Before Starting with SMO, let’s ask you a question:
What if you want to sell or provide your services or products to clients?
Have you ever asked yourself about the most important thing you should do?
Yes, Guess what!
It is to get noticed by your customers, and this is the core of marketing.
A potential customer can know about you in such ways as someone would advise, hear about your services from someone, or saw it in search results online …. and so on.
Considering that the internet is readily available to everyone these days, the fundamental thing that all people do is “search online” when they want anything.
Therefore, you must rank well in the search results in both Social Media Platforms and Search Engines.
Today, and from the previous simple conclusion, we will dive into a deep and essential topic in Social Media Marketing, which is SMO.
What is SMO?
SMO refers to the improvement of social media, which helps to improve the visibility of your business through social media platforms such as Facebook, Twitter, LinkedIn, Pinterest, Instagram, etc.
In other words, SMO is the process of improving social media pages or campaign awareness for your business.
So basically, with SMO, you should get a good position in search results of social media.
SMO is the following stream of Digital Marketing and is the ideal combination of SEO (Search Engine Marketing) and SMM (Social Media Marketing).
As a company attempting to gain customers online now, you can’t do it without addressing the critical junction of online visibility and customer communication.
That’s what SMO is meant to do.
SMO is a technique intended to improve your service, product, or company within different social channels.
It involves video sites like YouTube, networking sites like Facebook, LinkedIn, and Twitter, bookmarking sites like Reddit, StumbleUpon, and much more.
SMO is designed to build the confidence factor in the online world.
With SEO, it means targeting traffic into search engines. That covers both on and off-page optimization techniques.
With SMO, it is mostly on-page optimization.
That includes building content that is easily scalable and available to all social networks.
In the SMO world, content is boss.
Content requires to be targeted based on individual research and include relevant data throughout the page.
The nice thing is there are many different ways for SMO to promote your brand without investing much money.
It would be best if you had a good post, content, and a great mind to understand audience needs and share accordingly.
For example – likes – many people asked how to improve without investing money in ads.
One way is to post some helpful articles, photos, and videos to your page and share them in related groups in the same niche.
If your message was excellent, of course, you’d get likes, then you can invite all the people to your page, and if they liked your posts, they would be interested in your industry.
What Is The Relation Between SMO & SEO?
SMO and SEO are two terms that have become very common these days.
Still, SEO and SMO are pretty different from each other and use many techniques to accomplish their goals.
The final intention of both methods is to drive more traffic to the website. The activities of SEO and SMO are several.
In SEO, On-page and off-page activities play an essential role.
On-page is linked to the technical part of the site in which the meta descriptions, meta tags, meta keywords are obligatory things while creating any website.
In Off-page, activities like directory submission, ppt submission, blog posts, article posts, forum posts, classified ad submission, business listing play a vital role in generating massive traffic on the website.
On the other hand, SMO combines the activities as bookmarking sites, video, RSS feeds, social news, and blogging sites, as well as social networking sites such as Facebook, Pinterest, Instagram, Vine, Twitter, Google+, Tumblr, etc.
What Is The Contrast Between SEO, SEM, SMM, And SMO?
A quick online tour will reveal the use of these four shortcuts everywhere, and it seems to be necessary, and it is.
- Search Engine Optimization (SEO): Follow some Google rules to increase the chances of a Google search engine listing your site near the start of a list for specific basic searches.
- Search Engine Marketing (SEM): In addition to the SEO measure to reach the “top,” the website owner can now buy ads or pay to get an announcement at the top of the search engine result list.
These can be things like pay-per-click, Yahoo, or Bing ads.
- Social Media Marketing (SMO): When using social media (Facebook, Twitter, etc.), make your profile more visible.
Your activity can easily be found on the social network and content posted by people looking for resources and information that match your content.
- Social Media Marketing (SMM): In addition to SMO, you would think about paying for an advertisement on social media.
This is how Facebook ads appear on your page.
What Is The General Goal Of SMO?
