Social Signals

Using Social Signals To Create Sharable Content

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Social Signals

Understanding social signals throughout the link building and content development process can help spread your brand influence like wildfire. As SEO, content marketing and social media continue to converge, being able to analyze social signals before and after your content creation can get you on the fast track to building your brand and obtaining relevant, authoritative links.

 

Using Ahrefs To Identify Brand Relevant Websites

When you are looking for quality link opportunities, a tried and true method is reverse engineering the top search results.  By narrowing your focus on authoritative pages with strong social signals you can quickly find content that is relevant to your brand.

Let’s pick a topic that doesn’t seem like it will be socially interesting, like personal injury law. Do a Google search for “personal injury law miami”.  Look for a top search result that could have some social signals.

 

The SERP will tell you if the Google+ author has a large following.

Grab the website’s URL and head over to Ahrefs site explorer to look at the backlink profile. Ahrefs allows you to quickly see the social signals of hundreds of pages within a few minutes.  When you reverse engineer the backlink profile, look for a domain with a high Ahrefs Rank (71+).

When looking at the social shares, consider these studies that explore how Google indexes content on Google+ and Facebook. There is also some evidence that Tweets help Google index content faster. It is important to note that a link shared on Google+  passes PageRank, while one on Facebook does not. Having said that, it makes a little more sense to see which content performs better on  Google+. The more your content gets shared on Google+ the more follow links you get.

 

External Backlinks>Cozy View Allows You To See The Social Signals and The Article Headline In A Single View.

In less than 2 minutes you have a good idea of which sites you can target for outreach and fresh ideas for content. Real life malpractice stories have strong social signals and they are highly linkable. The topic is also highly relevant to the brand. Read the articles from the authoritative sites and make sure the tone is appropriate for your brand. If the articles are not a fit for your brand, you might want to hold off on resharing or outreach.

Using Buffer To Find Content That Resonates With Your Audience

After the backlink analysis above, you can try sharing those articles on your client’s social media platforms. Buffer allows you to easily share content across multiple social networks and quickly see which content is popular with your audience (without having to spend any time actually creating content). There are many other tools that do this, but I like Buffer because it is easy to use and the $10/month plan is solid.

 

On Google+, I look at clicks and reshares to help me understand which content is working with my audience.

Once you share content from various sites, you can look at the engagement (clicks, +1’s, likes, tweets, shares, .etc). If you find certain topics regularly connect with your readers, you can turn it into a unique piece of branded content of our own. If there is a site that seems to be popular on a regular basis, make that site a priority in your outreach.

You Found Good Sites, Now What?

There are a few ways to get the attention of authoritative sites. Read their blog, leave thoughtful comments (without a link).  Site owners are tired of people dropping link bombs.  Be sincere; try to build a relationship, not links. If you have done your research to make sure the site fits your brand, it is only a matter of time before a connection is made.

Don’t expect a juicy link after one or two interactions. Approach this the way a PR person would. Try to build a real relationship with a real person and eventually you can get their attention and build credibility.

No one has time to build every link like this. In conjunction with this strategy you can see if your targeted sites allow giveaways, do product reviews, allow legitimate guest posting or accept advertising. Advertising is a quick way to get on the radar of larger sites because it can provide an inroad to editors/site owners.

Conclusion

By integrating your content and SEO efforts you will be able to create better exposure for your brand in organic search and social media. A social signal analysis before and after you develop content will help you prioritize your outreach, guide your marketing efforts and build trust with potential buyers.