Social Media and SEO – Is there a link ?
Imagine the impact on your website by combining the marketing qualities of social SEO? The link between Social Media and SEO is something you need to discover.
Search engine optimization (SEO) is a type of inbound marketing strategy. On the other hand, social media connects people, giving you a wide platform to perform your marketing activities.
At first glance, you may not think there’s a connection between social media and SEO strategies. Can you rank higher with social SEO? Read on so as to find out.
Social Media and SEO
Social media has an impact on SEO. The more interaction and social engagement that your platforms have, the higher the ranking that your site will have on the search engine.
Backlinks shared via the social media posts lead to a higher ranking for your site. The links to social media sites are treated just like other site links by Google. Therefore, it is important that you engage in social media marketing, as this is also considered in the social media optimization (SMO) algorithm.
Google also pushes companies that do not engage in marketing further down the SEO ranking. Bing is second to Google when it comes to being the most-used search engine. They have clearly stated that they consider the social presence that a company has and look at the number of their following and followers.
Benefits of SEO
A customer may be searching for a product or service that you provide and a quick online search will give them the results. The top-ranked results will be among their first considerations when they are to make a decision. SEO has a high return on investment and the following are some of the ways in which you can benefit:
- SEO helps in increasing the visibility of your brand by having a higher rank in the search engine. If you do a quick search of a company, it is likely that their social media profiles will appear amongst the top results.
- Trust is built when your brand comes up after the customer searches using the keywords, and your site comes up as a top result.
- SEO has relatively low costs, compared to AdWords and PPC. More traffic is also brought about by the SEO efforts and you do not have to pay per click.
- There is usually an increase in traffic whenever you put in the effort to do SEO.
- The effects of SEO are long-lasting. Unlike adverts whereby you get no exposure when you stop paying, it is not easy to have a top search rank taken away. What you would have to do is maintaining that position.
Social Media Integration
Every company knows the importance of an integrated marketing communication strategy. With the increased use of social media and the impact it has on branding companies, it is important to have social media integration.
In case an activity happens on Facebook or Twitter, Google does pick that up and the social media websites are returned to the search results. Do not be left out while your competitors are engaging in SEO. You would also want to be seen as a top choice by your target audience.
The use of quality content, SEO and public relations (PR) can be merged to achieve maximum results. The traffic shall lead to sales and you can maintain a good relationship and reputation by easily passing and receiving messages from the customers. The content you share can be used to engage, educate or inform the customers.
SEO and social media both have the same goals, which include: increasing traffic and conversion rates, building brand visibility, bypassing competition, and bringing more customers. Therefore, if you run a plumbing business, you will have to combine SEO and social media in plumber advertising to stand out from the rest.
In case you need expert assistance, you can hire the services of a digital marketing agency. This will not be considered as a blunder because the cost will enable you to get good results. There may be many plumbers and growing your business with SEO will help you achieve great results.
Facebook is the most-visited social media site. The techniques that you can apply to increase the ranking on your page on Facebook and other search engines include:
- Using the best Facebook page name.
- Using a vanity URL, which will help you boost your Facebook SEO.
- Placing the keywords in strategic places, such as the ‘About’ section of the page.
- Optimizing the Facebook page status updates for SEO
- Including your local/ physical address. Most businesses include their address and the map that shows clear directions. Google takes into consideration the extent to which companies share information to customers and this helps in boosting the search ranking.
- Include links and plug-ins to your Facebook page. This increases the credibility of your company and also boosts both your website and Facebook page.
- Add links of your site on your Facebook page.
How to Use Social SEO to Increase Your Rankings
There is an undeniable relation between social media and SEO ranking. Their combined use is what is currently being referred to as social SEO.
You would not want to be that marketer or company who constantly spams the inbox, timelines or feeds of your target audience. You have to communicate effectively and efficiently. To have a successful impact, maximize social SEO by doing the following:
- Focus on the quality of your posts. You need to provide a cue to your audience and quantity is not how to do it. Flooding their timeline may lead to them ignoring, blocking or unfollowing you. Content is king and if you plan your posts well, you shall rise higher in the search engine results.
- Use paid promotion to boost your SEO efforts. Compared to organic promotions, paid promotions have a wider reach and impact.
- Include links in your social posts as they also send ranking signals to the web pages.
Social SEO Is a Perfect Marketing Tool
Social SEO is continually on a steady rise and the dynamics now make it be considered as the new marketing tool.
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
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
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
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
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
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
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
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
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.