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Video marketing is one of the most powerful ways to connect to customers online. Especially as the world is shifting towards remote, online video provides a human-to-human lifeline for marketers to engage customers, show value, and drive more business online.

Whether you’re a beginner or looking to level up your video marketing strategy, this article will help you use video effectively across key digital marketing channels.

Table of Contents

  1. Benefits of video marketing
  2. Creating a video marketing strategy
  3. Good luck and happy recording!

Benefits of video marketing

Video marketing is extremely effective for building personal relationships, driving purchase behavior and increasing conversion rates. 51% of marketing professionals worldwide name video as the type of content with the best ROI.

Maybe this is because 59% of executives agree that if both text and video are available on the same topic, they are more likely to choose video. Or because, according to Invodo, 52% of consumers say that watching product videos makes them feel more confident about going ahead and making a purchase.

use of tiktok video content

It’s no wonder that TikTok has the highest engagement rate of any social media application or that Zoom jumped from 10 million to 200 million daily active users in three month. Video is the favored way to communicate. And especially now, in a time when in-person communication is on hold, video marketing is the best way to connect to customers online.

Creating a video marketing strategy

When creating your video marketing strategy, it’s important to think about how all of your marketing channels work together as an integrated system.

You might want to use the same video across your website, social media, and email campaigns, but need to make tweaks to optimize the video for each channel. Planning ahead will help you create better, more versatile videos that will ultimately save time and resources.

Video landing pages

When a visitor lands on a page, you literally have seconds to capture attention and engage your visitor. It comes as no surprise that video not only increases the length of time viewers stay on a page, but also, video increases landing page conversions by 80% or more.

Whether your landing page is for an advertisement, upcoming event, or feature, video can help capture attention, show value, and inspire action.

Two types of videos are particularly effective on landing pages:

1. Product Videos

A product video shows how your business can solve a problem for customers. In a good product video, you will:

  1. State the problem.
  2. Introduce your solution.
  3. Explain why your product is better than alternatives.
  4. Explicitly state the benefits of your solution.
  5. Let viewers know how to get started.

video content on landing pages

To make a strong product video, you don’t need to spend a ton of money. While a high-production value video is great, an explainer video with a polished screen recording can be super effective – and a lot easier to update as time goes on and your product evolves!

2. Customer Testimonial Videos

In a customer testimonial video, your customer can say in their own words what their problem was and how your service helped them. Customer testimonials are great validation that your solution actually works!

A customer testimonial can either be the main focus of the page or off to the side of the page as supporting evidence. If the customer testimonial is the secondary focus, you should aim to keep the video short and concise. 30-45 seconds is perfect for the customer to explain their problem and share how your product helped.

If you’re unable to visit your customer in person to record the video, you can use a service like Sendspark Request Video to request customer testimonials from your users.

Video blogs

When it comes to blog posts, it can be more effective to show than tell. Using video in your content marketing provides the benefit of building a personal connection with your target audience, while also optimizing for SEO.

To make sure you’re capturing the full SEO value of your video and capable of appearing in video featured snippets in search engines, make sure to add the required code to your blog post and submit an XML sitemap within Google’s Webmaster Tools.

Just like with written blog posts, there are a ton of types and styles that work well. Here are a few staples to start with, but feel free to be adventurous with your video marketing endeavors!

Product Announcements

Highlight new features with a explainer video showing your product in action. In the video, don’t just show features. Explain:

  1. Why you built the feature (did customers request it? To solve what problem?)
  2. How it works(and when should the customer use it in their workflow?)
  3. How it helps people (are there any tangible benefits you can share?)

💡 A pro-tip to creating evergreen marketing videos is to record the video sections individually, and merge them together. This way, you’ll be able to use individual pieces of the video in the future, even if the “just launched!” introduction is out of date.

Customer Case Studies

The blog can be a great place to dive into a customer success story. Unlike the testimonial snippet on the landing page, you will want to go further in depth here to tell the full story here.

When interviewing customers for testimonial videos, ask questions like:

  • What was the original problem?
  • Why did you choose your solution?
  • What success did they have?
  • How do they feel now?

Just like with the product video, a great strategy here is to ask each question individually, so it can be a standalone snippet for your video landing page or social media videos.

Interviews with Influencers

The blog is a great place to share information from industry experts. While “expert roundup” blog posts can be super effective at driving engagement, a video blog post can be even more engaging.

To create the videos, you can either use Zoom or any web conferencing software to record a live video where you interview the influencers, or you can request video snippets from your subjects and embed them in the blog post.

