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MAKE YOU SOCIAL NETWORK PROFILES APPEAR FIRST ON GOOGLE! – Step by step guide on Search Engine Optimization

Por María Eugenia Guidara |

SEARCH ENGINE OPTIMIZATION FOR SOCIAL NETWORK PROFILES

The Google beginner’s guide to SEO  Positioning defines search engine optimization as “small modifications to specific parts of your web site”. This also holds true for social networks.

In this article I’m going to show you what these specific actions are that can help you optimize your social profiles so you’ll have a better chance of appearing in Google search results (organic). Let’s begin!

How do Search Engines work?

Search Engines: A computing function that searches for available data on the Web by using key words and other specific terms, or a program that contains this function. (source: Google)

If you still have questions… the most used “Search Engines” are: Google and Bing

The importance of “keywords” on websites and also on social network profiles arises from this definition. Keywords are words or phrases that refer to a specific market, product, brand, etc. that the site or social network profile are focused on. It’s important that keywords used on the site or social profile coincide with what users enter while carrying out their search.

How do I Choose Keywords that will Stand Out in my Social Profiles?

Before anything else, we’re going to take a closer look at how to choose keywords for search engine optimization. We’re using the marvelous free tool from Google: Keyword Planner.

search engine optimization google adwords keyword planner

To use this tool, all you have to do is create an account through your Gmail and go to the option: “Find new keywords and get search volume data”.

search engine optimization find new keywords and get search volume

On the following screen you’re only going to enter the keywords or phrases that you think your target public may be using to find services/product/brands related to your sector.

For example, in this case we’re focusing on a website who wants to publish training offers for journalists. So we’ll enter the keywords we consider to be adequate: journalism courses, journalists training, journalism workshops, journalism contests, journalism scholarships, journalism seminars.

search engine optimization search for new keywrds

The results appear in a table with different information. We’re going to focus on those that will help us know if the keyword can be optimized: average monthly searches. When two bars appear, this means that Google couldn’t find any significant monthly searches for this keyword.

search engine optimization results by search

As you can see, the leading response of this first list is the words “journalism courses” with 8,100 searches per month. These are your search criteria, not the results by order of relevancy that the planner gives you in order to see which keywords are most searched for within the sector. We have to go below this table to find this information:

search engine optimization keyword planner results by relevancy

Here, a general keyword appears with a large search volume: “journalism degree”, 2,100 searches per month. Next, we have the rest of the list with keywords ordered by relevancy. “Journalism school” and “Journalism course” are the most specific keywords. It’s ideal to keep exploring your options by creating a list of keywords that you can use on your social networks and websites.

How do Search Results appear on Google?

We already know how search engines function and know the indispensable role of keywords in this process. Now, we’re going to take a look at the anatomy of the results Google gives users when they perform a search.

search engine optimization Google appearance

  1. TITLE. This is the name of the website or page. It is the blue line on which you click to enter the site. It usually has between 50 and 60 characters.
  2. URL. This is the website’s address.
  3. DESCRIPTION OR EXTRACT. This is a description of the page and is in black (automatically).  It includes actual words from the page.

With these three elements, the keyword entered by the user for the Google search will appear in bold. This helps users know if what they’re looking for is included in the results. This is the factor you can control (not always) in order to improve optimization in search engines!

In the example, the concept of optimization is very clear: the keyword “political economy” is in all three elements of the search: the page title, the URL and the description.

search engine optimization funny gif

 

And now, let’s move on to what we’re really interested in! How do we optimize our Social Profiles for Search Engines?

Search Engine Optimization for Social Profiles: Facebook, Twitter and LinkedIn

What information does Google take from our Facebook Profiles/Pages to determine if they are relevant to the user’s search? Mainly, the page’s name. In this case, the name of the TV show coincides with the keyword. This is the ideal situation for optimizing search engines on Google for Facebook profiles. In most cases this is quite difficult.

If no keyword can be added to the name of the Fanpage, then focus on the name of your business (your brand is one of the main keywords, therefore you should try to position it first in search engines) and keep in mind that Google also considers important: the description, the number of “Likes” and the number of people who are talking about this. These last two factors depend n other strategies. With this we’re interested in you being able to apply changes much faster. For example, including keywords in the description.

In the following image you can see how the Facebook page for the “Game of Thrones” program appears in Google’s results (the same example that we want to analyze).

search engine optimization game of thrones facebook search results

search engine optimization game of thrones faceboo page

 

The same as with what happens with Facebook profiles, Twitter accounts also appear in Google search results by following positioning criteria according to the relevancy of the account’s name and description. The more amount of times Google finds the keyword searched for by the user in the name or description, the more relevant Google will find this result to be to the user and the better it will be positioned.

It’s important that in the description you don’t only include the keyword(s) that you want, but also your website’s address and others from your company or personal social profiles (depending on what your positioning goal is) in order to generate traffic towards them.

Continuing with the example we’ve been working on, here you can see the search profile from the same program on Twitter:

search engine optimization game of throns twitter search results

We should also note that Google takes the activity and trust into account that the account demonstrates. Which can be seen in this example with Falabella where Google shows us the number of tweets, photos and followers.

search engine optimization Falabella argentina

Continuing with the same criteria, search engines position LinkedIn profiles/pages according to the page’s name and description. Once again, it’s important that the “keyword” appears in these elements.

Tip: for searches performed through LinkedIn’s search engine, the first results that appear are those which correspond to the profiles that include the keyword or phrase searched for in their name.

Here we see an example of an agency that appears in the search results with the keyword “digital communication”:

search engine optimization goole search results

search engine optimization linkedin page

 

Search Engine Optimization for Social Profiles: Google+ – YouTube

Google+ and YouTube deserve a special mention being that they’re both part of Google and the information contained in these profiles are given a higher priority.

Continuing with the digital marketing agency example, we’ve searched for their profile on Google+. For this social network, Google makes use of the name of the profile and takes an introductory clip from the contact information.

It should be noted that Google, based on the keyword searched for by the user, shows this part of the information and other. Meaning that what it’s trying to do is show the part of the description which contains the words searched for by the user, in order to only show the results that are relevant and related to the search. Therefore, don’t worry about putting the keyword in the first line of your description. 😉

search engine optimization google+ results

search engine optimization google search results info

Likewise, YouTube results are gaining more and more importance in the Google search results. Therefore, you shouldn’t forget to complete your channel’s description and it’s also crucial that you include keywords in the titles and descriptions of the videos you share.

Extra tip: if your video contains the word entered by the user and Google finds it relevant for this search by displaying it to the user, then you won’t only be mentioned but an image will also be added to the results.

Results with images receive a larger number of clicks and consequently visits.😉

search engine optimization youtube video results

Search Engine Optimization for Social Profiles: Pinterest and Instagram

On Instagram as well as on Pinterest, Google uses the profile’s name and description in the search results. The difference is marked by the Instagram user’s name which is also used by Google for ranking. Furthermore, its important to note that for Pinterest its best to include keywords not only in these elements but also in boards and pins.

 

Meaning….

Never forget to put the keyword(s) in your profile names and description that you want to position on Google.

And for the most visual social networks, include keywords in the content you share; this way it won’t only be highlighted in search engines but also in users’ newsfeeds! 😉

 

Are your profiles already optimized? Have you discovered another tip that you’d like to share with us? Write it down in this article’s comments so we all can learn about it!

Ah! And before we go, I’d like to invite you to share this content with your contacts. I’m also leaving you with some other articles related to this post that may interest you:

 

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