How does your social media marketing strategy affect the SEO of your business?
Today, we’re raising the curtain on social media SEO by separating fact from fiction about how these platforms really impact your SEO results.
It is common knowledge that social media is a powerful avenue of marketing and that SEO is an essential element for marketing success.
Both build awareness of your brand by spreading your content to new eyes based on your audience’s internet activity.
Both can increase your user base and affect how often customers shop online or even visit your store.
But how these two marketing approaches affect each other often remains unclear. How powerful are keywords used in social media content and links in social media determine the site’s authority in calculating SEO page ranking?
Does having an active and engaged social media following improve your SEO ranking on Google?
Social media links and likes drive traffic to your website
Social media doesn’t count towards backlinks and site authority calculations, but links are still powerful for their primary purpose – driving traffic to your website.
If your social media posts are catchy and inspire clicks to your website, website traffic is real. The more page visits, readers and conversions you can earn through engaging social media campaigns, the more traffic your site will see and the greater your site relevance and authority. As such, social media SEO has a place in your overall marketing strategy.
Reposts on large networks spread the effect
Likewise, there is a direct correlation between repost and SEO results in terms of traffic and relevance.
It’s not the republication itself, but the result – greater exposure to a larger social network – that provides the benefit. The greater the (active) network for each republication account, the more exposure and traffic the posts, links and website will earn.
Social media links can be used as relevant links
A link shared on social media can also become a real backlink if someone sees it and decides to use it on their site. Many journalists, bloggers and scholars use information found through social media to write and share real content.
For example, a science magazine might see your tweet link to your product’s How It Works page. They link it in their article on similar technology, and your social media campaign just created a relevant backlink, not counting for your link score per se.
To sum it up, links and reposts aren’t a direct ranking factor in Google search rankings, but they definitely impact your social media SEO.
Social media does not increase the authority of the website
Google does not include the keyword saturation, content, or following of your social media page to calculate your website score.
Social media links are not backlinks, even if another account links to your site.
Social media friends and followers don’t give official “site authority” to your website or page rankings.
However, Google has admitted to considering certain elements of brand activity and user response.
A more alive and interactive brand on social media can see some small benefits in terms of SEO relevance. Google considers the difference between a “dead” brand and one that is active on multiple channels. Engaging with your audience on a regular basis is one of the most effective SEO tactics for social media.
Your social media business profile page can be ranked
Interestingly, social media pages rank for themselves, based on keywords and other elements on every single page. This means that your business profile page has a chance to earn its own page rank. A crowded social media page with recent posts and well-tuned home page content can earn you a second front page position for your brand if both your website and social media page rank well.
Your social media profile pages (one per channel) can also direct users to your website, services, tools, videos, or community discussions to boost SEO in other ways.
Social media increases the activity of existing customers
One of the essential elements of social media marketing is to engage with existing audiences.
There is a current myth that social media is primarily an avenue for new customers. The new customers are great and your community can grow. But contest entrants and readers for your social media feed will be previous and returning customers. Ultimately, user activity is great for your social media SEO.
Engaging with your returning customers creates online activity, traffic and word of mouth that might not otherwise occur.
Returning customers tend to be calm and confident about their return. They come back, buy some stuff and disappear again. With social media, your brand’s fans have a place to put their energy and constant inspiration to come back to your website.
We know that Google considers traffic and different online activities engaged as part of the page’s relevance and site authority.
By building more business around your website with social media, you can improve your overall SEO results.
Social media influencers can impact your SEO
Influencers make a difference.
Shares with a widely networked account can take a dip in your website traffic, and links from other established websites can boost your backlinking score.
Therefore, it is recommended that you work with one or more influencers who can spread awareness and enthusiasm about your website and products. Share an audience, share links, and build a mutually beneficial marketing strategy to gain traffic and authority to boost your SEO by working with a social media influencer.
The right social media platform> Being on every platform
Do you want to have a concentrated impact on the SEO of your social media?
Focus on your top two or five social media platforms and don’t go overboard trying to be everywhere at the same time.
SEO works best when you focus your efforts. You don’t want to dilute your site’s SEO across a dozen different websites. Likewise, don’t worry about being on every social media platform.
Good social media marketing is about picking the platforms that work best for your brand and contain the largest number of audiences.
Good SEO marketing is about focusing your traffic and business on one website and a few key pages for best results.
So choose your best social media platforms. For each, optimize your content and posts to build engagement with that community and refine your profile pages for the best possible SEO authority pointing to your website.
When it comes to social media and SEO, the right platform is always better than being on every platform.
We are here to help you develop an effective strategy
The bottom line here is that while effective social media marketing doesn’t take Google’s ranking algorithm directly into account, better SEO ranking can be achieved by secondary signals driven by your social media efforts.
The key is to develop and execute an effective strategy.
Ready to really get the most out of your social media campaign? Are you looking to improve your SEO with smart and forward-thinking strategies? Contact us today to start your marketing strategy consultancy to optimize results and get the best positioning of your brand page.