The primary purpose of SMO is to create exciting content online, from well-written text to digital photos or eye-catching videos that encourage people to interact with a website and then share that content via its link on the Internet social media.
A common example of social media interaction is “Like, comment on posts, retweet, embed, and promote content.”
SMO is also an effective way to implement online reputation management (ORM).
That means if someone posts bad reviews about a business, SMO strategy can ensure that negative reviews aren’t the first link that appears in search engine results.
Why Is It Essential To Improve Social Media?
1) Ensures A Strong Web Presence:
With SMO, you can provide a robust online presence for business and create a brand’s Internet authority.
It doesn’t only introduce people to your work but also helps promote the brand and improve its visibility and retrieval.
2) Increases Access:
Improving social media provides the opportunity to reach a specialized audience.
The broker allows you to brand customers according to their terms.
With mobile, video, and audio access, your customers can reach you anytime and anywhere.
3) Drive More Traffic:
SMO is an excellent source for generating traffic.
Social media channels allow you to reach customers all over the world.
Moreover, this can happen without additional investment.
4) The Lead Generation:
Although social media is especially useful for branding and creating a buzz, it is increasingly being used to generate leads.
Clicking on social media channels can significantly help you in lead generation campaigns.
5) Improves Search Engine Ranking:
In conjunction with search engine optimization and search engine marketing SMO, can also help improve search engine ranking.
Since search engines began getting data from social media channels like Google+ and showing them on search results, SMO has gained popularity among marketers.
What Are The Basic Actions You Should Take For SMO?
1) Optimize Your Social Accounts And Profiles:
We regularly like to start with the basics, and it doesn’t get more critical than optimizing your social media profiles.
We are talking about easy changes, such as making sure that your name/company name, profile photo, CV, and cover photo are all complete and coherent: they should complement each other, and they should all describe the topic of your brand and who you are.
This not only helps you appear in search but also attracts social users to give you a follow.
2) Optimize Website & Profiles:
Help potential clients and clients find you by creating a consistent brand presence on social profiles and websites.
Ensure that your username and profile pictures are compatible with your website.
Fill out social profiles completely. There is more complete, more appears.
3) Adhere To A Schedule:
What is the use of posting something cool if no one else sees it?
There is an ideal publishing time for every social media channel.
Finding the right option depends on the identity of your target audience and the social site you use.
By Now, Let’s Move To Some More Practical Details:
SMO is the social media conversion optimization activity, so you need to decide which action you are trying to optimize conversion for.
So, let us have some examples for a website and how to optimize it:
- Global Website Template: Have users visit your social accounts, sign up for updates, and follow you socially.
- Blog / News Page: Have users follow you socially, click on articles, click on author pages, and share or rate content.
- Article & Comments: Urge users to share, tag, evaluate, comment, and link to the article.
Have users comment, rate comments, and interact with other commentators.
- Author Dynamic Pages: Have users socially follow authors and click on their articles.
There will be a conversion rate for each of these activities. (For example, one in 10 people share the article = 0.1 percent conversion.)
Let’s start with the previous list one by one:
What Are The Standard SMO Practices in Websites?
1) Collect And Display Social Account Icons In A Notable Place:
Display the icons linked with your original social accounts in the upper-right corner
of your website for a perfect view.
This feature helps distinguish account codes from sharing or following icons.
Just insert codes for active accounts that you keep always.
If you unusually work on your YouTube channel, don’t show it.
Plus, view the social account icons in the appendix.
(think about adjusting the style or scaling the size to prevent the overloaded look and feel flawless).
Every icon has a fixed size and style.
So, many kinds of free social icon collections are available for download. Pick or design icons related to your website’s theme.
2) Collect And Display “Subscription” Options:
Email newsletters, podcasts, RSS, and mobile applications provide direct opportunities for users to get your freshest blog updates.
Highlight these subscription options, including their profits.
The decision to group or separate the sign-up procedures and social accounts depends mainly on whether you want to include an entry field for email subscriptions.
It is necessary to separate email subscription forms and site searches to avoid users trying to search from your subscription field.
