Our client, an emerging ecommerce brand, faced challenges in enhancing their organic search ranking.
Now, we’ve been professing for a few years about the importance of social signals in complementing SEO strategies. We discussed this with the client and worked with them to develop a comprehensive social media strategy to augment their SEO efforts.
Social signals (including webpage shares, blog shares, product launch news, etc.) contribute significantly to a page’s organic search ranking.
Google rolling out the new ‘Perspectives filter’ is a testimonial to the importance of social visibility. The filter shows images and written posts that people have shared on discussion boards, Q&A sites and social media platforms regarding a piece of content/video.
Since they are now more integrated than ever in search engine algorithms, it is a clear indicator of Google considering them as a ranking signal
What we did?
With this understanding, we worked with the client on strengthening their social signals. Our approach was two-pronged:
1. Content Creation:
- Created valuable and informative content that encouraged more positive interactions.
- Encouraged the client to regularly post content to keep the brand at the top of social media news feeds.
- Suggested appealing titles to attract user attention.
- Incorporated relevant product images to boost interaction rates.
- Added FAQ sections with genuine intent-based questions.
- Actively monitored brand-associated keywords and layered them on service pages.
2. Engagement Tactics:
- Suggested the use of social media marketing tools to monitor shares, retweets, and likes.
- Displayed social media channel tabs on the website’s relevant service pages.
- Added the website’s link on social media channels and posts.
- Provided ideas to the client to run contests, giveaways, etc., to increase brand interest.
Result
- Substantial increase in the client’s domain authority.
- Increased social media presence also bolstered their organic search ranking.
- Consistent increase in impressions and clicks in the last year.
- Transactions increased by 144.44%.
- Growth in revenue was 173.64%.
This case study highlights the effectiveness of leveraging social signals in SEO strategy, which is likely to become more important when Google’s search generative experience (SGE) becomes fully functional!
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