As a brand are you assured that your content is reaching the right audiences?
Surely you
may be posting on social media and witnessing increasing some user interaction
but is all of it helping your brand organically? With extensive paid content
being promoted across social media platforms, the power of money seems to have
overtaken the power of good old organic growth. In fact the falling organic
reach of posts on all platforms is causing many smaller brands sleepless
nights.
Understanding organic growth and its
challenges
For the
layman, organic growth on social media is best described as the reach or growth
of a post without any money behind it. Since most social media platforms allow
users to make use of their paid promotions that offer increasing penetration of
posts to the interested users, the non paid ones often lag behind. SEO Companies and social media experts
are of the view that organic reach of posts has been on a constant decline.
Facebook, one of the most widely used social media channels updated its
algorithm in 2018 whereby it is now pushing posts or content from family and
friends over publishers and pages.
7 Tips for increasing your organic
reach on search
Every dark
cloud has a silver lining they say and fighting with challenges is what comes
naturally to businesses. Surely this organic reach challenge can be tackled by
optimizing social media publication strategy. To bring out the best organic
growth it is essential for businesses and business owners to be proactive
rather than relying solely on SEO agencies.
Of course with startups and cash crunched business making use of affordable SEO services still adds
value to the business’s overall growth, increasing
organic reach requires specified social media management.
1: Create more engaging and unique
content
Content
remains the king irrespective of any algorithm change by social media
platforms. A good innovative and unique content that makes use of audio, video,
info graphics not only adds value to the consumer, it can easily earn more user
engagement. Uniqueness holds the key as many brands commit the mistake of using
the same content on all social media platforms. Since each platform targets a
specific age group of users, the content must not just be compelling and fresh
but also unique for each of the social media platforms. For example a fashion
brand can make use of Instagram to post behind the scene stories while
showcasing Live feed of a fashion show on their Facebook feed, thus making the
content unique and innovative for both platforms. Some of the best SEO agencies also advocate sharing
of genuine content from others and not always pushing of your own brand’s
content.
2: Optimize your social media
profiles
When was the
last time your updated your brand’s social media profile? Being organic has a
lot to do with ensuring your profiles are up to date and SEO friendly. For
example pages with keywords in their Facebook profile names are crawled better
by search giant Google compared to brands with minimal description. A good Search Engine Optimization agency can
help monitor social media profiles and make changes in accordance with changing
algorithms of both search engines and social media platforms.
3: Publish evergreen content
Social media
posts can have a varied shelf life. If you as a brand are posting content with
a short shelf life, the chances of it being already out of date when reaching
the audiences is high. As part of your overall social media marketing plan
posting evergreen content including educational or humor oriented take on
matters. All of this holds a higher chance of being viral and thus higher
organic reach. Engaging posts are what SEO
firms, social media marketing companies and social media platforms love. The higher the interactivity in your
posts, the higher is the chance for a wider reach.
4: Use organic post targeting
For an
organic reach, it is important to ensure your content is being targeted
organically to people whom it is meant for. Most social media platforms allow
for organic post targeting based on gender, interest, relationship status,
language and location. For example if you are a wedding services company it
serves no purpose if your post is seen by users who are already married or live
in a different location than places you serve. Targeting the right audience is
just as essential as creating the perfect content to ensure an organic growth
in search results.
5: Post quality over quantity
The one thing
almost every Search Engine Optimization agency
will advocate is quantity of content. The higher the content, the better is the
chance to make it popular and searchable. On social media platforms however
posting quality content over quantity is what can make a difference. Timing
your content as per the demographics of your user base and posting interactive
content outlives the value of posting high quantity content with not much
activity.
6: Be interactive
Facebook
organically pushes posts which ensure a higher interactivity amongst people.
This means that a higher interactive page has more likelihood of becoming
better crawled in organic search results. Brands can make use by posting
content that can spark debates and discussions in the comments section. The
more interaction by the page or brand itself not only allows for better
interactivity but high organic growth. Start out an interactive poll, contests
or ‘Ask Me Anything’ based conversations are also good ways as suggested by top SEO agencies.
7: Get verified
The blue tick
of verification on social media platforms is not just some ego boost but can
make a real difference in organic growth. It is not uncommon for brands to come
up against impersonators claiming to be the official page of the brand. With
blue tick verification in place, brands can ensure their official page ranks
higher in organic search over any such dubious claimed pages. Getting verified
not only ensures credibility but also ensure followers follow your official
page. For smaller brands, appearing on news publication websites and having a
good number of dedicated followers can help in claiming the blue tick
verification tag.
Conclusion: Increasing organic reach on social
media is a challenge especially for smaller brands. However by incorporating
dedicated tips and strategies the road to organic growth can be a smooth ride.
Published by MetricFox for Search Engine Optimization