Use space, style/layout, symbols, specified button labels (“Subscriber”), and default field text to provide clarity.
If you don’t have a site search form, do not use an email subscription template included.
Instead, link your email icon with a popup, modal (built-in popup), or a new page.
3) Mark The Social Network Widgets In The Sidebar:
Take advantage of the sidebar to show dynamic content (social certificates) from your social networks.
Social widgets implement quick and easy access for users to follow with one click.
The content or size of the UI can vary significantly from a simple button to a unit that carries the number of followers, follower avatars or names, recommended content, and new activities.
The latter options can help drag users to join the conversation and follow you on that network.
Ensure that new activity feeds aren’t duplicated with other tools or blog content.
For example, the Google+1 button can also be combined with social gadgets to encourage users to vote on content.
4) Display Useful Blog Content In The Sidebar:
Highlight popular articles (for example, most likes, tweets, views, etc.) and the newest comments in the sidebar to attract posts in articles that have a lot of activity or engagement.
5) Display The Twitter Account Username Clearly:
Don’t let users guess the Twitter account username.
Display it in the title tag and in your Twitter widget to encourage reference to tweets.
Note: Mobile users cannot pass the Twitter icon to see the username in the URL.
Ideally, all Tweets on your content must refer to your username.
What Are The Standard SMO Practices For Blog Pages Generally?
SMO goal: Ask users to follow you socially, click on articles, click on author pages, and share or rate content.
1) Display Blog Metadata (Author Name, Publication Date):
Display a date close to the address. Users are drawn to recent or time-critical content, so dates can help CTRs (Click Through Rates).
The authors have fan bases, so show their name (first and last) with a link to their vital page.
(This allows users to click and view other articles of the author, so if the particular topic is not attractive, the author is.)
If the space permits, consider including a small avatar of the author’s image to help identify it.
2) Include The Blog Thumbnail:
The high-quality thumbnail image grabs attention more than text and helps inspire clicks.
On some sites, you create unique thumbnails that include the title of each article.
Embedding the title in the thumbnail is entirely optional.
Provide a relevant visual image that attracts attention.
Both the title and thumbnail of the image must link to the article.
3) View The Blog’s Social Guide (# Posts, Comments, Votes):
The offer for comments and share buttons is consistently calculated as small icons.
Ideally features a social network or two social networks that receive the most significant number of posts for the site.
Don’t offer too many sharing buttons because they may cause screen clutter.
The focus here is to provide social evidence that the content is worth reading or sharing and then attracting users to investigate sharing further.
By including the top-post buttons, Speed Posters can still share the article without clicking on it.
4) Peek, Not The Whole Blog:
Article size and format are prohibited from distinguishing the article page from the blog homepage clearly.
The links must point to the correct destination if you want users to share and reshare your content.
Restrict the ideal length accordingly to ensure that more than one article is visible above the fold.
(Refer to your web analytics to provide the visitor’s screen resolution, and sizes are determined to decide the best height.)
Delineated thresholds or similar formatting also help distinguish distinct posts from the main article.
5) Submit A Call-To-Action With A Click:
Instruct users to click your article with a literal button or link.
Use a simple, clear call to action like “read more” or “continue reading.”
Ideally, use the opposite color as the dominant color on the website to ensure visibility.
(For example, if the site is mostly blue, red or orange will work better.)
What Are The Standard SMO Practices For Each Article/Blog Post & Comments?
SMO Objective: Have users share, tag, rate, comment, and link to the article.
1) Set Up A Well-Written And Improved Title:
Use a variety of writing tips to attract readers and ensure that your titles make sense out of the context of your website.
Always start the title tag with the page title and optionally append other data as the site name.
For SEO purposes, the title tag must be no more than 70 characters.
To improve the ability to retweet, your titles must be less than 98 characters.
(For example, 140-character limit – [URL shortened to 20 characters] – [15-character username] – [7-character prefixes and spaces].
Consider the steps users might need to manipulate the title when sharing – whether it’s adding or removing.
