For many business owners new to the world of digital marketing, there is often a common misconception that SEO and social media are separate entities, each operating in their own world with distinct goals. SEO and organic social media marketing work together to create value and provide relevance for your audience. Any good digital marketing strategy should do its best to have both SEO and social media working together, in tandem. In this article, we will look at five ways that SEO works together with social media to bring more visitors to your site.
1.) Social Media Allows for Content Promotion
The first way that social media can (indirectly) help your search engine ranking is through content promotion. We might write, film, or record tons of great quality, keyword-optimized content but still not get many eyes and ears consuming it. Social media allows you to take the quality content you have worked hard to produce and promote it on several channels.
Social media is the easiest and most effective way to push out your SEO-based content. While the incoming links from your social media shares don’t have the same impact as authentic links from high-quality sites, they can influence your bounce rate and time-on-site engagement. If your content is good and people stick around to read it, those engagement metrics communicate value to search engines. Your goal should be to turn your best organic content into social media content so you can then encourage engagement and drive traffic back to your site.
2.) Social Media Encourages More Engagement
The second way that social media can improve your site’s SEO is through increased engagement. If somebody finds our content useful and shares it within a social media platform, this is not a ranking signal for Google or Bing. However, the good news is that engagement is!
If you take full advantage of social media to promote your top quality content, you want to keep in mind that engagement matters for SEO. Engagement helps to not only improve your online reputation but also to make connections and generate leads for your business. Content that gets tons of engagement on social media platforms will rank for the topics they cover. According to Moz, “to determine success, an algorithm looks at whether users engaged. If more people engage that’s a clear sign that their algorithm is showing this right content; if not, their systems will audition other content instead to find something that generates that interest.”
3.) Social Sharing Can Lead to Link Building
Social media can also lead to authentic, high-quality links from influential websites. Influencers use social media as much as (or even more than) anyone else. With your content out there on the same channels they’re on, there’s a good chance they’ll see it and link to it from their own websites or blogs. That kind of high-value link building from influencer marketing can be impossible to land at a high rate without social media.
Social media is also useful for SEO because it encourages more external sites to link to your content, and the more diverse external links you have, the more authority you’ll gain in Google’s eyes. The catch is that you have to have high-quality, authoritative content or you will have nothing of real value to attract links.
4.) Increased Brand Awareness Improves Your SEO Rankings
The fourth way that social media contributes to SEO is through increasing brand awareness. This may seem like more of a branding advantage than a specific SEO advantage, but the SEO benefit is huge! Increasing your reputation on social media, through increased engagement and publishing consistent, high-quality content, will lead to increased online brand presence. An ever-increasing brand presence will lead to more branded searches on Google over time. The more branded searches your brand receives, the higher it’s likely to rank for non-branded keywords.
5.) Google’s Partnership with Twitter
Finally, it’s important to acknowledge that Google has a partnership with Twitter. We do not know precisely what this means for the future of social and search marketing. However, we know it is common to see relevant tweets in the Google search results, for branded searches. Having your Twitter posts showing up in the search results does not impact your site’s SEO, but it can improve your brand awareness, authority, and lead to increased link building with other sites. According to the renowned marketer, Neil Patel, there are several ways one can take advantage of the Twitter/Google partnership with the most obvious one being to remember to tweet and to tweet often. As long as this partnership exists, user search will lead tweets (and Twitter hashtags) with similar keywords.
Although social media often works to improve your website’s organic rank in Google, it has the ability to serve as an invaluable tool over time! Whether it’s through content promotions, boosted engagement, more link-building, increased brand awareness, or taking advantage of Google’s relationship with Twitter, you will leverage social media to increase your organic traffic and conversions via search.
Leverage Marketing’s SEO and social media marketing teams are ready to help you improve your site’s traffic and engagement. Contact Leverage today to learn more about our services.
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