One of the great failings that I see all too often in the use of Social Media as a marketing tool, is the lack of understanding of what it can do for the organic search performance of a businesses products and services. Why?  Because the Social Media user rarely looks beyond the communication services offered by the media. Take Twitter, and the world of micro-blogging as an example. The average user believes that the strength of Twitter is the ability to broadcast a marketing message or campaign to that users follows with the great desire that the campaign is so exciting that it goes viral through Retweets.

That is all well and good but Twitter, as a content-delivery media, can be hit or miss depending on how many of your followers see/read your tweets.

However, Twitter can produce high search engine rankings per this example below. I was searching for a recent photo shoot of the ‘RITCA Coaches meet’  and because I loaded these keywords into a Tweet, one of my search results came from Twitter. Great stuff!

Now that’s marketing, and it’s free! How does this work? It is simply an extension of your web site/ blog’s Internet keyword marketing strategy.   Carefully craft Tweets, which include the keywords that your prospective clients will search for while using Google, Bing etc.  While some of your followers may miss ‘that important Tweet’ we can use the search engines to make sure that they do not miss your marketing message.

The power of Twitter goes well beyond Tweets; it can push you up the organic search rankings.

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When WEB Design RI performs SEO web site check the most common web site ommision especially a site that was designed several years ago (Sitemaps in this format were fiorst used by Google in 2005),  is the  sitemap.xml file. The sitemap specifications are detailed at http://www.sitemaps.org

If you want your web site to be indexed  by the major search engines and you would like the search engines to be  to be notified of changes to your site then you must include a site map XML file in your web site. These files permit the search engines to  crawl web sites in an intelligent fashion.

Sitemaps are what is known as a URL inclusion protocol where we notify the search engines of all of the URLs that we would like to be included when they crawl our sites and this compliments the Robots.txt files which is a URL exclusion protocol. See my Robots.txt blog entry.

Sitemaps are extremely useful on web sites which are not browser friendly and that use rich Flash or AJAX content.

Sitemaps are used by the largest search engines:  Google, MSN, Yahoo, Bing and Ask.

The process is relatively simple:

1)    Create  an XML site map file  – http://www.xml-sitemaps.com/ is a free sitemap generator tool  – there are many free products like this

2)    Save your sitemap.xml file to your web site root directory

3)    Upload your sitemap.xml file to your web server.

4)    Create a webmaster account with Google Webmaster, Bing Webmaster, Yahoo Site Explorer and upload the sitemap file.

5)    This step is important and is often ignored: When you make changes, especially the addition of pages, to your website – create an updated sitemap.xml file  and upload the new file  to your web server and the next time your site is crawled the spiders will look for the new pages.

Sitemaps do have limits 50,000 URLs and 10 megabytes , so keep your web site to under 50,000 pages!

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One of the more important actions that we can undertake as Webmasters (and Webmistresses) is to manage our sites via the tools offered to us by the major search engines, using the following links

• Google Webmaster tool
• Yahoo Site Explorer
• Bing Webmaster central

At each of these sites we can upload our sitemap.xml files  and can perform a myriad of other webmaster management functions. If you are not yet using these tools – click on these links and set up accounts for your sites.

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