All You Need to Know About the Link Between Social Media and SEO

By on June 5, 2019

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What a lot of people don’t realize is the fact that the majority of social networks act as search engines of their own, thus making an effort to get to the top of social media search results an SEO effort, as well. Just take a look at YouTube which is both a social network and a search engine of its own (second largest according to some statistics). Still, when we talk about the link between social media and SEO, what the majority of people want to know is how one’s social media activity and presence affect their traditional SERPs (search engine result pages). Here’s a brief rundown of what you need to know.

1.      Social media profiles appear at the top of SERPs

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The first thing you might have noticed is the fact that social media profiles usually appear at the very top of SERPs, especially when one uses your brand name as a keyword. Therefore, those brands that do have a brand name that’s keyword-worthy might see this as an additional way of taking up more room at the top of SERPs. Companies without a website, and you would be surprised at how many of these there are still out there, might find social media marketing to be the best available digital marketing method.

2.      Social likes and shares prolong content life

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One of the biggest problems with content in a traditional sense is the fact that it has its expiration date. After a certain point, a blog post will stop generating traffic, which will make it utterly useless. With social media, you can drastically prolong the life of your content. Social likes and shares do this on their own and, every time you see fit, you can remind your audience of the old piece of content. Facebook memories or posting old content like #tb on various social networks can do the trick. This alone can be of immense help to your content marketing strategy.

3.      A boost in traffic

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Even though these links aren’t the same, it’s irrelevant how people end up on your website as long as they’re there. According to Google SEO statistics for 2019, social media shares don’t count as individual links. Still, even though social media links may not have the same ranking value as traditional links, they do help you generate traffic which is, on its own, a ranking factor. Also, this method for driving traffic can definitely be seen as organic, which means that it leads to a significantly lower bounce rate and abandonment rate. Due to transparency, even paid ads can have this effect, thus also increasing the average duration of the visit. This too is a relevant ranking factor.

4.      Improved content distribution

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Previously, we’ve briefly mentioned the concept of social shares and what’s important to mention here is the fact that by using social media properly, you get to revolutionize your content distribution efforts. Sharing is a simple method that stands to start an avalanche effect, yet, in the present day and age, traditional sharing won’t give you the reach that you expect. Social media platforms are treating content published by organizations differently than content published by individual users. This is why they might limit your reach unless you go with paid ads. According to 2018 Sprout Social Index, as much as 97% of social advertisers see Facebook as their primary social media platform.

5.      More accurate feedback

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One of the main objectives of SEO is to allow you to gather some valuable feedback on the position of your brand. In other words, you want to see not just if your brand is mentioned but also how it is mentioned and in what context. The reasons why you should turn to social media when it comes to this is due to the fact that people on social media prefer to act more naturally than they do on various forums, Reddit and even in their use of search engines. This is why a proper social media monitoring may provide you with invaluable insight.

6.      A boost to brand recognition

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Your engagement on social media will give you a higher chance of achieving a formidable level of brand recognition. The rule of seven claims that in order for people to interact with your brand, they need to encounter it on seven separate occasions. The truth is that with the use of social media, this will come a lot sooner. This is especially true if you use paid advertising or find a way to make your content go viral. Also remember that once a piece of content does go viral, it will be much easier for you to repeat the process.

7.      Product promotion

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Previously, we’ve mentioned that social media shares don’t count as regular links, however, sometimes all it takes is for you to pique the curiosity of your audience. If they keep hearing about you over and over again, they might want to learn more, which will make them look you up on Google, YouTube and even Wikipedia. They might look up some reviews and even visit forums and subreddits where your brand is mentioned. Overall, social media activity might indirectly enhance your social media presence.

8.      Local searches

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Most social networks use the user’s location as a context-formatting factor, which is why, when you use an industry-related keyword, you’re a lot more likely to get a local result. This is especially important in the retail industry due to the fact that, according to numerous surveys, 78% of local mobile searches result in offline purchases. As much as 71 percent of these people are just looking for directions and want to check the physical address of a business that they’ve never visited in person, before heading out there for the first time. If you provide this information on your social media and if people in question do follow you on social media, this can be done the other way around, as well.

In the end, you need to understand that you’re not doing SEO for the sake of SEO but are, probably, actively trying to increase your digital footprint. In this regard, everything you do on social networks matters. If you worry about SEO in the traditional sense, there’s a clear correlation between one’s social media activity and their social media rank. In any way, it’s definitely worth the effort.

About Diana Smith

Diana Smith is a full time mom of two beautiful girls interested in SEO and Social Media related topics. In her free time she enjoys exercising and preparing healthy meals for her family.
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