Social media and SEO may not overtly look like they can influence each other. Social media platforms focus on shareable content while SEO is used to maximize traffic and engagement on a website by improving that website’s ranking in Google’s search engine rest.
On top of that, Google revealed in a video released in 2014 explaining that it does not consider a strong social media presence as a factor when it comes to ranking on its search engine.
However, that does not mean that the two are not related or that they cannot boost each other. If you look directly at what kind of websites rank higher on Google’s search engine, you will see a clear relationship between social media and SEO.
An experiment conducted by Hootsuite in 2018 found a relationship between social media and SEO when they discovered a 22% increase in reach among websites that effectively used social media’s shareability features.
What this means is that even if there is no direct link between social media and SEO, websites that rank on Google’s search engine results page (SERP), tend to have a strong social media presence as well.
How does social media help SEO?
While SEO is traditionally meant to help websites rank higher on SERP’s, the truth is that today social media profiles can be modified to include SEO as well. In fact, a properly optimized social media page can help push your brand forward and your business ahead. Read this great guide by Hubspot – https://blog.hubspot.com/marketing/social-media-marketing
An effective business marketing strategy has to include SEO management of not just your website, but your social media profiles as well. The main reason behind this is that social media platforms have turned into the most often used content distribution channels. With millions of users spread out all across the world, social media will increase your brand’s visibility as well as improve engagement and reach.
How do you achieve better SERP rankings using social media?
The more quality content you generate on your social media profiles, the more likely they are to be shared and gain traction. Social media, much like SEO, is a game of consistency and diligence. When you create content relevant to your brand that is shareable, you increase your visibility by becoming accessible to more and more people.
When it comes to developing a reputation as well as loyalty, people generally tend to trust those brands that are recommended by their families and friends. This means that your social media content, when shared among family and friends, can better generate both brand reputation and traffic for your website.
Optimizing your social media channels also means that you have to prominently include your website’s information on your social media platform. That way, people can link back to your website, and you can get increased traffic.
When this happens, Google will automatically start to rank your webpage higher. The more relevant you become and the more traction you get, the higher you will be ranked. That is why the brands at the top tend to be people who are both reputed as well as authorities in that area. Social media profiles also appear in SERP’s these days, so their relevance when it comes to online marketing cannot be underestimated.
How do you effectively incorporate social media into your SEO and marketing strategy?
Now that we have seen that SEO and social media can work together, the next step is to figure out which SEO and social media strategies will work best for your brand.
Once you have built your website and social media profiles, the next step is to make sure you have a consistent brand image and voice throughout them all. You should also develop a content calendar and have a bucket list of content optimized for different channels and ready for use.
Here is how you use social media to boost traffic conversion and website engagement:
- Develop a consistent purpose across your content: This means that every content you create has to be designed to sell your product. While posting consistent updates is important, unless that content links back to you in some way, it becomes useless. This is highly important when it comes to social media because you have a limited time period within which your target audience will see and scroll past your content. So when your content catches someone’s eye, there has to be a call to action which informs them about your website and product.
- Create consistent sharable content: The more shares you get across various social media platforms, the more likely you are to gain traction on your website. Aside from posting content directly on to your social media channels, another trick you can try is to develop content on your webpage, and then make that sharable using social media buttons. When you later share this content on your own social media platforms, you can gain an advantage when it comes to generating traction. Quality articles and listicles catch are often shared on social media, and this can help you create conversations and boost engagement.
- Build Contacts and Conversations: You must regularly engage with your customers, especially when they have queries. Social media platforms are organic in nature, and the more effort you put into expanding your name, the more traction you will get back. Using hashtags on Twitter is an effective way to spread the info about your brand, especially as hashtags can work very similarly to SEO keywords.
- Think of a long-term social media strategy: The interaction between SEO and social media is a continuous one. You cannot use your social media channels for a few months, generate a following, and expect continued followers once you stop using it. You should have a long-term strategy based on market research to make the best of SEO and social media.