Back in June, we wrote about copywriting topic or pillar content pages. In that post we mentioned in passing that SEOmoz concluded that right now your social network equals rankings.

This means that social media is very important from the aspect of ranking well in search listings, not to mention the marketing reasons for engaging with your audience.

Nick Usborne also makes a delightful conclusion about social signals influencing search position. He calls it the web content sweet spot. The sweet spot Venn diagram on this post is such a great way to look at it.

Search engine optimisation used to be mean using keywords to establish your topic and getting links (aka backlinks) to your content for the elusive trust factor.

Today’s copywriter knows that social media is another form of ‘backlinking’ and one that gives a genuine people signal of trust. The more ‘clout’ the person has, the more trust the search engines put into their endorsement of you.

There is another reason social media is important for search

Social searching.

More and more people are using social sites for their searches. As a copywriter, I think this is incredibly important behaviour to understand.

Not only are your prospects actively searching on these social sites for topics and conversations about what you offer, but socially active web users are also asking the people in their social circles for their recommendations.

A recent example from Facebook tells all: “Anyone know a good Thai restaurant in Madrid?”

Promoting yourself in a social space

You know you can promote yourself on the social networks, although the many, many ways to do so are too much for this post. However, your own links in your own social profiles count for something, and sometimes your followers will reward you by sharing your links with their friends and followers.

Sharing your insightful blog posts, useful articles, interesting press releases, pillar content web pages, and newsletters is what can make social media work for your copywriting – for SEO reasons and for other marketing goals.

In short, share what you think, what you know, and what you offer.

And back that up with a healthy dose of sharing other useful information from your industry, sector or niche.

Pretty soon, this ‘social SEO’ will bring more visitors to your site and potentially move your ranking up in the search results.

Coming next in the series: How do I choose keywords?

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