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3 Reasons your social media strategy can help your SEO efforts

3 Reasons your social media strategy can help your SEO efforts

3 Reasons your social media strategy can help your SEO efforts

While they may seem polar opposites on the digital marketing spectrum, Social Media and SEO have more in common than you think. Both require constant monitoring, updating and consistency and both bring high quality, organic traffic to your website. Most importantly, they both should be the two biggest drivers of traffic outside of paid advertising.

 

With so much in common you would think that they would be intrinsically linked. However plenty of marketers still debate the effect social media has in helping your SEO efforts.

 

You can see why.

 

The big G wants you to stay on its platform. That much is obvious. The longer you stay on Google the more you use only its products and services. To them Facebook, Twitter, Pinterest etc are direct competitors to their biggest revenue stream – advertising.

Some marketers argue that because social media accounts can be manipulated (eg. followers purchased) Google uses this as a reason to distrust the profiles – and the platforms.

 

However I believe they are looking at the wrong metrics.

 

In my opinion Social Media can have a massive influence on SEO and help you boost a new website up the search engine rankings.

 

According to Searchmetrics’ 2016 Rebooting Ranking Factors White Paper:

 

“The correlation between social signals and ranking position is extremely high, and the number of social signals per landing page has remained constant when compared to with the values from last year’s whitepaper. … The top-ranked websites in Google’s rankings displays vastly more social signals than all other pages…. This is primarily due to the overlap between brand websites performing strongly in social networks and being allocated top positions by Google.”

 

Yet, Matt Cutts (Google’s former head of web spam) put out this video explaining that social media does not have a direct effect on rankings.

 

https://youtu.be/udqtSM-6QbQ

 

For me, the answer lies in the correlation of the two. Directly, no social media might not have an effect but indirectly is definitely does.

 

Here’s Why.

1. Dwell time on your website

 

Number #2 on the Goggle’s ranking factors list researched by Branded3 is Dwell Time. This means that search engines take into account how long a user is on your website.

As a general rule of thumb, if a customer is spending a long time on your website, then you are answering the query or question of that user.

 

 

Search Engines love this and will reward you with higher rankings.

 

But how do you get customers get onto your website so they can ‘dwell’ if your website is new and doesn’t get organic traffic yet.

 

Social Media.

 

Driving traffic to your website through social media gives the opportunity for search engines to see that your content is good. Once this happens they will start testing it out on higher rankings.

 

Of course your content has to be good and your user must interact and love your website for this to take effect.

 

2. Encourages websites to link to yours.

 

Another important factor is the amount of relevant, quality websites linking to your own website.

 

Search Engines love when other highly trusted websites link to yours. An example of a trusted website would be a news website, 9 news, the west etc.

 

These websites have been around for a long time and have built “trust” with the big G so if they link to you it is a positive sign in the eyes of Google that you’re doing something right.

 

If these long standing websites trust you enough to link to you, search engines will be more likely to trust you as well. Thus rewarding you with higher rankings.

 

Social Media increases the chances of someone finding your article, infographic or video and wanting to share it with their audience on their website.

 

3. Social Media Channels Are Search Engines.

 

Nowadays, everyone doesn’t just use Google and Bing to search for stuff. In fact social media is often used to search for things like travel tips or recipes.

 

For example Pinterest is big for searches that include “best things to see in insert: city”. These searches include an engaging image that directs them to the blog to read more.

 

Moreover if someone is thinking of engaging your services for a local business, it’s likely they would use Facebook to check what other customers say about the business.

 

Also don’t forget Youtube! The second biggest search engine in the world. Strategically optimised videos have MASSIVE potential to drive qualified, ready to buy customers to your door.

 

Companies need to expand the concept of SEO onto their social media profiles and ensure if a customer is searching for their brand on Social Media the right profile comes up first.

 

Wrapping Up

 

Google claims they ignore social media signals, and yeah this may be true at a surface level. But what marketers need to look beyond is just counting likes and shares, and begin to look at the metrics that really push SEO rankings. And use these to design campaigns that can actively help increase rankings.

 

The positive effects social media can have on your overall online strategy is huge but only when you take into account all the other types of online marketing mediums.

 

Social Media and SEO are made to go together and help your business thrive.

 

Author:

Chris Dinham is the co-owner of Summit Web a digital marketing agency specialising in generating leads and sales for your business through search engines. He often speaks about SEO in free events held around Perth. An avid surfer and lover all things that involve travelling.



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