Search Engine Optimization(SEO)
Although social media isn’t a direct Google ranking factor, here are four ways social media actually does help your SEO efforts.
- Potential for Links
- Build an Audience
- Branded Searches
- Helps Promotion
- The more shares on social media you have, the more opportunities people have to see your content and link to it.
- In this case study, a company achieved over 130,000 Facebook shares to a web page and shot up the rankings for keyword phrases that were competitive. It still ranks #1 (as of this writing) and is a really good example of a good content creation and promotion strategy.
- The author found the article on Facebook and then decided to link back to it. This shows that having popular content on social media helps to attract potential links.
- It doesn’t matter whether it’s Twitter, Pinterest, or Facebook. If you make high-quality content that gains traction on social media, you’re more likely to get links from other websites.
2. Build an Audience
- You can have the best product or service out there, but if people don’t know about it, you can give it up. “Build it and they will come” doesn’t cut it in today’s competitive marketplace. You have to be proactive and reach people where they are.
- And where are the majority of people? Social media. In fact, Facebook has nearly 2 billion users.
- With the number of people on social media, its worldwide reach, and its ease of sharing, social media is a great way to build your web presence and quickly build an audience. If you want to be found among the millions of sites on the web (and the 571 new websites being created each minute), you’re going to have to up your social game.
- The bigger your brand is and the more consumers trust you, the more likely you are to receive a larger share of clicks in Google. Social media can be a great and efficient way to help you build your brand and get in front of people who wouldn’t have otherwise found you. Once you start getting more of the share of clicks in Google from your expanded audience, the higher you will start to rank.
3. Branded Searches
- When consumers Google your brand name plus a keyword phrase, it can help you rank for similar keyword phrases.
- Instagram doesn’t have the best linking procedure, so what happened was hundreds of thousands of consumers each month were searching Google for things like “Fashion Nova Jeans” and other related keyword phrases. This enabled Google to understand more of what consumers wanted when they searched particular phrases.
- If consumers interacted positively with the Fashionnova.com web page — which ranks for “Fashion Nova Jeans” — then, over the course of 100,000 search queries a month for the keyword phrase “Fashion Nova Jeans”, you might imagine Google would eventually have thought perhaps that particular web page would be good for the keyword phrase “Jeans” as well.
4. Helps Promotion
- Although this article has focused mostly on Facebook and Twitter, we can’t forget YouTube.
- You can create videos to promote your content or brand, which can lead to links, and your videos can potentially rank organically in the SERPs.
- This is why B2B is a pretty hard sell when doing social media marketing in order to help SEO. Engagement is challenging for most B2B companies.
- Generally, people using social media aren’t thinking about work. They’re thinking about their interests and hobbies. So if you can take a different approach (perhaps creating humorous content or something outside of your service offering), you just might get better engagement.
Regardless of what the future holds, it’s clear that social media can, in fact, help your SEO efforts. Social media offers many long-term benefits.
Even if social media isn’t a direct Google ranking factor, it is one of the best ways to promote content and be found online. Which is, ultimately, what SEO is all about.