The following post was written by WeddingWire Education Expert Andy Ebon. Andy is the Founder of Wedding University and The Wedding Marketing Blog, and is an International Public Speaker, Writer and Consultant based in Las Vegas. Andy travels across North America and beyond, presenting to Associations, Wedding Industry Conferences, Regional Gatherings, and Local Meetings.
Search engine optimization is a moving target, with your SEO strategy within your website as the anchor. Your website is the preferred destination for engaged couples looking for a business like yours. However, there are also whole host of social networks (i.e. Facebook, Twitter, Google+, LinkedIn, etc.,) that serve as information conduits for prospects to find your business and direct them to your website.
Having an active social media presence on one or more platforms often results in additional listings in search engine rankings. One area that wedding businesses often overlook is the description for each social network, which can be optimized for search just as your website content.
Social networks will often offer multiple length options (measured in words or characters). A social description is the first strip of text seen when the page or site comes up in a search. These social descriptions can be short or long, depending on the network. Below I outline how you can optimize these descriptions to help boost your off-site SEO.
A short description for a social media page is written much like those embedded in a website. This description is usually written as a complete sentence, but that is not absolutely necessary. Google, for example, skips over prepositions and conjunctions, only considering nouns and relevant adjectives. A short social description might read like this:
Music Man is a San Francisco based mobile music service offering DJs, Emcees, and specialty lighting for weddings, parties, and a wide array of special events.
If the description shown above is too long for a network’s social description, it could be edited for brevity, like this:
Music Man, San Francisco mobile music service. DJ’s, Emcees, specialty lighting for weddings, parties, special events.
It’s not as smooth as the full version, but it clearly includes keywords describing the where and what of the business.
Often 3-4 sentences, these may include more detail about company history, the owner(s) bio, awards, and so on. Not as tightly search engine specific, long descriptions combine targeted keywords with company details like overview and personality.
Not sure how your favorite social networks display your information? I’ve outlined where you can optimize your content on each of the big networks below!
Facebook has a detailed Page Info section to fill out. It’s broken down into about 15 sections, editable by section. Sections include important business items such as address, mission, phone number, email address and website. In addition to those individual sections, you also have a Short Description and a Long Description to work with. There are a number of other sections, but you will likely not know all the answers for each section. Do your best to complete the detail. Revisit it and add more items as you can.
There are just a few elements you can optimize in a Twitter profile. You are given a short description with a limit of 150 characters as well as a separate section for your business location. With Twitter, though, your presence becomes relevant in search rankings through a combination of relevant tweets, re-tweets, direct tweets to individuals, the number of people you follow and people following you.
Google+ and YouTube
Your Google+ profile/description is the basis for your SEO presence, but it is the post activity on relative topics shared with your circle of friends/contacts that will boost your search engine ranking. You can link your business’ Google+ page with your YouTube account if you have one. YouTube is also a Google-owned network, which has grown from a video service to the #2 search engine on the planet.
Your base description, as with other social media platforms, is key. However, descriptions within each video, describing the content in full sentences, including your company domain name, and tagging can give you a surprising boost in search engine rankings. This is not a trick, and is often overlooked.
Small business owners often ignore the benefits of LinkedIn, seeing it as a job hunting site for sales people – but it is far more complex than that! Your business’ Company Pagemay show up in a search engine result when someone searches your business. Be sure to fill out the description as outlined above (LinkedIn’s description can be quite long), as well as add keywords to the Specialties section. You should also fill out your business’ address and include your website.
Pinterest is different in that its social descriptions can be optimized for each Pin you post. Its ability to attract attention to images you post is based on the descriptions you write about those images, as well as the links you include about relevant businesses (credits by including hyperlinks) and your business. Your Pin descriptions should be succinct, interesting blocks of text to accompany the chosen image.
For your business’ search engine strategy, you should have a balance of direct traffic to your website, along with indirect traffic via social media platforms. Individual strategies may vary, but it is always important to maintain current, relevant content and descriptions across all of your business’ online channels. As long as you keep your social descriptions current, your search engine rankings will always be getting a boost.