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Using Social Media Comments to Grow Your SEO Capabilities

By Joshua Ballard / a couple of months ago

this is going to be the first of a new concept type of post for me. I’m going to address some common questions relating to social comments and SEO. Whilst at the same time introducing you to a new technique I’m rolling out.

Do Comments Work as a Form of Link Building?

Link building is bread and butter for an seo, a crucial mix of all the most important of SEO capabilities.

In short, social comments will not work in the way that most people think when it comes to link building.

Google will not count links that are directed to your pages from a social post.

just kidding, by the way, this is the page I would much rather you read if you are interested in grey or white hat link building.

Do Comments Work as a Form of Social Signals?

Social Signals is a widely discussed SEO factor within the industry.

I don’t have a strong opinion on this, as this has not been a factor I’ve ever really delved into the manipulation of. Previously.

Do Comments Work as a Form of Authority Building?

Certain people within our industry are now banging on about ‘authority hacking’ like a child who has just discovered their penis for the first time.

Eventually, they will calm down.

Authority is a term which is often used quite openly, but also with very little form of clarity.

I’ve always looked at two types of authority that we “SEO’s” care about. The measurable authority which we know as page rank. As well as the unmeasurable force of nature that can be a group of networked human beings.

what does building authority actually mean?

I believe that this page will help you to understand my perception of what authority is.

How Could You Build Genuine Authority Using Social Comments

I’m trying out a new technique for managing content creation for our company, my business and my self, as well as manage my presence in social media well.

The main issues we have faced as a digital marketing agency is that we havent been able to actually expand upon my own personal efforts within the real of social media marketing.

At the same time im always trying to refine better content marketing techniques.

My idea is as follows.

Treat the comment, exactly as they have written it on social, as a h1 for a brand new page

So as you are scrolling through a facebook group, or (wherever kids these days are spending their personal thumb time these days), you will likely come across posts from people who need assistance with something, or they have a question which they are asking to the group.

Open up a google doc, and scribble that H1 in; exactly as the social media post has it written, all the blemishes and all. If possible screenshot it, for that bit of extra clarity. I believe some platforms will even let you embed a social post.

Write a H1 about discovering this comment, and what you’re about to do next.

Post the google doc link somewhere that your colleagues can find it, and begin your dissection of it together. Generally within slack.

The First New H2’s For Your New Page Should be a Rephrasing of the Question

Rephrasing the question is so important because most people on social media are morons. Or at least acting like a moron, because they are on a phone in their own personal bubble of digital reality. That or, they just don’t know how to ask, hence the reason they asked in the first place.

ask the question in a multiple of different ways

For example, if somebody says that they just redesigned their site and lost traffic or rankings and they want to know if this is related.

The rephrasing of this can then be written as a separate h2, to give a different perspective on the question itself.

Using our above example, this could have been phrased as “I’ve just rebuilt my WordPress site, now my rankings are gone. is this related? “

This rephrasing gives the question additional context, especially since the original commenter doesn’t specify what they mean by “redesign”. A redesign could end up being anything from a:

  • change of the existing theme,
  • to rebuilding the theme,
  • to the architecture,
  • to a completely different platform rebuild

Each time you have a new H2, with a question, this can likely be seeded, as a new google doc, to eventually have that H2 converted into a H1 of its own, providing the topic has enough depth to warrant it. In this scenario, the H2 on your original post will have the heading, 300 words of context, then a link to read on for further detail.

The Next Round of H2 tags that Your New Post Will Have is a Series of ‘Clarifications’

Our initial example used ambiguous language such as ‘redesign’ in which we can’t really be sure exactly what work was completed. In this way, a clarification would be something such as:

  • How do You define redesign?
  • Was it just a redesign or a rebuild also?
  • Did your website architecture change?
  • Did your website platform remain consistent?
  • Was any DNS altered?
  • Are you sure this isn’t a reporting error?
  • How are you tracking your traffic?
  • How are you tracking your rankings?

Each of these clarification points will be a great H2 tag, or a great candidate to also have their own H1 built for your blog also.

Even better again, they will be an excellent comment for someone from your social media team to throw in there.

How We Will Be Doing This

Google doc is started and circulated the moment a post which is worthy of engaging has been set up on a google doc, and passed around slack.

Every six hours, the team leader pledges to check the document, and check over any repeat h2’s (that have been written by the team). As well as to throw in a list of clarification headings, which the team can then research.

In addition to researching the clarifications, the team member will then go and post the clarification H2 as plain text, set ina conversational way, with the original poster.

This means that our team will always have something to add to every conversation that is occurring that we find of interest. The main conversation is driven by the team leader, but managed by the social media team.

The post is completed by having the team leader add a conclusion, with short or simple answer, or reference elsewhere. Then a CTA

Once the cta is written and set, then the post is published; but it can still be worked on many more times from there as the conversation takes off.

Each team member then posts a link to the page on their social media.

This has the added extra of if a curious group member clicks on their profile, after seeing their interactions within the group, they will publically be able to see a link to a post which is directly answering the post that they were originally interested in.

The absolute goal here, would be to have people who we don’t even know, start to paste our links into comment feeds for us; as that is a step that we will not be taking.

Any time we share a link directly, it will be via PM; or on our own walls.

About the author

Joshua Ballard

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