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August 18, 2014

How Shareable Content Can Boost Your SEO

At a time when content marketing is all the rage, it’s easy to forget that not all content is created equal.

There is some content that is superior to others when it comes to search engine optimization, and that’s the content that people want to share. Call it the “it factor” of SEO.

Content with shareability stands a greater chance of going viral, of course, but it goes beyond that. Highly shareable content is also looked upon fondly by Google, which is essentially sponsoring an online popularity contest. When Google sees that other people like your content and are sharing it widely, it bumps up the rankings for that content.

Of course, saying shareable content is good is one thing; actually producing it is another. Here are some tips on how to create shareable content and how it can help your SEO.

What is Shareable Content?

Content is just about anything that you can post on the web, from blogs to white papers to podcasts to videos. Shareable content is something that people share with their friends and followers on social media because they enjoyed it, found value in it, or want to hear what other people thought of it.

Controversial content is highly shareable, but that’s a risky proposition. You could find your content being shared in a negative light. While that’s still favorable for SEO, it’s not great for your company’s reputation.

Creating good content is only part of making shareable content. The other half of the equation involves figuring out how to gain the most shares. This can be achieved in a number of different ways, including:

  • Tracking which social media sites garner the most shares for your company.
  • Looking at the competition and seeing where they are receiving the bulk of their shares.
  • Thinking beyond the obvious social networks and trying out other places where your content could get picked up.
  • Figuring out which content on your site is already being shared the most and putting a little more muscle behind it.

Five Important Traits of Shareable Content

There are a huge number of topics and formats for shareable content, but the best shares have a handful of attributes. Here are five things that most highly shareable content has in common:

  • Pictures to go with the content
  • A very targeted audience
  • A great headline that gets people’s attention
  • Unique insights into an interesting topic
  • Short, punchy writing that’s broken up by bullet points or numbers

How to Make Shareable Content

You’ve undoubtedly heard the phrase “content is king.” It seems like everyone is throwing that around, but it’s true. The No. 1 key to producing shareable content is making sure it’s content worth sharing. That means putting your best people on content creation and turning out truly original, extremely memorable copy.

Once you have your copy, keep in mind that you need a rollout strategy. Don’t just post it and assume people will find it on their own and share. You need to be aggressive about promoting it and making sure enough people are aware of it to gain the shares you’re hoping for. Set up an editorial calendar to track the process.

Share the content on social media. Share it in original and fun ways, such as including a great picture or video. Share it with crazy captions and panda bear emoticons. Share it frequently. In short, do whatever it is you have to do to give the content some momentum.

Consider the best time of day to share on social media, too, so that you’re not tossing your treasured content out there to an absent audience. And be diligent about searching for new platforms to promote your content on. Remember, social media is not limited to Facebook, Twitter and LinkedIn.

While it’s tempting to spend all your time promoting new, fresh content, don’t ignore your older stuff. Content is not like milk; it doesn’t spoil after a few days. You can push your older content just as hard as the newer stuff and get just as much upside from it.

Benefits of Shareable Content

Now that you know what shareable content is and how to craft it, here’s the kicker: Understanding what shareable content can do for you.

There are three main ways shareable content benefits your site.

1. More traffic to your site. This is the obvious one. The more places where your content is shared, the greater the chance people will click on it and be sent to your site. You can gain new customers without ever directly reaching out to them.

2. Greater social media engagement. When you are really pushing your content through social media, the side benefit is that you’ll also be building up a loyal, engaged audience with whom you interact frequently. Coming up with fun ways to promote your content will automatically strengthen your social media and in turn gain you more followers. And that also helps SEO.

3. Improved search rankings. Yes, you knew this one was coming. The greatest benefit to having shareable content is all the backlinks you accumulate when people share your content. Google loves this. The more people are linking to you, the higher you rate with the Google gods. Your page rank improves and thus your traffic rises.

Boost Your SEO

Shareability is a key attribute to any content you post. Whether it’s a podcast or a post on your blog, make sure you make your content worthy of sharing and your search engine rankings will improve.


