Advanced SEO – Examining Social Media Outreach

There is no real way to define “Advanced SEO”.  It doesn’t particularly have a definition in and of itself, however the concept behind it is what defines it.  What makes it advanced is that some of the procedures for implementation are typically a bit more detailed than other, more basic concepts, and can require some special tools and resources.  Some measures of advanced search engine optimization are more like strategies than short-term tactics.

Keep in mind that just because a certain technique is difficult to implement doesn’t mean it’s advanced.  It might just be tedious.  Tediousness isn’t really a factor in deciding on what’s advanced.  If it were, marriage would be considered an advanced partnership.

Pity there is no sign on bonus.

There are far too many tactics to list all at once, just like basic SEO.  We’ll kick off with a look at Social Media Outreach.

When you consider the viral nature of social media in the last 5 years, it’s a wonder at all how it took so long for mainstream marketing to latch on like a rabid monkey to the concept.  Consider Twitter.  It’s a noun, a verb, a strategy, a tool, a resource, a network.  It is a means of funneling traffic to and from anywhere on the web, and the potential for unending “retweets” is staggering.  Social Media Outreach goes beyond simple link sharing though.

Consider the implications of doing nothing with your content.  You will forever sit back, with reactive firehouse like management of building your reputation.  When you see things stagger and take a downturn, you may try to do something but otherwise you sit content.  That’s no way to manage anything, especially not your business.  You need to take a proactive approach to building your online reputation.

Take the initiative to create communities both in and outside of your own website(s).  Need an example?  Look at the Dell Corporation and “Idea Storm”.  They created an entire community designed around listening to the consumer.  Not only are they directly marketing themselves in every, single post but they are putting the emotion, thought and attitude into the customer that “hey…  wow HEY my opinion counts!”.  Every business owner wants that rapport with his or her customers. You should as well.

It is no secret that a blog can drive business.  It can directly affect search engine listing and rank, they generate interest in your product and service, they can provide far more information through multiple posts than you can by over-stuffing your website pages, and the list goes on.  Most importantly though, a blog helps build your brand and brand loyalty.  Visitors come for the information, and they stay to shop.  If the info is good, and they trust you, you earn a customer.  SEO does not end once you have put up your own blog.  Off-site blogger relations play a key role in successful marketing and outreach.

There are thousands upon thousands of professional bloggers on the web.  Pitching to any number of reputable bloggers is a great way to generate offsite content that links to you.  You are engaging online communities (the key concept in social media outreach) while proactively link building.

What do you pitch?  A press release is a great start; just do not send the whole thing.  Personalize your contact and send a link.  Schwag is a great persuader as well.  If you have a product, part with a bit of your inventory and distribute it to some professional bloggers that cover y similar and relevant topics.  While they may not run with it every time, a bit of free schwag is enough to get anyone off their feet for a review.

Spreading a viral meme can be extremely difficult.  You are essentially chucking a ball into a minefield and hoping to trigger a chain reaction that sets off a whole train of explosions.  More often than not, the ball lands in the sand.  You will have less control over something going viral than other SEO marketing strategies but the end result is explosive.  It is a good day when your social media outreach plan works so well your visitors reach back and grab you up for a good, long crowd-surf across the net

I would not always recommend it, but a great tactic for turning eyes on you is to pull a Calacanis.  Grab the biggest spoon you can muster and stir the pot relevant to your market.  Generating controversy in any area will gain attention from both adversaries and supporters.  To top it all off, our human nature almost requires us to drag other people into our irritation or rallies – both sides will more than likely link to you.

Lastly, social media networks are swallowing the world.  People are engaging their accounts on mobile devices more than ever, and it’s often because of applications such as those that exist on Facebook.  You can use media apps to create relevant content geared toward your business.  Create funny, engaging quizzes, implement contests, sell products, etc.  There is massive power behind apps and widgets.

Users can repost them on any site, and most CMS come with widget management tools.  If you question the power of widgets, consider the mp3 widget launched by Amazon.com several years ago – it allowed you to listen as well as buy the tracks you liked.  The kickback did not just come from the individual owner of the widget.  Every site visitor that had access to the widget could listen and make purchases.

Portable jukebox and retail outlet – zero franchise fees.

Social Media Outreach is just that, an outreach.  It requires proactive interaction with networks in relevant groups.  It is one of many tactics that require great time and attention – prove to your visitors and customers that you are interested in them, just as much as they are interested in you.

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