As an SEO we all have this question. Do search engines like Google and Bing use social media to authoritatively rank pages? Well, the answer not a definite yes!
As Google’s former employee and a part of the search engine optimization issues, Matt Cutts explained in a YouTube video released in 2014 “Social signals such as Facebook likes and Twitter followers do not affect search rankings”
This announcement was a bit confusing for the whole marketing community since just four years ago, in 2010, Matt had claimed that Social media is used in the algorithms that determine page ranks.
Coming back to our original question, Do Social media affects the SERP?
In this article, I will list out the points you can effectively use Social strategies to improve the efficacy of your SEO campaign and online marketing.
1. Social Media Content Gets Indexed
This should come as a respite to all the marketers out there who were rattled by Matt Cutt’s video. Google spiders do crawl social media pages. As and when they find something worthwhile, they get added to Google’s vast index.
Getting indexed is a very good start to being ranked on page 1.
Also, this does not mean that Google indexes every single tweet or mention on social media. As for any SEO strategy, the information should be relevant to the search queries that people make. For example, searches made for celebrities will return their social media profiles along with any dedicated websites.
2. Creates Link Opportunities
Backlinks are a significant factor when it comes to search engine rankings. The quality of a backlink is as important as the quantity. And sometimes quality backlinks could make or break your SEO strategy.
Content promotion through social media will put your content out there! As an increasing number of people read and share your content, the more the chances of it being linked to their articles, blog posts, social media posts and so on.. And if you are lucky enough the post could be reshared by an influencer/celebrity thereby increasing its likeability.
Popular social media sites such as Twitter and Instagram allow people to directly interact with brands and their executive officers. Any positive or negative opinion about the company will easily snowball into either a positive or negative engagement.
4. Helps Build Authority
Search engines algorithms rely heavily on a websites authority to rank pages. The authority of your page is directly linked to your page’s value. Search engines will rank a high-value page higher than a page with low value, just because they are programmed to work like that.
Authority of a web page or a site should grow over time, given that you continuously publish the best content and gain backlinks. Some years back you could have easily ignored the importance of social media for backlinking, but today social media is the largest (and mind you, free!) content distribution network.
Verge.com could be a classic example of building authority through Social media. Their LinkedIn page is very active in disseminating information about the latest articles. These articles are then shared hundreds of times by other people on their posts. This helps them in building authority over time.
5. Drive Traffic To The Website
Marketing guys are as sly as a fox and know how to use search engine ranking algorithms to their benefit. As we all can agree, organic traffic is one of the most valued ranking factors, sharing a post and linking them to your web page will boost the number of people visiting your website.
This is going to increase your rankings. Do not forget to include this point in your “Social-SEO” strategy. Share your posts on platforms such as LinkedIn, Facebook, Twitter, Pinterest and even your Whatsapp for business account.
Again Verge.com is an apt example as their outreach on LinkedIn created a significant amount of Organic Search traffic.
6. Increase Brand Awareness
Social media is the best tool for promotion: for individuals and brands alike. Countless people have built a brand for themselves on social media platforms such as Instagram, YouTube, and Facebook. Some of them have even become multi-millionaires.
Shares and likes on any of the platforms will increase brand visibility in the eyes of the masses. This increased brand awareness will lead to more sales and organic searches for your brand will increase. This, in turn, will lead to better search engine rankings.
Bewakoof.com a local fashion wear startup brand from India used Instagram to create and share memes. The follower count increased so did their business revenues. Having brand awareness is crucial for companies that are just starting.
7. Boost Local SEO
Local SEO | Touching Clients
It is really important for local businesses to b able to feature on search engines. Small and medium enterprises generally ignore the importance of online presence.
With almost 90% of people searching for a business online before heading on to the shop, an absence from online searches is bound to hurt local businesses.
Google knows this and hence provides tools for businesses to be found online. It’s a business tool that allows you to share info such as the address of the store, phone, location and open hour.
” Dadi ka khazana ” a local food joint in India saw its business triple in 2 months after they used Google My Business tool. Google My business allowed them to have an online presence, engage with customers and find a place on google maps.
8. How To Optimize Your Social Profile For SEO
Now that we have established the importance of Social media for SEO, let’s work on optimizing your strategy
Social selling and social media marketing are sometimes used interchangeably but are not the same.
It leverages social media to nurture relationships and sell products or services.
Social selling allows your teams to target prospects, establish and nurture relationships with them.
It also helps (in a big way) when up-selling and cross-selling your products. Some businesses do not understand the importance of social selling and are still stuck with an age-old practice of Cold -Calling.
Social Selling | Forbes
Post-high-quality content regularly: use all platforms at your disposal to post content. You need to adapt your content for each platform for eg. You could convert your content into an infographic for Pinterest and Instagram. A video for YouTube
Include social share button on the blog: When posting blogs online, make sure that there is a dedicated button to share your post on social platforms
Optimize social profile: add links to your websites, blogs and do not forget to add links to your other social accounts. Generally, users will not want to miss out on following your brand on different platforms.
Engage with the audience: the biggest advantage of being on social media is interaction and engagement. Connect with people, answer their queries, address their complaints and acknowledge their love.
Measure performance: amidst all this do not ignore the statistics if your posts are falling behind on one medium then work a little bit on that. Check what your competitors are doing or missing out on.
Here is a list of 5 Social Selling tools. Check them out to and Thank Us later.