- Category: Search Analytics - September 2015
Many studies examine the relationship between social media and SEO. The result is usually a detection of correlation, but no evidence of causality. Find out how SEO can benefit from social media.
Each social network has its own search engine: Many users are already using social media today as a search engine. You search for hashtags, products or profiles. It is your job to be found in search engines with relevant terms.
Social media helps brand building: With SEO it is about becoming an authority on a topic and social media can help to achieve this goal. If users, whether on Google or social media, start looking for your name in connection with a certain topic over and over again, find and interact with the results, and are satisfied (low return-to-SERP-rate) , then you will slowly but surely, in the eyes of the search engine, be seen as an expert in this field. The consequences are better rankings for you, more users to your site, and ultimately more sales. Besides, although ‘social links’ probably have no direct impact on your SEO ranking, they make articles accessible to more people. And the more people read your article, the more likely it is that one of them links the article on his website. Hence, social media can indirectly contribute to link building, too.
Social content is good for SEO: Popular social content is often also good for SEO. For example, write a blog post with the goal of expanding your social media activities, then your SEO channel probably also benefits from the new content. Fresh, regular content of quality, that is liked to be shared on social networks, helps your SEO activities short or long term, as well. Many social links already get the drop on SEO links, simply because, via social media links, real visitors reach your website and this criterion is not to be underestimated.
Social media profiles are ranking in the search results: If a customer is looking for your brand in search engines, he will usually find your website. However, your social media profiles are also able to rank in the fore of search results. Some users even prefer these results, as they can find themselves in a familiar layout and selectively extract the information they need.
Social media content increases the commitment: The great thing about viral content is that it encourages interaction, whether through a quiz, an infographic or a video. If this commitment can be transferred on the very own website, a lot has already been gained in the field of SEO, because newly emerging ranking factors, such as the length of stay, directly affect the ranking in search engines.
Google and Twitter are working closely together: In order to find and index new content, Google also uses Twitter, but not only that: For a few months now the two Internet giants work more closely together. Google will then show tweets in search results by applying its very own ranking criteria. It is your job to meet those criteria and to ensure that your Twitter activity is successful, as only that way the SEO channel benefits as well. Not to mention that Google Plus is still important for SEO, even if it finds itself in difficulties. It will continue to change and certainly not be scrapped. In the past it was said again and again, having an active Google + -profile would help the SEO channel. Google + -contributions are, for instance, already displayed in the search.
Mobile phone users love social media: If you want to have mobile users on your website, social media is the perfect place to pick them up. Twitter for example is used by 80% on mobile devices and with the rapidly increasing relevance of mobile users for Google, a growing number of mobile users from social networks will help your SEO efforts, too.