Search Engine Optimisation and Social Media are considered to be must-have components of any effective digital marketing strategy. Search Engine Optimisation (SEO) really is the grandfather of all digital marketing and social media is where our audiences come together, share and engage every single day. In this article we outline five ways you can boost SEO with social media.
The link between SEO and social media has been debated with Google announcing that Facebook and Twitter were used as a ranking single back in 2010, but then in 2014 Google’s Matt Cutts stated they were “currently” treated like any other webpage for search. That is, social signals like the number of Facebook likes or Twitter followers did not affect search rankings. But, just because Google says that it doesn’t impact search rankings now, doesn’t mean they never will.
Having said that, social media can still positively affect your search ranking through the following five avenues.
Five ways to boost SEO with Social Media
1. Quality backlinks
Whilst the science behind backlink ranking has changed over the years, the number of quality backlinks a website has is still an important ranking factor for search engines. Link building continues to be a widely-used tactic, and social media can be a channel for sourcing new links.
Social media is about sharing and encouraging engagement with your content. The more engaging your content the more people will share it and the likelihood of people linking to your content will increase.
2. Increase the visibility of your content
The whole point of content is to gain visibility for your brand. Social media allows you an avenue to share website and blog content to encourage engagement through sharing and/or discussion. Social media channels are effectively search engines too. People don’t just look things up on Google and Bing, they are using social media to find what they’re looking for. Neil Patel even goes so far as to say “search engine optimisation includes the search that happens on social media search engines”.
3. Social Profiles in Search Engine Results
Your social profile definitely influences the content of your search results, even if social share may or may not affect your web page’s position in search listings. When you search McDonald’s, their twitter feed is displayed as the second organic search result and Facebook as the fourth. Additionally, their profiles are clearly featured on their Google My Business listing.
4. Build brand awareness
The bottom line is the more engagement you have with your content on social media, the wider the reach and therefore will increase your reputation on social media. This all translates into increased online brand presence and therefore more branded searches on search engines. The more branded searches, the higher it is likely to rank for non-branded keywords. This all comes back to the necessity to give your audience a quality experience.
5. Engage with the local community
Social media is a great avenue to engage with the local community, and thereby give search engines local-specific authority signals. The two easiest ways to do this is posting updates when your brand is involved in a local event and interacting with other local brands on social media.
A social media marketing campaign should align with your overall marketing strategy and align with your SEO strategies. Ultimately it all comes down to giving your target audience a better experience. You can boost SEO with social media, the better experience you offer, the higher you are going to rank on Google.