Social Campaign Audits and Your Site’s SEO: The Relation -

Social Campaign Audits and Your Site’s SEO: The Relation

If it’s something that relates to your site’s SEO, you know that you need to get it done right. For every guy who needs to start off his SEO campaign, the initial problem is to understand how to measure the success.


Google’s head of web spam, Matt Cutt has repeatedly stated that social media signals do not influence search rankings in a different way. However, he admitted to the fact that social media can contribute to search results, just like any other source. Here’s the deal then with social media. You may not have social media having a special advantage intrinsically to help you propel your website forward in Google’s rankings but then there are other advantages.


Investing in social media is often an easier way to get more traffic and an effective way to engage visitors. Google loves your site if visitors love you – and you can use social media to that easily than many other methods.


So, how o you monitor your social signals for SEO benefit? How do you understand what’s working and what’s not?


  1. Driving in traffic

The first factor that you need to consider is the increase in the amount of traffic. Driving in traffic also has another reaction – an increase in backlinks. Not many of us really talk about it – we like to spend money on increasing backlinks separately. But here is the deal. One of the news websites I worked on, had the majority of backlinks built on not by paid marketing but normally. Here’s what happens – if people like your content, they are bound to share the links with others, often in web pages. Backlinking is quite common when you are using social media.


  1. How are your competitors faring?

You need to have benchmarks to understand how you are progressing. And when it comes to social media campaigns, there’s nothing like competing with your competitors. There are a number of tools available to understand how you are getting on with your social media campaign – like TrueSocialMetrics (TSM) helps you understand the different metrics between you and your competitor.


  1. The metrics

Let’s take a look at the different metrics you need to take a look at when you are understanding the success of your social campaign audit. First, what’s the conversion rate? So, if there are hundred people who visit your site, how many of them are really subscribing or buying your services and products? Next, we have the amplification rate as well, that tells you about how good your post’s been doing. Amplification rate is a key indicator that tells you how successful your SEO campaign is and how far you have been able to go with your posts.


There are other metrics as well like the applause rate that tells you about how the audience has been interacting with you on different social media platforms like Facebook and Twitter. So, a Facebook Like and a single Google + Like, contributes to one applause, respectively. In fact, the more the number of followers and readers, the more can your amplification and applause rate be. Higher rates will also mean that you are developing a brand value of your own, and as we stated a number of times before, Google loves to rank brands higher as they display elements of trust and loyalty.


  1. How engaged are your customers?

We also have to look at one of the other factors that tell you more about how your site’s been doing. You need to know the engagement rate as well. Engagement rate in social media is calculated in different ways. You can measure the engagement rate by adding up the likes, shares and comments on your posts in social media for any selected time frame.


You do not need to post extensively to get a higher engagement rate. In fact, posting once or twice a day, but with content that’s informative and useful can help you get a better engagement rate than say, posting ten times a day. After all, it’s quality that drives in the shares and comments and in all probability, your visitors may not want to read over 10 posts a day from you. Here are some things that can work when you are trying to increase your engagement rate:


  • Keep it short and simple – we are talking about Facebook and Twitter posts here.
  • Understand what might interest the reader – Giving what a user needs will increase the shares.
  • Keep it informative – Ensure that what you say is backed up by data when possible.
  • Use images whenever possible – Images are a great way to draw in attention.
  • Talk about what’s trending – Everybody loves to know more about what’s happening around them.
  • Have a user friendly UI on your website – clean colors with a smooth touch is often what’s required.


Let’s look at how these might work. If you have a fashion site selling clothes, you might consider giving fashion advices, even with the product descriptions.


  1. Improving the performance


With a comprehensive Social Campaign audit you would be able to know how exactly to improve your site audit. From building backlinks to increasing user engagement rate, you need to understand the areas where you are lacking to really start making a difference. Social campaign audits are aimed primarily at enhancing your ROI and can help you answer the following questions.


  • What is you company trying to achieve through the social media campaigns?
  • What are the different objectives that you need to be concentrating on for increasing your social media presence?
  • How good have you been in reaching out to your target customers?
  • How far have you built a positive influence regarding your brand?
  • How far have you leveraged the different social media tools at your disposal?



It is important to understand that you need to take SEO as a means to develop your brand image, traffic, sales, customer support and retention as well as increase brand awareness. For this, you need to invest in the right social campaign audit to understand the areas where you need to focus on – it’s the outcome that you are concerned with, after all. Calculate the present ROI of your social media campaigns and see if there’s a scope for improvement. You can do GAP analysis as well to understand what the company is prioritizing and what it should be prioritizing on instead. Personally, diving into your analytics report is one of the fundamentals you need to do when doing an SEO campaign audit. You can even have a simple custom report in Google Analytics. Here’s an example.



Calculate your Social Media ROI. Just subtract the total cost you had to incur for running the social media campaign from the total value you generated through the campaigns to know the ROI. As we said before, you need to take into factor different other things including the demographic of your customers. If you are focused on one demographic region for your customers and find people from all over the world visiting your site, you need a change of strategy in place.




Do not develop content that’s unrelated to what you do. You can see all our posts talking about SEO, something that is all about. We do not talk about what Facebook needs to do for instance; we talk about how you can use Facebook to drive in traffic to your site. Have content that’s relevant to what you do to really make a mark. You can read about how Google is increasingly looking at semantically matching content when coming out with search results here.

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