What the heck does social media have to in relation to SEO? At MWI, GO! we get lots of questions from our customers who are currently or are considering becoming clients. Social media is a rapidly growing marketing channel that most companies have only started taking advantage of in the past few years, however it’s very important to leverage particularly if you’re investing funds into SEO. Setting up and managing social media accounts are important for supporting SEO efforts, even though the benefits are not immediately evident. Here are five reasons why social media is important for SEO.
1) Social Media Signals
It’s no secret that Google, Bing and other major search engines are using online dialogue as part of their ranking algorithms for some time now. When people tweet, like, comment or share a piece of content that is known as a social engagement. The more social engagements a piece of content has, the more social signals you send to your website. These social signals are used by search engines to determine the quality of content. It’s a way of evaluating what content people find useful and what their algorithm determines to be of high quality. A piece of content could be quickly indexed if it’s receiving a lot of social engagement.
2.) Link Building
It’s long gone from the moment when you could simply solicit links from other websites. With the advent of Google’s Panda and Penguin algorithms SEOs are now forced to do link building the old fashioned way by creating high-quality content that is worthy of linking. How do you get in touch with sites that would be willing to link to your website if asking them directly is considered an “unnatural” link building practice? Social media is the answer. Social media allows you to expose your content to of the right people, who could be attracted to link to it when it’s worthy of linking to. People who be able to share your content with their networks which will increase the impact of your content.
3) Content Amplification
You can create all the good-quality content that you wish to however it will not gain any traction without amplifying it. Marketing via email is an excellent method of amplifying content but it’s only going to be able to reach the people on your list of marketing contacts. You can reach new audiences through social media. If you publish your content to your followers, they will be sure to share it with their own followers in the event that they find it helpful. These people will then be able to share your content with their followers, thereby increasing your reach. As a result, you get lots of relevant traffic including inbound links, social signals , and brand awareness – all of which are utilized by search engines to determine the quality of the content.
content amplification lifecycle
4) Brand Awareness and Signals
Search engines use brand image and recognition to judge the credibility of your website and how trustworthy it must be in their ranking algorithms. Social media can help build an image for your business and also boosts the content you publish. Google calls this co-citation. Building these co-citations through social media can help increase Google’s trust in your company site, as well as aiding by using branded search terms.
5.) Social Indexing
Search engines have been indexing social media sites for a few years now which means that they show up in search result pages. This allows your brand to appear in search results for brand-related queries, which aren’t only restricted to your business’s website. However, it’s even more than that. Individual tweets on Twitter were initially indexed and included in search results as well providing another method to get your content noticed in search. That was only temporary for a few months, until Google made the decision to stop the service, and it’s still in place. Google will once again show tweets in search results, so it’s important to leverage it for getting your content ranked.