Both strategies have advantages. When you record the video live, you can dive deeper in questions and lead the narrative. When you request video snippets, you can repurpose videos for your content marketing strategy and use it across email and social media too. Ideally, you will do a combination of both!

Video marketing on social media

Video marketing is the most powerful way to engage your target audience on social media. Videos on social media generate 12 times more shares than text and images combined. And when videos go viral, they go viral. The Dollar Shave Club earned 4.75 million views by sharing a hilarious product video – Our Blades Are F***ing Great– on YouTube.

Youtube video content example

When it comes to social media, it’s important to adapt to the style of each platform while maintaining a consistent brand identity. Facebook, Twitter, LinkedIn, YouTube, and TikTok each have a unique flavor. You want to stand out – but also fit in.

On social media, the best way to be relevant is to engage in conversions that are already trending on the platforms. You can also shape your own conversations by sharing snippets from the product videos, customer testimonials, and influencer videos you already created.

Video marketing in email

Email is arguably the most effective way to reach your audience. Nearly every person in the world has an email address, and checks it at least once per day. Video can dramatically increase with email engagement, with…

  • 200% increase in open rates
  • 300% increase in click-through-rate
  • 190%+ increase in revenue from email campaigns

There are many ways you can use video to increase email conversions and build personal connections with your audience.

1. Drive engagement to other video marketing campaigns

You can use email marketing to drive traffic to the other video marketing campaigns you have created. Send out an email with a short GIF preview showing people what is in store for them and make sure they are looking at the right video content.

video content in email

2. Enhance newsletters

Make newsletters more personal with videos from the CEO, marketer, or subject matter experts in the organization.These videos are easily recorded with just your webcam or phone, and can increase engagement and revenue nearly 200%.

video interview in email

3. Video event or webinar invitations

Give a taste of what’s in store for an event with a personal video invitation. Whether it’s an in-person event or virtual event, you can introduce guest speakers, alleviate concerns, and get attendees excited for the event.

4. Video drip sequences

Humanize your automated email sequestions for welcome campaigns, on-boarding sequences, or nurture emails with videos that show the product in actual and build human relationships with the people on your team.

This short video email for Userpilot that automatically fires when someone installs the application doubled email open rates from 40% to 80%.

use video content in email

Sending videos in email can be complicated, because not all email clients support it and those that do use different video players. With bulk emails, your best bet is probably to add a GIF or image preview of the video in the email and make sure the call to action links back to a landing page.

You can use a platform like Sendspark to do the heavy lifting for you.With Sendspark do the heavy lifting for you, you can record, request or upload a video online, customize a video landing page and GIF thumbnail, and send then video through your email platform or choice.

Sendspark video example

Want to learn more about how to send videos in your email campaigns? Head over to our post ‘How to use video in your email marketing.

Good luck and happy recording!

A lot of the rules for video marketing are still being written. A massive shift is happening in the ways that people do work and consume content. Great marketers are figuring out new, creative ways to engage their audiences every day. The best way to stay ahead of the curve to keep your true objective in mind: How can you create authentic, valuable experiences for your audience?

Don’t worry if you’re having a bad hair day, or you can hear your dog barking behind you. Be authentic, be vulnerable, and do your best to connect like a human!

lady leaning on the table - How Custom Virtual Tours Can Save Your Real Estate Business in 2020

Outside of luxury listings, virtual tours have always been something of a solution looking for a problem. Sure, they look cool, and they definitely impress homeowners, but even a brand-new agent with the ink barely dry on their real estate license could tell you that they never really did much to, you know … actually sell houses.

Of course, today the reality on the ground is that technologies like virtual tours for real estate are offering a viable alternative to showings to help agents keep their business afloat. After all, when people are scared to leave their homes, virtual tours offer a seemingly perfect solution.

That’s why we decided to give you some actionable, real-world strategies to incorporate virtual tours in your showing arsenal. We’ll go over the tech behind the tours, get insight from some top-producing brokers already using them, and finally give you some creative and affordable ways to use them yourself.

What Are Virtual Tours for Real Estate?

lady Holding a apple laptop - How Custom Virtual Tours Can Save Your Real Estate Business in 2020

Although the term virtual tour has become synonymous with 3D tour software like Matterport or newcomer Asteroom, in the real estate industry, a virtual tour is any tour of a home or other property that buyers can view remotely. In others words, recording a Facebook Live video of a listing walk-through that you share with only your best clients is technically a virtual tour.