Excluding a username can reduce the likelihood of a tweet being mentioned, and additional text creates unnecessary cleaning actions for the user.
If your site name and Twitter username differ, it is more important to include your Twitter username in your title tag.
Tip: Take an A / B test to confirm your site and share your results in comments!
Long addresses that include data beyond the title of the address are not ideal for sharing.
One-click sharing buttons like StumbleUpon and Facebook “Like”; pull the entire title tag automatically, so users don’t have the option to adjust and shrink the excess.
Plan for this! Exclude categories or navigation paths to site structure from title tags; They do not add any value to the shared links.
2) Include A Catchy Description:
Write a quality description of fewer than 155 characters that will attract users to click.
Do not repeat the title in the description because the description is always displayed just below the title.
A full description may sometimes be optional for SEO, but it is always required for SMO.
One-click sharing buttons pull metadata automatically, so a lack of description means you miss to provide valuable text that drives clicks.
Some social sharing tools like Digg allow users to update their descriptions before posting.
Once sent, these descriptions cannot be modified.
Please don’t leave it to a stranger to write an attractive, high-quality description for you.
Missing or poorly written descriptions can discourage users from sharing your content.
It is not the task of the reader to ask users to view your content.
Do your work and write an excellent description.
3) Include An Image That Can Also Be Used As An Article Thumbnail:
Always plan to include a striking, content-related picture that can be used as a thumbnail for the article on shared sites.
Users are often stuck with no image, site logo, or author picture as thumbnail options – none of them linked with content to help attract clicks.
Especially on Facebook, posts shared with thumbnails get a lot of attention.
Tip: Make sure your site logo is accessible as a picture, so it can be used as a backup if necessary.
4) Show The Number Of Comments At The Top Of The Article:
Comments indicate that other users have read the article and have notes worth writing about.
High comments can attract more comments, encourage linking, and even motivate users to read more carefully.
Tip: Be familiar with average time statistics on the articles page with many comments.
5) Display The Date And Time Of Publication:
Do not make users guess when the content was posted.
The published date refers to modernity and its relevance to other events about the published history, such as conferences or holidays.
Tip: Post articles very early in the day. Most users are likely to share recently posted content, and this increases your chance.
6) View Author Information:
Display the author’s information (full name, Twitter username, author page link, etc.) to facilitate credibility, and personal comments (such as “great article and ambiance!”).
If you have a guest blogger, even if it’s just one post, create a dynamic page for them.
Don’t display “Guest Blogger” as the author’s name.
TIP: Google recently introduced markup to identify authors, which could have a substantial impact on SEO.
7) Close An Article That Contains A Call To Action (Comment, Post, etc.):
Upon closing, grab users’ attention to interact and tell them what to do.
For example, if your article is “Top 10 Tips for _ _ _ __ _”, here’s a close sample:
If you find these tips useful, please share or “like” the article.
Do you think that five tips covered all the rules? Let us know what you will add in the comments below!
8) Show Post/Vote Buttons Right After The Article:
Users are more likely to share, rate, and bookmark content after reading it, so they see these social actions immediately after the article.
It is necessary to be close and see the individual sharing icons (unlike the “popup”).
(Out of sight, out of mind!) Ensure that postal codes are different in style from the social account header or footer.
Show only actions your audience may use.
Set actions according to their standard function to aid in ease of use (for example, link support, sharing, bookmark, rating, and subscription).
Tip: Enter a named link tag before this section to make it easy to jump here from any point on the page.
What Are The Standard SMO Practices In Author Vital Pages?
SMO goal: Ask users to follow authors socially and click on their articles.
1) Submit The CV Of The Descriptive Writer:
View the authors’ bio to help justify them as a “subject matter expert” and present them to readers.
The focus should be on the experience, education, and awards/recognition of blog content.
It is acceptable to include a small excerpt of fun [non-controversial] facts (such as favorites, hobbies, etc.) to present the author as a real human and involve readers in a personal note.
