How social media contributes to SEO @ Bravesight
How social media contributes to SEO
When looking for ways to grow your business, there are some absolute essentials. SEO and social media are generally among the top options, but are they related? Although Google has said on YouTube that social media doesn’t affect your SEO, there is extensive research showing a clear link between the two. That video is also a few years old now, and the search engine giant is an ever-changing beast.
Google’s algorithms decide what ranks well and what doesn’t. While it’s impossible to know all the secrets, we do have a basic understanding of how it works. Google has confirmed that links from social media platforms such as Twitter or Facebook are used as ranking signals. That’s because it shows whether people like the content or not. However, they don’t use them as ranking factors.
Getting good feedback on your social media doesn’t mean that your website ranks higher in search results. Although social media isn’t a ranking factor, that doesn’t mean that it has no impact on your SEO. Social media can massively increase your backlinks, which does help your ranking.
Potential for Links
Backlinks are links to your website on other platforms, for instance, if someone else links to your website in a blog or a social media post. It’s a well-known fact that links are one of Google’s most significant factors when ranking websites.
If a website has been linked to many times, especially from credible sources such as news sites, it tells the search engines that it’s reliable and a good source of information. Google has said that backlinks from social media, such as links to a blog post, don’t count towards your SEO. However, it’s a fact that content that is shared across social media results in more traffic to your site. That gets noticed and rewarded.
The latest social media statistics show that there are 3.78 billion social media users in 2021. https://www.oberlo.com/statistics/how-many-people-use-social-media – that’s nearly half of the world’s total population. That makes social media arguably the most effective marketing tool for small businesses. It allows you to showcase your content to a vast audience and helps businesses form relationships with their followers.
Will posting on social media help your SEO? Well, not directly. But is it useful? Definitely!
A brand such as Nike might post on their Instagram with 145 million followers that they’re running a sale. Out of 145 million people who see it, 2 million could decide to head to their website and buy the shoes. Although Nike’s post on their social media channels didn’t help their SEO directly, it still drove a massive amount of traffic to their website.
The same can be said for smaller businesses. Blogs are a great way to add fresh, crawlable content to your website and a lot of businesses use social media to help get their blog posts noticed.
Let’s say a well-known lifestyle reporter is writing about ‘Things to do in Whakatane’. They do some research on Facebook, looking for top-rated accommodation in the area, and your Airbnb pops up. They like its look and decide to add it as one of the ‘must stays, with a link to your website. You’re likely to receive a whole lot of attention from this.
If you hadn’t posted on social media, this opportunity would have been lost. The backlink from that article will boost your SEO, which again wouldn’t have happened if you hadn’t been discovered through Facebook.
Connections and trust
Social media is a great tool to drive brand awareness, and click-throughs are important. That’s why it’s a great idea to post your blog links on your social media channels. Just adding a little blurb or excerpt with the link will drive people to your website. And above all else, social media is beneficial for connecting with your audience. It indirectly helps boost your online visibility and traffic.
People’s buying decisions are often based on emotion, and creating a relationship with your followers is one of the best ways to gain their confidence and trust. When you produce valuable and authentic content and engage with your audience, people will see your business as trustworthy and reliable. Over time and with the right strategy and sales funnel, you’ll turn viewers into buyers.
The User Experience
Social media can also help you rank higher for keywords. Say someone sees your ad for dog toys on Instagram. A couple of days pass, and then they remember your business and decide to check out your products. They search ‘your-company-name dog toys’ into Google and then decide to buy some of your products.
The customer tells Google that they had a positive experience with you, and that little nugget of info will be saved for later. As more and more people buy from you, Google will recognize that people really like this company’s dog toys. Over time, the algorithm will assume that because you’re such a good fit for ‘your-company-name dog toys’, that you might also be a good fit for ‘dog toys’ and rank you for that.
The more people click on your website and have a good experience, the better your SEO will become. Click-through rates, bounce rates, time spent on the site, page loading speed, and the relevance of your content are all pieces of data that search engines use to rank content. There’s a lot to it.
Your Content Strategy
With the huge rise in social media users, it’s becoming apparent that it will soon become a more trusted source of information. Will Google start using social media as a ranking factor? Maybe. Can social media help boost your business’ SEO in other ways? For sure!
With regular, high-quality, and reliable posts on your website and across your social media channels, you will grow your customer base and form meaningful relationships with your consumers. You can use social media to establish yourself as an expert in your field and a trusted business in time. That certainly helps your SEO.
At our parent company, Bravesight, we know a thing or two about using online tools to boost your sales and building trust with your audience. We work with businesses large and small, and our talented team can help you create a content marketing strategy that will drive your business forward. If you’d like to know more, feel free to book a 30-minute catch-up over coffee.
~ Arron Edwards, Bravesight CEO