That said, there are basically two flavors of virtual tours that real estate agents can start using today to help save their business.

1. Self-guided Immersive 3D Tours (e.g., Matterport)

the lady in the coffee shop is laughing while holding her laptop - How Custom Virtual Tours Can Save Your Real Estate Business in 2020

A self-guided immersive 3D tour is what most agents think of when you mention virtual tours. These virtual tours use 360-degree cameras to capture images of the different rooms of a house, then use software to stitch these pictures together and create a virtual replica of the home that buyers can then “walk” through on their computers and phones.

A Matterport tour is an excellent example of a self-guided immersive 3D tour. Here’s a quick rundown of the pros and cons of these tours to help you decide if they’re right for your business:

Pros of Self-guided Immersive 3D Tours

One of the best things about 3D tour software like Matterport is that it allows buyers to virtually walk through a space—and it puts them in the driver’s seat. A buyer can sit on their living room couch and “walk through” your listing on their own time. If they want to linger in the spare bedroom for 20 minutes in order to see if it might fit their home gym, they can do that. If they want to skip the dining room or basement, they can do that too.

As many experienced agents know, there are tons of buyers out there who just want to be left alone to check out your listing on their own time. For these buyers, an agent walking them from room-to-room and explaining everything is more of a nuisance than a service. Most smart agents pick up on this and let these buyers wander on their own and then meet up later to talk about the space.

Cons of Self-guided Immersive 3D Tours

First and foremost, self-guided tours like Matterport never quite capture the way a home feels. Yes, they technically show everything there is to see, but any experienced agent will tell you that the “X factor” that they can highlight is what truly sells listings.

Another problem with self-guided tours is the technology itself still has some glitches to work out. Bad lighting, bizarre image distortions, and uneven picture quality can all make your virtual tour look kind of cold. Worse, the tours tend to load slowly, and can only be hosted on certain platforms.

2. Customized Video Walk-through Virtual Tours

Lady photographing herself in the mirror - How Custom Virtual Tours Can Save Your Real Estate Business in 2020

The other main kind of virtual tour that agents can use to show buyers their listings are customized walk-through virtual tours. A customized video walk-through virtual tour is when you use livestreaming software, like Zoom, Google Hangouts, Facebook Live, or Instagram TV, to walk a remote buyer through the listing to highlight the features that make the home unique, and help explain away the issues that might give them cold feet before putting in an offer.

These tours can either be prerecorded and posted on Facebook, YouTube, or Instagram, or, even better, custom-tailored to the needs of your best clients. Here’s a quick rundown of the pros and cons of these kinds of virtual tours.

The Pros of Customized Video Walk-through Virtual Tours

First and foremost, a video tour that you shoot, edit, and post yourself gives you one monster-sized advantage over Matterport or other 3D tours. You’re in control of exactly what your audience sees and when.

It’s hard to overstate how powerful this is for agents. Here’s why: First, you can start the tour with the best parts of the home you want to highlight. Anyone who has sold anything ever can tell you how important first impressions are to sales. Second, and maybe more importantly, you can talk your audience through the not-so-great aspects of the home while they’re watching your virtual tour.

For example, let’s say a bedroom is too small, but two of the walls are not load bearing and can be easily demolished. That’s not something that they would get from wandering through the listing on Matterport. Finally, and best of all for agents trying to build their personal brand in trying times, you get to include your biggest asset as an agent right now—your personality and expertise.

The Cons of Customized Video Walk-through Virtual Tours

There really aren’t too many downsides to shooting and editing videos like this. You can shoot them on your phone with a stabilizer on a sunny day, and edit them to your liking.

Of course, you’re going to need access to your listing to shoot them, and for some agents right now, that might be an issue. However, this is only a temporary problem.

Pro Tip: Always Try to Incorporate Your Brand in Your Virtual Tours

Lightbox with a text

A virtual tour sitting on a website somewhere might help buyers view your listings, but won’t do much to help build your brand. Instead, you need to make sure your personal brand shines through in everything you put out these days. That could mean getting your videos edited, creating click-worthy images to promote them on social media, or just making sure your own social media channels look as good as you are.

Fiverr is without a doubt the best option for editing virtual tours right now because you can leverage talent from around the world to make sure your brand really shines online for as little as $5.

Visit Fiverr

The Best Real Estate Virtual Tour Software for 2020

When it comes to real estate virtual tour software, everyone is going to tell you that you need all the bells and whistles to make a “real” virtual tour. There’s only one problem. You’re not the only agent reading this article, and there are likely to be hundreds more like it telling agents to start using virtual tours.

