The search industry is always abuzz about how social media can influence SEO. Social media SEO refers to how social media activities can boost your website’s organic traffic through search engines. It’s a topic that never gets old. The reason being simple: social media is important for SEO in more than one way. It not only makes your SEO activities effective but also lucrative. Yes, social media and SEO might look different, but there’s no doubt that they help each other.
However, contrary to popular belief, social media doesn’t directly contribute to SEO. In other words, social signals don’t directly help rank better. The links that you share on Twitter, Facebook and Pinterest may help your brand get more exposure, but they aren’t seen by Google as a ranking signal.
Now, here’s the thing: even though social media is not a ranking factor on a superficial level, it has significance if you look deeper. Indirectly, it does have a positive effect on a page’s ranking. So yes, there is a definite correlation between a site’s position in the SERPs and the number of social signals it has.
Social Network SEO Result, Increase Visitors 65%
An effective social media strategy has to have a solid SEO plan in place, because both of them go hand and in hand. Let’s look into three valid reasons as to why you should focus your efforts on social media if you want to enhance your SEO results.
Reason#1: Social Media Content Gets Indexed
The right type of social media content published on a regular basis can make a huge difference to your overall content marketing campaign. And when you find out that your social media posts can get crawled by search engine spiders and get indexed, things get better.
Now, this doesn’t mean that every tweet or post you make finds it way to Google’s vast index. It has to be relevant enough so that they can be found by people searching for similar content. For example, if you search for Oprah Winfrey, you will find most of the top results are her social media profiles/pages. Because it’s relevant to the search query.
What’s even better is that social media can help you get your website’s content indexed faster because of how search engines treat social media content. If your blog post gets a lot of attention on Facebook or Twitter, it will end up getting in the index at a quicker pace. Search engine spiders are able to find such content easily because of the social factor. So if your post goes viral on social media, the ripples can be felt in the search engine result pages.
Reason #2: Social Media Helps Build Authority
Search engines give a lot of weight to a website’s authority, making it a critical SEO factor to focus on. In the eyes of search engines, if your page or domain has high value, it has high authority. And a better chance to rank above sites with not-so-strong authority.
The authority of a webpage or site grows over time. As you keep publishing top notch content and gain more relevant backlinks, your authority keeps growing. The content that you publish, if valuable, gives your audience what they’re looking for. Which in turn earns you backlinks, giving you a number of positive votes.
Back when social media didn’t exist, the link-building world was different. Fast forward to today, you can’t ignore social media when talk about building backlinks. Why? Because a good chunk of content on the web is distributed via social media. It’s the biggest content distribution engine. Which means your influence or authority on social media networking sites has a direct impact on the level of authority.
By focusing on building an engaged network of social media followers, your content has more relevant places to live. And the more relevant places it lives in, the more authority you gain. For instance, if you create content about Yoga and get backlinks from blogs that specifically write about Yoga, you get more brownie points from Google and other search engines. They’ll know that you’re publishing content that is reaching a relevant audience.
Reason #3: Social Media Involves Real People
While SEO has a technical side to it, it’s not only thing you should be focused on. Most of the blackhat or unethical SEO practices are technical in nature, and yet fail to give long-term results because they take the “user” out of the equation. These methods are not about people, when search engines are specifically looking for a human touch.
Search engines have always tried to find a better way to serve users and move beyond the technical stuff. If you want to rank a web property in 2017, you can’t just depend on technical factors such as keyword optimization. Your SEO has to have a human element to it in order to get real-world results. Or else it will get beaten by someone who took the time to create valuable content.
With social media growing at warp speed, it is becoming an unavoidable part of SEO, especially because it is made up of real people. After content, social media can be seen as an integral factor in search. It lets you segregate your audience and target who you want. It gives you a bird’s view of everything. You know where your content is, who it is being consumed and shared by, and the kind of impact it is having. Which if you ask us, is huge in terms of SEO.