Everyone knows the importance of an SEO strategy.
But there’s one thing that many don’t realize can play a part: social media.
Despite this, the impact of social media on SEO is not something that any smart businessperson should ignore. In fact, taking advantage of social media is a great way to get a leg up on the competition.
But why? How? There are a lot of unanswered questions when it comes to this new marketing terrain. Because the world of marketing is changing so fast, it can be difficult for traditional marketers to keep up.
Luckily for you, we aren’t traditional marketers.
We’re SEO experts, and we’d like to share that knowledge with you. Keep reading to discover the impact of social media on your SEO, and how you can harness it to work for you!
What is SEO?
We said earlier that everyone knows the importance of an SEO strategy. And that’s true. But that doesn’t mean that everyone knows what SEO actually is.
If you’re going to understand the impact of SEO on social media, you have to understand how SEO actually works. So here’s what you need to know:
Basically, SEO is short for Search Engine Optimization. It has to do with where your website shows up on search results for engines like Google.
But, you might be wondering, how does a marketing strategy play into this?
You see, search engines have their limitations and regulations. And if you aren’t aware of them and actively trying to work with them, the less likely you are to show up on search results.
For example, let’s say there are two websites that sell cupcakes in Chicago.
One website uses the exact phrase “cupcake shop in Chicago” multiple times on their website. They have a blog that updates regularly and uses phrases like “best cupcakes in Chicago” and “where to get cupcakes in Chicago” regularly.
The other website has great descriptions of their product, delicious looking pictures … but the only say where they’re from in passing, and don’t have a blog at all.
Because the first website is using the phrases that people will google and is updating regularly through a blog, it will show up higher on google search results.
This is why an SEO strategy is so important.
Does Social Media Play into an SEO Strategy?
Now, here’s the catch: not the way you might think.
Backlinks affect SEO — in other words, the more people that link to your site, the higher up on search results you go. But it’s theorized that links and shares on social media don’t count as backlinks.
This is something that surprises even some SEO experts because it’s been assumed for a number of years that this is not the case.
Whether or not social media directly affects SEO is something that is widely debated. Every expert has their own opinion, but we have our own thoughts on the matter.
It doesn’t matter if social media shares count as backlinks. Even if it doesn’t directly affect SEO, there’s no question that it indirectly affects it.
You see, the impact of social media on SEO goes a bit deeper than this.
While there isn’t a direct correlation, studies have shown a positive relationship between shares on social media and actual backlinks.
How could this be?
Social Media Can Impact Your SEO in Ways You Might Expect …
Well, the obvious answer is this:
A person sees the link to your site and sees that it’s a good source of information. Later, they’re writing on their blog (or something similar) and they use you as a source.
That, unlike the actual social media post, definitely generates a backlink. And if it’s a popular blog, then that’s considered a high authority backlink, which is very important.
In other words, social media cultivates relationships. It gets your content out into the public so that it can be used.
There’s something to be said about being known by people. And social media certainly helps you in a big way when it comes to being known.
It all comes down to the “social” part of it. Social media is a place to make yourself memorable. Suddenly, you aren’t just a cupcake shop in Chicago — you’re a friend, someone who gives baking tips and shares fun pictures of cute cupcake designs.
And when people are suggesting things to their friends (or blog followers), they’ll think of you.
This is the most obvious way that the impact of social media is shown. But that doesn’t mean it’s the only way.
In fact, the impact of social media on SEO goes deeper than a lot of people and small businesses could ever realize.
And Ways You Might Not.
The impact of social media on SEO can come about in some very unexpected ways.
For example, shares on social media may not affect google search results, but they do effect YouTube. And that can be just as valuable — you’d be surprised how many people go to the video sharing site looking for information!
Also, social media encourages you to share third-party links. And when you do that, you create a relationship.
You can use that to your advantage. Share content from influencers on your social media, and you’ll start to get a relationship with that influencer. That will encourage them to share your website … and it will be mutually beneficial.
Are you still not seeing the impact of social media and SEO? What it boils down to is this:
This is the era of people-based marketing.
In other words, people don’t just want to blindly follow an add or something similar. They want to be engaged.
If you manage to engage them, they’ll respond much better to your content. And the better they respond, the better your SEO gets.
Now that you’ve got that, ask yourself this: what better way to engage them than on the social platforms they spend so much time on?
How to Harness the Impact of Social Media
So, now that you know how important the impact of social media is in SEO, you probably want to use it.
But how do you do that?
- Grow your number of followers. This has been shown to affect rankings since more people will be seeing your content.
- Optimize your posts for searches. Use keywords and make sure that you’re taking into consideration what your target audience wants.
- Increase your authority. You do this by encouraging sharing, which makes you seem like a more credible source.
- Engage with the local community. Use local hashtags and similar things to get involved in your area.
- Increase brand awareness. This seems more like a general marketing tip, but it can also do wonders for your SEO.
- Make sure to link to your site on your profile. This will make it easier for anyone who is curious about you to get more information.
- Use Pinterest. This is a specific social media platform that a lot of people overlook, but that’s useful because it makes your content searchable.
- Create a local listing. This is done by using Google+. It makes it easier for people searching for things in your area to find you.
- Have multiple platforms. This will give you multiple results on search engines.
These are just a few of the ways that the impact of social media can be used to improve your SEO.
Of course, you have to be doing all of this while keeping in mind what is right for you and your brand. While you’re doing all of that, it’s easy to feel overwhelmed.
That’s why …
You need professional help.
Taking advantage of the impact of social media on SEO is not something you can do on your own.
You need an SEO expert. Now, why does that ring a bell?
Improve & Grow is here for your company. If you’re looking for someone who can harness social media and other things to get you the best SEO rankings possible, we can help.
If you want proof of what we can do for a company, just check out our case studies. We have plenty of happy customers, and we’d love for you to join them.
You’re running a business. You’re busy. Even with all of this knowledge, you don’t have the time to dedicate to getting your SEO rankings up where you want them to be.
That’s why you should let a professional like us handle it instead. You focus on doing good work, and we’ll focus on making sure that people hear about it.
We think that’s something every business can enjoy, no matter how big or how small it is.