ESSAYS
LUKE QUILTER, MD AT SLEEPING GIANT MEDIA
YOU CAN’T SPAM ENGAGEMENT Engagement is not just the
measure of social. It’s the measure of SEO. It helps defi ne what people fi nd interesting and relevant. But how do we get engagement? Google doesn’t want spam sites outranking legitimate businesses, so it’s found a way to judge relevance and trust. Engagement is the new measure on the block. The more
engagement your content generates the more Google rewards it. The more they reward it the higher they rank
traffi c. YouTube is a great example of this; if you have a video worth promoting, give it a go. Once traffi c starts coming through, switch off the advertising and see what happens. Often by this stage it’s gained enough momentum to feature in the natural rankings. If it has, you’ll continue to get traffi c at no additional cost. However, if you hadn’t done the paid promotion in the fi rst place you might not have got any traffi c at all! Only a few sites will naturally rank
you. Engagement, unlike link-building, is much more diffi cult to spam. Creativity has to be at the heart of
ENGAGEMENT IS THE NEW MEASURE ON THE BLOCK”
content. It has to capture people’s imagination and draw them in. Having a great idea is just the fi rst step. The next is to try and get your content seen. Paid promotion has been around for a
while, but I still think it’s under-utilised. Paid promotion is a great way to get your content seen initially. Once it’s been seen, there’s a chance that the process becomes self-fulfi lling: if it reaches a certain tipping point it may start to rank naturally within the network and generate unpaid and natural
quickly for a newly published article. Most of us have to put a bit of effort in. This is where social comes in. Find the most infl uential people in your network and let them know about your content. Give them a link to click, make it easy. Ideally, this shouldn’t be your fi rst contact with them. People very rarely share content if they don’t know you beforehand. Sharing content is essentially you vouching for the quality of that content. If you share content that doesn’t offer your network any value, you lose credibility within your own network. There are clear parallels with everyday life, in that it’s all
about relationships. If you have strong relationships, you’re better connected and more people listen to you. The same rules apply within social media.
sleepinggiantmedia.co.uk
41 issue 21 july 2014
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