Despite the fact that social media isn’t a direct ranking factor on Google, it certainly helps. This is why we’ve decided to outline four of the main ways that social media helps with SEO below.
So, how does social media actually help SEO?
1. Building An Audience
It doesn’t matter if you have the best product or service on the market, if people don’t know about it, you might as well give it up. Unfortunately, “Build it and they will come” doesn’t cut it in today’s competitive market, you must be proactive and reach people where they are.
Now, you may find yourself wondering where the majority of people can be found. The answer is social media. In fact, Facebook has almost 2 billion users. (wow!)
With the number of people who use social media, it’s worldwide reach and it’s ease of sharing, social media is a fantastic way to build your online presence and quickly build an audience. If you’d like to be found among the millions of websites on the world wide web, you’re going to need to up your social media game.
It’s also important to remember that click-through rates can impact search engine rankings. Social media marketing helps to build brand awareness and an audience, which significantly increases the likelihood that people will click on content related to your brand when it appears on Google search.
Here’s a great example, a search for 5 tips for successful blogging:
Due to the fact that Espresso Web are a growing and authoritative force in the digital marketing industry, I’m a lot more likely to click on their organic results than any other. Think about it: if you’re searching for “men’s trainers” on Google, would you be more likely to click on Adidas or the website of a random shoe company? Like it or not, people are a lot more likely to turn to companies that they’ve heard of, know and trust.
Social media is a really efficient way to help you build your brand and get in front of people who wouldn’t have found you otherwise. Once you start getting your share of clicks from your expanded audience, the higher you’ll start to rank on search engines.
2. Link Potential
This is simple… the more shares on social media you have, the more opportunities people have to see your content and link to it one way or another. A few years ago, many SEO experts assumed that Facebook shares were a good ranking signal and preached shares on Facebook would help rankings. Now, that isn’t necessarily true. It’s actually the links that can come from Facebook shares. People can find your post and then decide to link back to it, this shows that having popular content on social media can help to attract potential links.
Now, it doesn’t matter whether it’s Facebook, Twitter, Pinterest or another social media platform. If you make quality content that can gain traction on social media, you’re a lot more likely to gain links from other websites.
3. Branded Searches
It’s fairly common knowledge in the SEO industry that when people search your brand name with a keyword on Google, it can help you rank for similar keyword phrases. For example, if we have a lot of consumers searching “Espresso Web Web Design” and they interact positively with our content, Google will think that, since our page ranks well for “Espresso Web Web Design”, it would be a good result for just “Web Design” and place you higher for the keyword phrase “Web Design”.
Earlier this year, a fashion website, FashionNova rose from absolutely no rankings to almost 88,000 keywords over the course of a year. It was discovered that the only positive SEO ranking factors it had over it’s competitors was that the bounce rate of the website was much lower, and they had 6.3 million followers on Instagram.
We know that Instagram doesn’t have the best linking procedure, so what happened was hundreds of thousands of people were searching Google for things like “Fashion Nova Jeans” and other related keyword phrases. This allowed Google to understand more of what people wanted when they searched for a particular phrases.
If consumers interacted with the FashionNova website in a positive way, which ranks for “Fashion Nova Jeans”, then over the course of 100,000 search queries a month for the phrase “Fashion Nova Jeans”, you can imagine Google would eventually have thought a particular web page would be a good match for the phrase “Jeans” as well.
4. Aids With Promotion
We understand that this article has mostly focused on Facebook, but it’s important to remember that having a presence on YouTube can really aid with promoting your business, products and services online.
Actually, YouTube is the second most-searched search engine in the world. Compared to Google, however, most of the searches on YouTube have low commercial intent. It’s still possible to use YouTube to positively influence the performance of SEO. You’re able to create videos to promote your brand, products or services which, if done correctly, can lead to people linking back to your video. Your videos also have a chance to potentially rank in the SERPs (Search Engine Results Page).
Generally speaking, the majority of people using social media aren’t thinking about work. They’re thinking about their interests and hobbies instead. So, if you can take a different approach such as creating content which is humorous or outside of the general services you offer, you might find that you’re receiving more engagement.
Nobody knows whether or not Google will increase social media signals in its ranking algorithm (we’re not even sure if Google do yet!). Regardless of what the future of Google search holds, it’s very clear that social media can help your SEO efforts, in one way or another.
Ultimately, SEO is all about advertising and promoting your brand, products and services online, and social media platforms are a fantastic way to project your content to the masses.