Finding effective ways to help people find your website—and learn about what you can offer them—consumes a lot of time and effort in today’s business environment. When you’re running a business with a dedicated online presence today, chances are good you’re already well on your way to developing an understanding of SEO, or search engine optimization. However, there are multiple elements to effective SEO—not just the structure of your website, how fast it loads, and the kind of content you publish.
SMO, or social media optimization, is one such element that is both a distinctive process and a contributing factor to good search engine optimization for Calgary businesses. Today’s social media presence is hardly optional, even though some businesses still leave it out of their marketing plans. By cultivating an authoritative presence on social media that drives consistent user engagement, you can build your brand’s trustworthiness in the algorithm’s eyes—and ultimately work towards a better bottom line.
Let’s look at one of the most important parts of search ranking today—the “EAT” acronym for expertise, authoritativeness, and trustworthiness—and consider how strong SMO contributes to your success.
Why Authority Matters So Much to Search Algorithms
Old versions of major algorithms were much more straightforward. They looked for keywords, links to and from the site, and other fundamental factors that were easy to manipulate. Today, Google uses “EAT” as a rule of thumb to assess what pages should rank well. These pages should exhibit expertise on the subject matter, the authority within an industry to speak confidently on the subjects, and the trustworthiness that signals the site is a reliable resource. Much of SEO and content marketing today hinges on nailing these key attributes—and SMO has a role to play in establishing EAT.
What Does SMO Typically Involve?
SMO isn’t just about building a pretty presence on Instagram or a detailed Facebook business page. That is an important element—you want to share quality, detailed info about yourself—but SMO is also about publishing quality content on these platforms, engaging in productive conversations, and driving chatter about your content. When users like and share your content, especially when it links back to your website, that effort contributes to good SEO.
Good SMO involves not just optimizing your page, but optimizing the content your pages share, using data-driven insights about engagement to make key course corrections. It doesn’t go unnoticed; Google’s algorithm identifies more social media traffic and interlinking as a sign of authority and trust. If social users actively share your links regularly, you can bet that your page rankings could improve, too.
Building a Comprehensive Strategy
Social media optimization and SEO go hand in hand today—but achieving success can be easier said than done. At Digital Lion, we’re here to help our partners drive toward growth in every avenue. With a highly skilled team that understands everything from web design to the ins and outs of today’s most popular social media platforms, we’re ready to help your business build a reliable presence on the web. Contact us today to learn more about our SEO services in Calgary and what they can mean for your marketing.
Calgary-headquartered Digital Lion, with secondary locations in Edmonton and Ottawa, is a digital marketing and design agency built with a purpose and passion to partner with its clients and provide first-class Web Development, Graphic Design, Logo Design and Online Marketing services. We work with clients across Canada, as well as worldwide, and are focused on being environmentally friendly and giving back to charities that we are passionate about. Our mission is to “Design a Better World®.” Browse our website, follow our social media channels, and contact us anytime for more information on how we can customize a package that meets your needs and suits your style.
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