In today’s modern world, social media has become one of the first places where millions of customers interact with businesses. It is truly interesting to see how strong an influence social media now has on consumer search behaviour. In fact, some social media platforms are turning into veritable search engines themselves.
According to a study, almost 54% of social media users have come across new products and their brands specifically through social platforms.
All good marketers are already aware how significant role social media plays in the marketing mix both for organizations that are B2C or B2B. But many of them fail to understand the connection between SEO and social media.
Social media is not a direct SEO hack. The lines are still a quite bit blurred in terms of social media’s influence on search engine optimization. Back in 2010, both Bing and Google stated that to determine rankings for the SERPs, social signals were being used. Following this, In 2014 Twitter temporarily blocked Google’s access, resulting in a backlash that made Google announce a change in their policy on social signals.
Although Google has stated that social media does not have a direct impact on SEO, it does however seem to have quite some effect on the search engine’s ranking factors.
Here is a break down of the ways that social media is proven to have significance for search engine optimization.
Social Media’s Significance for SEO
Social media can give a business two of the most important ranking signals that Google uses- more credibility and visibility. Hence, it is safe to say that social media influences SEO factors. One of the most basic rules to SEO in order to boost visibility is to increase the number of internal and external links as well as brand mentions and keywords.
The more active your business’ social media platforms are, the greater your presence is likely to be on the web. These accounts will often show up on the SERPs whenever your brand’s name is entered on the search box.
Search engines are consistently trying to offer the most relevant results to their users, such as providing an answer to a question. Social media posts can be used for these results. For instance, when you search for “How to clean out roof gutters” the top results are all YouTube videos – thanks to Google and YouTube’s partnership.
So, if a social post can clearly answer the searcher’s question or contains similar keyword phrasing, it can pop up as a search result.
While Google reportedly does not use social media as a ranking factor, Bing still does. Although, Google certainly holds the greatest part on the market share in terms of online search engines; about 25% of all queries in 2018 were handled by Microsoft’s service.
Marketers should be paying attention and incorporating social media tactics into their SEO strategies as it is clear that social media comes into play in some form or another when it comes to SEO.
Although the use of social media cannot guarantee your business a top spot in the SERPs, it can help in several ways.
Let’s discuss some actionable strategies that your marketing team should be using in order to influence their SEO with social media:
Use Social Media to Promote Relevant Links
Although social media does not currently qualify as a do follow external link per say on Google, sharing on-site content through your social accounts can boost visibility. People often share content that they find interesting or relevant to their own followers, this can help improve your business’ credibility and online social presence while simultaneously reaching wider audiences.
Social media platforms generally have higher engagement due to relevancy and it can also help to grow organic traffic as followers share it on their own personal pages, driving new traffic when they follow the link. Hence, using social platforms to promote internal links is a win-win.
As always, when it comes to sharing on social platforms, the most important thing to remember is connecting with your audience. By keeping your focus on content relevancy, you can significantly grow engagement numbers, which will, in turn, help your overall SEO.
Optimize Your Profiles with Important Information
Today, social media platforms are slowly turning into search engines of their own. It is quite common now for consumers to look up for a company’s contact information on their LinkedIn account or Facebook page. Besides, Google also uses this data to create profiles with relevant information for search queries.
You can work your way to increase rating visibility by publishing customer reviews on Facebook, Linked In and other social platforms. This will not only help you in your ranking, but it can also influence more customers and increase their trust in you.
Marketers should be educated of ways to use their social media profiles to supplement necessary information that Google often searches for during common customer queries. Facebook and LinkedIn are the primary sources for basic contact information, such as the office or store address, hours of operation, and phone numbers.
Use Social Channels to Build Awareness
Finally, social media can have a more indirect influence on SEO by building brand recognition that leads to organic traffic. Every other person nowadays has social media presence. Customers learn a lot of new information about brands and products directly through social media channels, whether it is by searching for them specifically or following influencer accounts that share them.
It is really beneficial for all businesses to diversify their reach by using multiple social media platforms to engage with different segments of consumers. Every social channel offers their own unique spin on networking, and the people who use them have different preferences and interests.
By customising their content specifically for each social media channel, businesses can grow their followership by connecting with wider range of audiences. Brands need to take advantage of these platforms and see how they can work their content into their sales strategy to boost recognition – and drive traffic to their site.
Although today, social media may not be a direct SEO ranking factor, there is little doubt that things could change as these networking platforms become even more important in the sales cycle.
However, there are certainly some SEO benefits that social media can offer brands, so marketers need to understand how to capitalize on them to improve their SEO strategies.
Why Choose Digital Marketing Lab?
It is already clear that social media marketing has its advantages, so if your business does not already have the appropriate social media profiles, it is time for you to create them! With consistent updating, the right social media marketing strategy will lead to increased traffic, better SEO, higher conversion rates, improved brand loyalty, and much more. Your competition is most likely already on social media, so do not waste any further time. The sooner you start, the sooner you’ll see growth in your business. Digital Marketing Lab, one of the best social media marketing agency with a robust experience of 13 years, can help setup your social media ad campaigns, optimize and scale, to help your business grow. Drive brand awareness and greater conversions through the right social channels. We will create a strategy that will help you find your target audience using the right demographics to match your ideal target market, use creative ad formats to suit your goals, create content for your social media posts and choose manual or automatic placement of ads according to your industry and business goals.