SEO is dead…or at least some people seem to think so. SEO isn’t dead, it’s simply evolving. Search and social are becoming more integrated than ever before, and both arenas are becoming more visual. Google added authorship so a visual of an author can appear next to their article. Twitter acquired Vine, a video-sharing app and Facebook spends ample time refining the way users view photos on their site. (Editor’s note: Since the writing of this post, Facebook announced a redesign of profiles, making them much more visually-focused.) Marketing and search engine optimization are embracing the impact of social and it’s time your business does the same. Separate marketing departments can no longer work independently of one another and be successful. Here are three reasons why graphic designers, social media, and SEO integration needs to work together.
Social Media Provides New Insight for SEO
Social media can provide SEO specialists and teams with real-time insight into what topics are being talked about and in what ways. Often times, SEO analysts look at what keywords or phrases are performing well for their business, but forget about the human, emotional element behind the numbers. Social media teams can provide insight into why those things are happening from a more personal direction. By teaming social media and SEO, SEO can deliver on what key terms are doing well on search engines and social media teams can deliver on what trends are taking place on social networks with those terms. Each team can use the information they receive to refine their approach and create greater brand and business consistency.
Visuals create deeper engagement, increased lead generation and impact how well your content and articles do.
Visual Content Boosts Social Media
In many offices, designers are working in their own areas, separate from the marketing department. This cannot be in the case as social media shifts to visuals. Numerous studies have found that infographics lead to greater social sharing and increases in page traffic. In a blog post, B2B resource Business.com cited that images on Facebook will, on average, attain 53% more ‘likes’ than a regular post and businesses can experience a 17% visitor lead conversion by sharing their e-books on Pinterest as visuals. Visuals create deeper engagement, increased lead generation and impact how well your content and articles do. This is true across all channels including social networks, email campaigns, and your website.
Integrate Visuals for Better User Experience
social-media-seo-visual-content-gearsAs previously mentioned, visuals can impact social media and SEO. With Google authorship, there is an increased likelihood someone will choose one article or site over another based off which has the author’s face visible. Consumers want to see who is behind a business and brand. If your business can provide the visuals, whether it’s an author photo or an interesting infographic, more people will begin to visit your site. There is a circular effect in place you need to pay attention to: Visually appealing articles, content and web pages are more likely to be shared on social networks. In turn, as social discussion becomes more a part of SEO, these visuals, which lead to social discussion, will impact SEO.
Marketing departments can no longer be segregated into sections. Designers need to work with SEO teams and social media teams to meet the demands and expectations of customers. Because social media is becoming more visually driven, and SEO is becoming more socially driven, these arenas are integrating online. They need to integrate within your business as well.
Please note: All guest posts are the opinion of the author and may not reflect the views of Conductor.
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