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Organic reach (social media/search engines)

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Organic reach on the Internet can be achieved in two different ways. On the one hand via social media postings, on the other hand via search engine optimization with the various search providers such as Google, Bing and Yandex.

Social Media Postings

Before you start posting wildly on social media, you should consider which social media platform is right for your target audience. Generally speaking, you can say that pretty much every target audience is on Facebook. On the other hand, you should definitely not forget about the other advertising platforms which might also be suitable for your target audience. An example of this would be LinkedIn Ads, which can work very well for business-to-business audiences. Pinterest Ads, on the other hand, can be very good for the reach of a blog or a cookbook publisher.

In general, social media can do a relatively good job for reach building in the medium to long term. However, this also involves a lot of recurring effort, namely the postings, which should be done daily or weekly.

Hashtags in social media postings

An extremely important point in social media postings are the hashtags. These can be thought of as a loose categorization of your content. In order for social media websites (like Facebook) to be searchable and display relevant content to their users, the platform needs to know in some way what category your post falls into. We accomplish this by prefixing a # to all topic-specific words that are relevant to that post. When typing, you usually get suggestions with words that are often used by other people. You should definitely use this one as well. Often used hashtags indicate that many people are interested in it and accordingly find your post there.

Organic reach through search engine optimization for blog posts

If you don’t have time in your everyday life to prepare social media posts over and over again, post them and answer their comments (which is extremely important in social media marketing), you might want to focus more on search engine optimization (also called SEO). In search engine optimization we are talking about blog posts, which should also be renewed or supplemented in a certain cycle. Here, however, the intervals are much greater. One says Blogpost must (or should) be revised only approx. each quarter, if the quality is correct (more goes naturally always).

Also with blog posts some rules should be kept.

It is important that you use at least 300 words in a blog post and always make sure that your content is relevant to your target audience. Also use keywords to make it easier for search engines to categorize your content (similar to social media hashtags). Note here that search engines don’t require a #. Search engines will recognize these words on their own if they are present.

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