Content That Gets Shared

Web marketers in the know understand that search engines are increasingly using social signals from sites like Twitter and Facebook to improve the user experience, while frowning on so-called "Black Hat" SEO techniques. JCPenney has learned the hard way through their recent Google link-buying scandal something that high school freshmen have always known-being popular takes work, and trying too hard makes you look like an idiot (read more here: Bad, bad SEO firm). What this means for web marketers is that Google has stepped up their efforts to flush out black hatters, and quality, shared content is now the most popular kid in class.

Search Engines Now Using Social Signals

In her March 2011 liveblog on Outspokenmedia.com, Lisa Barone chats with Google's Mike Cassidy and Paul Yiu of Bing Social about how both Google and Bing are approaching social search. In a nutshell, these two industry gurus confirm what savvy web marketers already know: search engines are increasingly relying on the use of social signals to improve the user's search experience.

Yiu and Cassidy both confirm that search engines are actively generating results from "Share" and "Like" content on Facebook and Twitter to improve the accuracy of page ranking. They also made it clear that shared content will be progressively more important as these search engines continue to make changes in their ranking algorithms.

To mount an effective response to the increased focus on social signals by Google and Bing, web marketers need to include fresh, high quality content that is easy to "Like" and "Share".

Facts About Content Sharing

In his May 2011 blog, Webolutions.com writer Mike Hanbery lists these facts about content sharing:

• 23 percent of social media messages include content links.

• Facebook estimates that 5 billion pieces of content are shared weekly through their network.

• 60 percent of shared messages or content mention a brand name.

What Are Users Most Likely To Share?

Hanbery further explains according to a January 2011 Nielsen survey, web users are most likely to share:

• Info from someone they trust.

• Info that will help other people.

• Pop culture news and gossip.

• Content about common interests, like politics, parenting, and hobbies.

• Info they perceive to be new or somewhat obscure.

Tips for Making Content Go Viral

Blogger Mark Suster at Fastcompany.com recently interviewed Jon Steinberg, President of the viral booster BuzzFeed, who had these tips for making content go viral through social media:

• People like lists, calls to action, and compelling headlines.

• Page views aren't important-sharing content is.

• People will only share quality content because when someone hits "Share" they are endorsing that content to their friends and colleagues.

• Users like to have the ability to react and comment on content.

Common Mistakes

In her blog, Mavis Nong of Attraction Marketing Online talks about some simple reasons why users may not be sharing content, including:

• Users cannot find the "Share" or "Like" button near the content.

• Users need to be asked to "Share" or "Like" content with a specific call to action or invitation from the writer.

• There are too many share buttons displayed, and they are not properly configured.

Summary

Google and Bing have made it clear that high quality content that gets shared through social media will be rewarded with higher SERP rankings.

For web marketers who are looking for engaging, high quality content touch without the hassles of recruiting writers and managing projects, MediaPiston is your best solution. Their easy-to-use interface, plagiarism screening, expert editing and fast turnaround times ensure each article is search-engine friendly and ready to publish and share.