That means your virtual tour is going to be the same as everyone else’s, and sites like Zillow will do even more to remove you from your listings online. Instead, we think smart agents are going to try to put themselves into these tours in order to stay relevant. Either way you go, here are the best real estate virtual tour options currently available for agents, teams, and brokerages.

Facebook Live Virtual Tours

Facebook - How Custom Virtual Tours Can Save Your Real Estate Business in 2020

Facebook Live can be a great place to start posting virtual tours for your listings or other listings on the market in 2020. It’s the one social media platform that the majority of your audience is probably using these days. Even better, if you make your virtual tours entertaining, you can spend a few bucks to boost your post and reach an even bigger captive audience to start filling your lead funnel again. All you really need are the videos to post.

How Much Do Facebook Live Virtual Tours Cost?

Unless you end up boosting your post on Facebook, which we do recommend, posting a virtual tour video walk-through on Facebook is free, and doesn’t require any special software once you’ve created the videos.

Instagram TV

Instagram TV logo - How Custom Virtual Tours Can Save Your Real Estate Business in 2020

If you’re working with a lot of millennials, then Instagram TV is another great place to either livestream or post your virtual tours. Again, if you can make them fun and show off your personality and expertise, they can be a great way to show off listings and drum up some new leads.

How Much Do Instagram TV Virtual Tours Cost?

Unless you end up boosting your post, which we do recommend, posting a virtual tour video walk-through on Instagram is free, and doesn’t require any special software once you’ve created the videos.


matterport logo - How Custom Virtual Tours Can Save Your Real Estate Business in 2020

If you want to put your audience in the driver’s seat, then Matterport is probably going to be your best bet for virtual tours until rivals like Ricoh step up their game. Of course, considering the speed the real estate tech market is moving these days and the increasing popularity of virtual tours, expect new features to be rolled out quickly for both.

How Much Do Matterport Tours Cost?

Matterport charges agents a monthly fee to use their software; it offers several tier, from free if you only have one listing to $9.99 a month for five listings, $69 per month for 25 listings, and for brokerages, $309 a month for 100 listings.

The Matterport proprietary camera, on the other hand, is a little pricier. It comes in at an eye-watering $3,395. That said, you can also use supported Ricoh Theta cameras, which start at under $200.

Ricoh Tours

Ricoh logo - How Custom Virtual Tours Can Save Your Real Estate Business in 2020

A relative newcomer to the virtual tour space, Ricoh has slowly been gobbling up market share and winning over real estate agents with its virtual tour camera and software.

How Much Do Ricoh Tours Cost?

Like Matterport, Ricoh Tours has a monthly subscription fee, but it’s a flat $45 per month for unlimited tours. The real savings comes from their camera, which starts at around $160 for a low-end model.

How Creative Brokers Are Using Virtual Tours for Showings in 2020

While it’s important to know what virtual tour technology is available on the market, knowing how top-producing agents and brokers are leveraging that technology is even more important. In order to get your creative juices flowing and give you some ideas for showing listings virtually and building your brand at the same time, we reached out to a few of our friends in the industry who are already using them for some advice.

Get Creative!

Man and Lady Standing Straight with a City background - How Custom Virtual Tours Can Save Your Real Estate Business in 2020

Image via The Real Deal

Vickey Barron, top-producing Manhattan luxury Broker at Compass:

“Funny story: I couldn’t get new photos of a new listing, so the listing couldn’t technically come to market yet. That said, I had mentioned to a client we would be listing this residence and he asked if there was a way to see it. The owner (seller) sprang into action, led a video tour, and now we are in negotiations. It’s all about getting creative during difficult times.”

With The Right Team Virtual Tours CAN Lead to Closed Deals

Nathan Frank of The Serhant Team at NestSeekers International/sales lead at 196 Orchard Street.
“While physical showings are suspended, we are still engaging buyers, servicing inquiries, furnishing marketing collateral and conducting virtual tours. In fact, we just had remote closings for two residences at 196 Orchard, an incredible condominium on the Lower East Side developed by Magnum Real Estate Group. Consumers have a tremendous amount of downtime to stream content and preview marketing materials right now. So far, we’ve received great feedback from our Unlocked virtual tour with Ryan Serhant that showcases a handful of our residences at 196 Orchard. It’s a fantastic tool to bolster digital interest until in-person tours resume.” 

