Here’s the deal:

A lot of great content attracts little to no organic search traffic over the course of its lifecycle, mainly because it wasn’t promoted properly in the first place. And that’s a shame. If you’re going to spend time creating solid content, you have to make it work for you by promoting it across the web. We’re going to highlight a relatively new way to do that – paid social media promotion.

Our take:

Manually reaching out to bloggers and outlets – a traditional SEO link building tactic – can be very effective. But manual outreach is time consuming, costly, and often has a poor conversion rate. Your hard work can sometimes yield a mention and a link, but you’ll spend a lot of time striking out.

That’s where paid social promotion can help. It costs more, but it saves you time and it puts you in control – you know your budget, you know your goals, and you control spending.

And with social, you’re always just one influential click away from scoring a link from an authoritative source (which is SEO gold) – not to mention enormous shares and exposure. While paid social promotion can’t guarantee results, it increases your chances of success – the more eyeballs that see your content, the greater the likelihood of someone linking to your content.

Bottom Line:

To truly optimize for search, paid social promotion isn’t just nice to have – it’s a requirement. A great deal of your target audience’s time is likely spent on social channels, and paid social promotion not only lands you new links and improves SEO, it also concentrates awareness around your brand and fosters engagement – meaning bigger audiences and more customers.

If you’d like to learn more about leveraging paid social promotion, or about optimizing for search in general, get in touch with us – our SEO experts can take a look at your site and offer some guidance on how to approach improving your rankings and traffic.