This step increases the page’s legitimacy in the eyes of users and search engines.

2. Write a Compelling Company Description

What does your company do? What makes it unique? Boil it down into 156 characters.

The first 156 characters of a company’s description appears as the page’s meta description, or the summary that appears below the link on both Google and LinkedIn’s the search engine results page.

It helps to think of the description as an elevator pitch: a concise summary that tells people what your company is all about and entices them to learn more.

The company description can be longer than 156 characters, of course, but it’s important to make those initial words count. Be sure to include keywords and key phrases that people use to find companies in your industry.

3. Upload High-Quality Photos

The profile picture is the first impression people have of your company on LinkedIn. It appears in the LinkedIn search results, on employees’ profile pages, and above everything your company posts.

Company pages with profile pictures also get six times as many visits as those without one.

The best profile picture for a company on LinkedIn is a clear, high-quality image of its logo. LinkedIn recommends a minimum profile image size of 400px by 400px and a max of 7680px by 4320px.

You should also personalize the page with an eye-catching header image (recommended 1584px by 396 px). It can be a simple banner, a photo collage, or an image with call-to-action text. Since it always appears alongside the profile image, the header doesn’t need to include a logo; however, it should reinforce brand recognition using relevant imagery and colours.

If your ideal logo or header image doesn’t quite fit LinkedIn’s dimensions, Sprout Social’s Landscape Resizer tool is a quickly modify it.

4. Link to Other Sites and Profiles

Social media pages are most effective when they’re interconnected.

Add links to the company’s other social profiles so LinkedIn users can easily find and follow your company across the web.

In turn, add a LinkedIn button to your company website.

5. Post-Industry-Relevant Content

LinkedIn isn’t just another company listing; it’s a platform from which companies can broadcast their best content to clients, customers and industry colleagues.

Posts are one of the most direct ways to engage with viewers and followers since posts appear both on its page and the home page of each of the company’s followers.

What to post depends on the company’s goals for the social network. LinkedIn posts can be used to:

  • Showcase an awesome company culture
  • Share company news and updates
  • Publish original blog, video and image content
  • Spread the word about timely industry issues

Always include some form of visual content – those posts get 98% more engagement than text-only posts.

6. Get Employees on Board

If your business is new to LinkedIn, but your employees aren’t, chances are they’ll have already named the company in the Experience section of their profiles.

But that doesn’t always mean they are connected to the same page.

For example, the user who entered “Company Inc.” may be linked to a different page than the one who simply put “Company.”

Ironing out these inconsistencies is an important step in increasing the company page’s reach, especially for smaller businesses. The more employees who connect, the greater your reach.

About LinkedIn Sponsored Content

Once you’ve done all the above, it’s time to consider furthering your reach with sponsored content.

Sponsoring content puts your company’s posts in people’s LinkedIn feeds, appearing almost exactly like an organic (non-sponsored) post. It’s a great way to reach clients and customers, especially for B2B businesses.

LinkedIn’s advertising tools enable highly specific targeting, allowing you to aim content at specific people, companies, or positions within a company. Insight tags help to define further your audience based on who visits your site and their actions on the page, detailed conversion tracking gives a clear understanding of the value of leads through LinkedIn.

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