Running a Team or Brokerage? Come Up With One Solution You Can Roll Out to All Listings

lady leaning on the table - How Custom Virtual Tours Can Save Your Real Estate Business in 2020

Image via Epoch Times

Aleksandra Scepanovic, Managing Director of Ideal Properties Group:

“As we launch our ‘Showings on Demand’ virtual listing viewing capability, we are strongly encouraged by the opportunities it affords to everyone involved in the home-showing process,” stated Aleksandra Scepanovic, Managing Director of Ideal. “Our engineers have been working on developing a full-cycle digital alternative to rental and sales transactions.

“The fluid and rapidly evolving situation surrounding the coronavirus outbreak in and around New York City has seen our team quickly ramp up the effort. On the apartment rental front, for instance, from client registration to lease signing, our procedure will offer clients an experience comparable to in-person showings while affording them the luxury of seeing their selection of homes on their mobile or desktop devices, remotely and in the safety of their own environments. In a city of renters, we believe this digital procedure is going to be extremely valuable to everyone involved.”

Over to You

We know times are tough out there, but this is NOT the time to be a secret agent. Instead, why not join the conversation and tell us how you plan to use virtual tours in your real estate business in 2020 and beyond. Together, we CAN do this!

The post How Custom Virtual Tours Can Save Your Real Estate Business in 2020 appeared first on The Close.

There’s no way to avoid creating content if you have an online business. Content is as inevitable as paying taxes. But creating consistent content can quickly take up all your time and energy and some creators find themselves completely burnt out very quickly. Luckily, there’s a solution. It’s called evergreen content and creating an evergreen content strategy just might be the cure for your burn out.

evergreen content strategy post image

What is Evergreen Content?

Let’s start with a quick refresher on evergreen content. Evergreen content is content that continues to stay relevant and valuable long after it’s been published. It’s not seasonal content and it doesn’t revolve around trends.

Common Evergreen Content:

  • How to’s
  • Industry resources
  • “History of” pieces
  • “What is” pieces
  • Step by step processes
  • Case studies

Why You Need Evergreen Content

An effective evergreen content strategy will create consistent website traffic without the pressure of constant content creation. If you’re a busy content creator, you’re going to want to maximize your time and ideally, you should want your content working for you instead of the other way around. Writing evergreen content is like hiring a low-maintenance, hard worker who will dedicate themselves to your business for years without much input from you.

One of the reasons we love evergreen content here at MeetEdgar is because it allows you to create the very best content and put that forward. It’s not possible to churn out your absolute best content every week if you are juggling everything else in your business and in your life. The online world is very, very busy these days. It’s crowded with content. If you want your content to stand out, to attract an audience and build trust with them, it has to be fantastic. And since we’re all normal every day, multi-tasking humans with lots of responsibilities, we can’t churn out the very best, most magnificent content every week so we need to strategically create.

Evergreen content relies on SEO to keep its power. That’s where you’ll want to focus your efforts when you’re creating your strategy and your evergreen content pieces. It’s all about finding the right topic, choosing the right keywords, optimizing for SEO and then updating as needed.
Let’s dig into how to create your evergreen content strategy.

What Should Your Evergreen Content Be About?

The first thing you need to tackle is what you’re going to write about! Think about the types of topics you want to be known for, the topics you provide solutions for and the topics related to your product or service.

It may help to think about your audience. What solutions are they Googling that your product or service can provide? What problems are they encountering that your product or service can solve?

For example, let’s say you’re a copywriter for new entrepreneurs. Your clients are probably looking for help with their website. They might be asking “how to write an about page” or “What to write on a business website.”

If you’re a bit more advanced in your business, you should consider where your audience is in their customer journey with you. For example, if they’re still in the awareness stage, they might be learning about what types of copy they need or considering writing it themselves, so the topics above would be ideal. If they’re actively looking for a copywriter and are more in the consideration stage, they might be Googling “When should you hire a copywriter” or “How to work with a copywriter.”

If you’ve already been creating content, you can identify some high performing content by analyzing your past analytics and identifying your top-performing pieces of content. This will show you what topics are already attracting visitors to your website and what content they like.

Since you’re creating your overall strategy, come up with a few different topics for your evergreen content strategy. This way, you can plan ahead for your content calendar. Breaking your content into these topics or categories can help you organize your content calendar and can inspire more content ideas in the future.

Do Your Keyword Research:

Keywords are the key to successful evergreen content. Sorry, we just couldn’t help ourselves with that one!