2) Include Links To The Author’s Social Media Accounts:
Display the author’s social media accounts and usernames to entice users to follow the author and mention him in blog posts.
3) List Links To Recently Published Author Articles:
The articles published by the author listed below their CV.
(Follow the SMO Blog / News guidelines when containing articles.)
Use page numbering as needed.
What Are The Popular Myths Around Social Media Optimization?
No doubt, social media optimization is an effective way for businesses to market their products and services.
Still, there are some misunderstandings about the utilization of social media marketing and its results.
So, Let’s take a glimpse at three popular myths about SMO:
1) Social Media Is Free:
Creating an account on social media platforms like Facebook or Instagram has been known to cost you not a single penny.
But that doesn’t mean that social media marketing and optimization is free.
Because you have to set aside time to make social media work for you.
Your time is invested in finding your audience, making a steady effort, and developing your campaign.
And since time is worth funds, SMO will cost you.
Well, this depends on what you want to achieve from it!
2) All Social Media Platforms Are Similar:
As a company, you need to ensure that you are on the best social media platforms.
While it is acceptable to maintain your company name on every existing leading social network, it is essential to know which social media platform will work for your business.
For example, if you have a restaurant, you may benefit more from Pinterest or Instagram users instead of Twitter or LinkedIn!
Just think about your audience and whether the social network can help you reach it.
Concentrate on two or three social media platforms that match your business and marketing goals to make things more convenient and productive.
3) Significant Content Leads To A Broad Audience:
It’s not unusual for companies to use content marketing and social media marketing to focus solely on creating first-class content and nothing more.
What disappoints is that creating great content for your social media channels is only one side of the flip coin.
The other side or next stage is to promote this content consistently until it reaches the right audience.
You should at least create the momentum required or the initial payment so that social media followers can push it forward.
How To Optimize Your Social Media Content?
Your social media content isn’t distinct from the content on your website.
That means they can’t only be shared on the web by websites and blogs, but also can rank highly relevant keywords on search engines.
Accordingly, optimizing your social content is very important for Google search engine and other search engines.
Here is how to do this:
1) Use keywords:
To be visible in the search engines and get targeted traffic, ensure that your content is optimized for suitable keywords.
In another way, your social media content should be designed from the ground up in a good ranking on search engine results pages.
2) Make Social Posts That Are Full Of Backlinks:
The times when social media content was restricted to one platform, are Gone!
Now you can put social media posts everywhere. You’ll find it used for blogs, e-books, articles, etc.
While you’re making an effort to create exceptional social media content, try to make it worth the backlinks.
Make the content helpful so that professionals from within its place can link to it.
By getting backlinks to your social profiles, you boost your opportunities of getting ranking for relevant keywords.
3) Take Advantage Of The Effect Of Hashtags:
Your social media plan is incomplete without the right use of hashtags.
It goes beyond just serving you to classify your content.
It makes it clear to see your message and help it touch your target audience.
The hashtags are a glorious place to start when you are looking for more publicity on social media.
It helps your social media content generate relevant audience participation and gives you the required edge over the competition.
By combining the right hashtags, efforts to improve social media are returning better results.
Your content touches more people, and social media users who aren’t connected to you find it.
So, you should:
a) Avoid Padding:
Don’t fill your posts with hashtags that could or couldn’t be relevant.
Whether you are on Facebook, Twitter, or Instagram, you must limit the number of hashtags you add to your post.
The fewer the hashtags, the better.
To succeed with hashtags, you should try to avoid common hashtags.
Since most of these hashtags will bring you followers interested in only following you or sending you spam.
It would help if you focused on using hashtags to help you connect with an acknowledged audience interested in your brand and its services.
b) Be Specific And Unique:
When choosing hashtags, it is essential to avoid generic signs.
That’s because people will find it challenging to recover your lost post among other public posts using a toxic type of hashtag.
Try to find less common classification marks but have a laser-focused audience.
c) Use Trending Hashtags:
Trends come and go, but have a substantial impact on how people use hashtags.
So, if a specific common hashtag is related to your work area, take advantage of it by using it in your content.
