Using Social Media to Dominate your Web Space
In my last two posts I explained the three objectives of a social media policy. This article focuses on the 3rd objective.
1. Build a Network
2. Extend the Brand and
3. Dominate your web space.
If you do not dominate the web space for your name; your company; your products or services and your expertise your clients will likely do business with those who do. Even if your company’s prospects have been referred to you by someone they trust, they will still go the search line to validate the recommendation. Trust me, I know this first hand. To position your company for assured business success in tomorrow’s world, you will need to establish credibility as the driving force in your industry and be recognized as such on the web. This means owing the first 3 pages of search results for your product names, your company, your industry description and for your executives and client facing people. The solid credibility that you create when people execute those searches will also help to generate trust relationships and create a viral referral engine to increase sales. This is the gift that just keeps giving as clients use the gravitational pull you created to build a pathway to your company.
How the Search Engines Work
Google has based their algorithm on the simple premise that “…we want you to find what you are looking for.” So just what factors comprise the complex formulae that Google uses to determine what shows first on the search results? This is important for you to know because it is the driver to your campaign to dominate your webspace.
The program that Google, Yahoo and Bing, and other independent search engines use to determine the links they show for the search results you have selected is based in two key concepts, Relevance and Authority.
Relevance determines the probability that the web link that is presented is a match for the search word or phrase entered in the search line. There are two main components of Relevance, Clicks and Content. The more clicks a web link has for the search term(s) offered, the more relevant the link and better its positioning will likely be. Also, the search engine formula searches for content that is most related to the search words being selected. Thus, if you are searching for a Realtor in Chicago and you place the words “Realtor Chicago” in the search line, the results displayed are those having the most relevance in the past for that search term.
Authority (or “Page Rank TM” as Google calls it) determines the validity of the web link as determined by the number of other pages that are connected or interlinked. The more inter-connections a website, blog or eProfile page has the greater its authority and thus page rank. Connecting your home base with your blog, Social Media and other websites or blogs is called triangulation. The search engines are like a giant index catalogue and they perform very fast and detailed list to list comparisons to offer search results in near real time.
The goal of any entity seeking improved Search Engine Optimization is to post often, stay current, multiply your presence, link to other sites, have them link back, watch volume and velocity of traffic and make changes to increase your presence and view responses. The reward will be a dominating presence and business growth.
This is what has made the web so valuable to the growing base of global users and why it is so important for you to take advantage of its power. The search engines are being used right now to find you or your competitors. So now is the time to act because it is a “race for premium space.” The news is very good for you however, because only a small number of companies are using the full breadth of social media methods and search engine energizers to dominate their web space.
We will examine the recent changes to the google search algorithm over the last year in future posts so be sure to tune in.
Charles Fellingham is a social media guru, speaker, consultant and is the founder of QAlias, to leading tool for Personal Branding. He also has a quarter century experience in Consulting, Training and Business Management with Fortune 500 companies.