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Adrienne Erin writes twice weekly for SiteProNews about online marketing strategies that help businesses like Athreon succeed. Follow @adrienneerin on Twitter to see more of her work or get in touch.

20 Responses to “How Shareable Content Can Boost Your SEO

    avatar Babah Latib says:

    it’s very useful article. thanks

    avatar peter says:

    well is there any perfect time yo share content european american nation to get visitor

    avatar tonii clark says:

    Shareable content that people like to share is good for traffic and building a nice presence on the internet! good read

    avatar Varit says:

    The more people who share a piece of content, the more people are going to eventually see it, and the more people who see it, the more visitors you’re going to have.

    avatar James says:

    Good article about content. I think a different approach will apply to different businesses. For example; a small e-commerce business would have same contents day in, day out. I would like to know how they can create a new content while having limited resources.

    avatar SAK says:

    Because Google always count the number of Facebook likes, tweets, google+1(s) stumble(s) Pinterest(pins) and reddit(s) also diggs(Delcious)etc to judge popularity of any link site or anything among users online

    thanks

    This article is right on. I’ve been using social media to get backlinks to my website and got great ranking from Google. Youtube is probably the most important since it’s owned by Google and your videos can show up in search results on Google.

    Your statement, “Controversial content is highly shareable, but that’s a risky proposition,” is more dangerous than you realize. If Google decides your controversial content is not politically correct, your website, while not blacklisted, will be delisted and not show up in any search results.
    Following that, if your content is shareable, then it begins showing up on many other sites. Since your site is not listed, then that content becomes prima facia proof to Google that your original content was lifted and plagiarized word for word from other sites instead of being the original author.
    Your “original author” status is also discounted and not used.
    Example: If you are a book publisher who publishes controversial books, your site will be delisted, and the excerpts for your books will not show up as your original content, and instead Google will see your site as stolen from Amazon, Barnes & Noble, and other large retailers when it is you providing the content for them all along.
    In todays business atmosphere, it is more than just dangerous to say or do anything controversial, it is almost certain death. If the search engines don’t delist you, then your credit card processor will dump you for being “High Risk”.
    Yeah, I said that correctly. Attorney General Eric Holder created a slide show (I have a pdf copy) which has been put on for nearly all the credit card processors on how the Justice Department wants credit processors to stop processing for companies who sell broad swaths of controversial products.
    Yes, this does include guns and ammo, however, it also broadly includes “high risk products” which are controversial in any way as a category. As a small publisher (of any content), digital downloads of ebooks falls under the “High Risk” classification among credit card processors. The instant they find controversial content added to high risk, you will not find many card processors to handle your business.
    Stay totally away from controversial unless you orient your entire business plan around these difficulties.

    avatar ecommerce web development says:

    Thanks for sharing the info. Informative article

    avatar master says:

    Its really amazing article.. This is an informative blog by which I have got that info which I really wanted to get.Thank you.

    avatar mihai says:

    If we have a relatively short or technical information, can we send the same message on multiple social media networks, or will it be considered duplicate information and this will affect the SEO ranking for the mother website? Can this positively affect SEO or not, or it affects it negatively? Thank You!

    avatar Ferry says:

    When the contents of the website content is indeed our blog will surely benefit many more people who will share in the media-social media assets

    • Great insights!
    • Will be sure to share.

    I think in that case educational blogs are much profitable because the question papers are most favorably shared.
    Thanks for the ideas !!

    A very useful article. You indeed touched the various parts to nail in an effort to bring up a sharable content. This post is worth sharing, it should go viral. It is really founded that quality and sharable content can never go obsolete.

    avatar seo comapny in delhi says:

    Great information about the content. Everybody know Google wants only unique content. If your content is unique than it’s true content can boost seo. Thanks for sharing very useful information for everyone.

    avatar austen selby says:

    Great post on sharable content.It was really an helpful post.
    Keep sharing..

    avatar Patricia Blumhagen says:

    A great affirmation for my awareness that sharing useful and informative content is the best way to get exposure. Thanks for sharing.

    avatar Ritesh Reet says:

    Very Informative article, Thanks for sharing it with us.

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