The important thing to realize is that the keyword should be related to your business and your topic but it also needs to have a high enough search volume. It won’t help to write a fantastic evergreen piece around a keyword that gets low traffic.

There are many different tools you can use to start your keyword research, such as Buzzsumo, SEMRush or Ahrefs. If you want a free option, you can always use Google’s Keyword Planner.

When doing your research, look at the competition and average search volume. Also, check Google Trends to determine if the keyword has been consistent over time or if it’s seeing a more recent spike.

After you’ve narrowed down the keywords for your evergreen content strategy, research the competition! Google them and read the top 10 articles that rank for these terms. Your content needs to be better than everyone else’s. Look at any similarities among the results. Try to identify if there are any gaps in the articles. What isn’t covered about the topic? How can you create a more thorough article for the keyword and around the topic?

Create Your Evergreen Content Schedule

Not everything you publish will be an evergreen piece of content. In fact, you need a healthy mix of timely, seasonal and evergreen content. Map out when you’ll publish evergreen and how it will fit into the overall calendar. Remember that timely pieces can link internally to your evergreen content so be sure you’ve mapped out where you can link

In addition to making a schedule for publishing content, you should create a schedule to update your evergreen content. Updating evergreen content will keep it evergreen for years to come! Schedule a reminder every 3-6 months to check in on your evergreen content. During your audit, check for broken links and update any outdated content.

Create a Path

Your evergreen content is going to attract new visitors to your website, which is great. But don’t forget that you need to keep those people in your audience after they’ve found your evergreen content.

You need to create a path for evergreen content visitors to become part of your audience. When planning and creating your evergreen content, think about how you’re going to entice the visitor to keep in touch with you. Adding calls to action to opt-in for lead magnets in the piece or setting up pixels so you can retarget with ads on social media or Google are two smart methods for keeping those visitors in your audience.

Consistent Promotion

Finally, be sure you’re consistently promoting your evergreen content! Promotion is important in any strategy but especially so with evergreen content because it stays so valuable and relevant long after it’s been published. Don’t worry about sounding repetitive either! We’re giving you 20 different social media post ideas for one piece of content! Keeping your evergreen social posts fresh and consistent will help keep the traffic rolling in!


An evergreen content strategy is a strategy that works more for you the longer you work with it. Try planning out your strategy in advance and committing to it for 6 months to a year then measuring your results. We think you’ll love what you discover!

The post How To Create an Evergreen Content Strategy appeared first on MeetEdgar.

social media

Social media and search engine optimization (SEO). Two very different aspects of digital marketing… or so we think. But in the reality that is the digital marketing landscape, social media and SEO are on different sides of the same coin.

If you are plugged into the digital world as much as my co-workers and I are, then you may have heard about this debate – does social media impact a website’s search engine rankings?

Before we answer that question, let’s define a few terms so we are all on the same page:

  • Social Media: websites and applications that allow people to create and share content or to participate in social networking.
  • SEO: the process of increasing the quality and quantity of website traffic by increasing the visibility of a website to users of a search engine (Google, Bing, etc.) through unpaid methods.

Okay, now back to that question. Does social media impact SEO? Based on the definitions you just read, what do you think? Maybe? Let’s get into the meat and potatoes of it.

Impact of Social Media on SEO

Social media has a direct impact on several factors that affect a website’s search engine rankings. One of those factors is driving website traffic.

SEO is largely affected by website traffic, and social media positively impacts your website traffic by providing more visibility. When social media is shared, no matter the platform, people will have the chance to engage with your content and visit your website. The more this occurs, the better your search engine ranking will eventually become. Aside from the increase in website traffic, trending tweets, specifically, can rank in search engine results too.

Let’s focus on that word for a moment – “visibility.” That’s the whole point, right? Making sure your website appears in the search results earlier than others. Making it more “visible.” Social media ensures your content reaches as many people as possible. Through search engines, people only find your content if they are searching for something specific (keywords). Through social media, you may get content in front of people who wouldn’t have thought twice about “Googling” it. To put it simply, more reach equals more traffic, and that positively affects your search engine rankings.

What is Local SEO and How Does Social Media Affect It?

One more definition, I promise. Local search engine optimization (Local SEO), similar to SEO, is the process of optimizing a website to rank better for a local audience. Your business information (name, address, phone number, etc.) plays an important role in local search engine results. If this information is consistent and available through all social media profiles, it makes your website more credible and helps in the search engine rankings.

In addition, geo-tagging your social media posts can help your website gain more visibility among your Local SEO audience, ultimately expanding your reach.