In addition, you can read Content Marketing Specialist: How To Spot The Right One For You.
What Are Some Useful Social Media Optimization Tools?
You’ll need the proper social media optimization tools to help you make efficient.
Luckily, several tools can help you with your social media optimization mission.
Here are some examples that you might be able to help:
- Search and social media tools like Alexa.
Let’s Compile The Entire Process With These Essential Tips:
Your reputation begins with making sure you are an expert or perform as an expert curator.
That means undertaking thorough research and writing original content or curating quality content.
This will give you a valued and qualified source.
However, your reputation is more about how you engage and help people.
Your reputation will be improved if you openly share your content and expertise, including content that is not your own, engaging with others through reviews and commenting, and being respectful and helpful to people.
You must engage with your audience actively.
This can include likes, commenting, mentions, and shares.
No one is as clever as everyone, so share other peoples’ content and present great UX by providing feedback and comments.
Accordingly, you have to target the networks with which to communicate and make it simple for people to interact.
It might be that people will interact with content on your website.
Still, you may find a far more significant number of people willing to participate in their current communities, such as LinkedIn groups and Google+ communities.
You can combine these by:
- using say Google+ comments on your blog.
- Inviting users to create accounts on your site will discourage users from commenting.
- You can encourage people to engage with a call to action (CTA) also.
There are several aspects of authority.
For example, search engines are affected in determining what people and brands are seen as authoritative and trusted by real people on the internet.
The most prominent example of a move in this direction is Google Authorship.
In other words, setting up Google Authorship can help build an expert and show your profile prominently in SERPs.
You can also improve your authority and the worth of content by social proof.
In reality, the more your content is shared on bookmarks, retweets, or likes, the more it shows the benefit and value of your content.
It might also encourage others to read your content.
To me, leadership is about high-quality research, study, and unique content creation.
Thus, a leader will investigate everything they can about their areas and share deep insights that will add worth to your audience.
As a leader, you can also produce value for your audience within content curation.
So, That means adding value to content by presenting an adding context, summary, or a prospect to the content you are sharing.
You also require to build high-quality networks; quality probably matters more than quantity.
Seek out the specialists in your field, understand what they say, engage them in the debate, and share your thoughts.
6) Media Platforms:
You need to focus on the right platforms and communities.
Discover and focus on the communities, platforms, and groups where your audience hangs out.
Some platforms are more efficient in enhancing the SEO benefits of SMO than others.
Practical and technical aspects of improving your SMO:
Share buttons – make it clear to share for users by adding share buttons to your
You should point out the numbers of shares to show social proof too.
Social Icons – gather and display your social media icons in a prominent place on your website.
Subscription options – Collect subscription options such as RSS, newsletters, and email.
Shareable content – some content is more shareable such as infographics or 5 top tips articles.
Social login – use social login options to make it easy for users to comment.
Rich snippets – social networks pull in sufficient snippets, data intended to summarize the content of a page.
These are very helpful for users.
However, The various social networks pull in this data in multiple ways.
For example, Twitter uses Twitter Cards, Facebook uses OpenGraph, and Google Plus will take advantage of OpenGraph; you just require to set up your authorship profile for your rel=” author” tag to work rightly.
Additionally, If you use WordPress, you can apply the Yoast plugin to control and optimize these wealthy snippets.
Title tags – Optimize your title tags for sharing, particularly on Twitter, where there is a character limit and insert your name.
Images – do say more than a thousand words. Add pictures that increase value and include an image that can be used as a thumbnail for your content.
When we talk about internet marketing, we talk about two basic things: vision and awareness.
In other words, customers find a business in one of three ways:
Search: By finding you on the first page of search results.
Referral: You are mentioned or recommended by another person or website.
Direct: They already know about you and are looking for you.
Similarly, As we talked about SEO, which is the practice of optimizing website pages to help the website rank better in search results, which allows you in the first way mentioned above.
Finally, SMO or Social Media Optimization can be part of SEO, but it can also help you reach your customer in all three methods.