How social feeds can support marketing and SEO

25 May 2022

Social media is inescapable these days, no matter who you are. Nearly everyone has at least one social platform that they favour, with many people opting to spread their online presence across every available option.

When you are working in marketing, social media takes on an even more important position in your life. But have you considered how embedding your social media into your website could help your overall marketing and search engine optimisation (SEO)? Here, we will take a deeper look at how this could work in your favour.

Social media and social feeds

Many marketing professionals and business owners are savvy when it comes to social media, but the most popular platforms are ever-evolving. For the purposes of connectivity and marketing, creating a social feed (or social stream) means that you will use a widget that pulls data from your social media platform and places it on your website. This social feed is live and can be interacted with, making it easy for customers who are on your website to connect with you on social media.

The most popular social feeds for businesses tend to be Twitter, Facebook and Instagram, though this might vary based on your services. See which platforms your customers are interacting with the most and embed them accordingly.

Cross-platform connections

When you embed a social feed widget, your main question will probably be how this could improve your rankings when it comes to SEO. The first way is that this creates a connection between customers who may only usually visit either your social media platform or your website. For example, customers who are talking about your service or company on their own social media will be visible to customers who visit your website. Not only can this crossover drive traffic, but they will also see the positive things your customers are saying, as well as be able to view any campaigns you are running via social media, encouraging them to connect.

This uptick in traffic caused by cross-platform connections raises your ranking in search engines, improving traffic even further.

Increase in organic interactions

Search engines such as Google don’t only pay attention to the amount of traffic your website gets. These highly developed algorithms are also tuned in to whether your website has high-quality content and images, and whether customers are visiting your website for a length of time – not just visiting one page and then bouncing.

The organic interactions and communication created by embedding social media feeds means that you will have a better understanding of what information your customers are interested in, where they stop interacting, and what offers and discounts drive the most traffic. You will also receive more feedback, which is always valuable. Getting to know your exact demographic can help you to optimise your site and improve your digital marketing, meaning that your site will be of higher quality and rank more highly.

Improve your image

Some social media platforms (such as Twitter) are often seen as something consumers only use when they want to speak to a customer service representative – aka when they have an issue. For this reason, embedding your social media can be seen as an extremely confident move. It means that your feeds are either positive or that you have a good track record of quickly connecting with customers and dealing with their queries and issues.

Showing that you are open, honest and have credibility means that customers are more likely to see you as a source of authority. By putting the good and the bad on show on your own website, you are more likely to be seen as a legitimate company, making your marketing seem more ‘real’.

Creating connections to your website

When links are highlighted in Google searches, your social media platforms are automatically associated with your own website. Essentially, when you and your customers connect through your social feed on your website, this helps to connect your platforms during organic searches. Not only that but the connections that your customer has also see the content and can interact with it, creating the potential for a wider customer base. This is the kind of word of mouth that can be hard to create through even the best marketing campaigns – but is an extremely powerful tool for both SEO rankings and overall traffic and conversions.

Final considerations

Before you embed your social feeds, make sure that the look of your website will not be drastically altered, and that the third-party feed will not slow down or crash your website, making the customer journey more challenging. It is also worth noting that when you are receiving customer queries and complaints in real-time, there is extra pressure to handle these as they occur, so bear this in mind.

Integrating your social media into your website has so many benefits for your marketing, from streamlining your online presence and increasing your customer base to improving your SEO. It can make the customer journey that little bit easier – so make sure your social feeds are clearly embedded with the help of a professional.

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