Taking Advantage of SEO in Social Media
Although social media does NOT directly contribute to your SEO ranking, your efforts on social media can help increase brand exposure in different layers than common website services.
Gabriel Ruiz
October 24, 2022
Although social media does NOT directly contribute to your SEO ranking, your efforts on social media can help increase brand exposure in different layers than common website services.
The links you share on Twitter, Facebook, Instagram, etc., may help your brand get more exposure, but Google’s algorithm doesn’t see them as a ranking signal.
At first glance, SEO efforts on websites and social media do not go hand in hand. But, on closer inspection, you can't run at full throttle without having one with the other. That’s because both channels are critical for product discovery, research, and helping people make decisions.
How Social Media Impacts your SEO
As we mentioned earlier, social media and the content you post on it don't help your SEO ranking; on the positive side, the links you post to your networks can help in different ways that DO end up intervening in your SEO.
Increase brand recognition
Longer lifespan of your posts
Improve online visibility and organic traffic
Greater distribution of content
The noise your posts make on the social network can help you with all of the above.
With an ideal campaign and high quality content, you can simply reach your target audience to be able to link them to your website, where once they enter, they can help you with your traffic and your ultimate goal, which is to sell a product or service.
According to CognitiveSEO, “after analyzing 23 million social media shares on selected platforms, they discovered an equivocal link between social shares and SEO. The shares, likes, and comments your posts receive are vital signals that Google and other search engines use to rank your website.”
Although the links are helpful, Google doesn't count them as it would a link from other authority sites.
Social media profiles consistently rank among the top search results
Social platforms' profiles are often in the top places of the results page of your search query, following any brand’s website results, all these thanks to the search algorithm. This is vital for your digital marketing strategy. Having a well-fed social media platform can burst the confidence and loyalty of your customers.
For example, if you search for a fast food brand, probably the first result on Google is either their website or their Facebook, Instagram, or Twitter page.
Nor can we forget the factor of ratings on your social networks because if you have a good rating on Facebook (4 or 5 stars), this result will appear in Google under the social network link. It can serve as a confidence boost for potential customers and will be good for your brand.
Google Analytics highlights social media as a traffic source
Again, while it may not directly influence your SEO rating and ranking factors, the more you learn about social media traffic to your website, the more you can define your strategy to get the most out of this sector.
Google Analytics has its own section for analyzing users who visit your site through social platforms. This is where you can see the main data that will help you improve your strategy: age and location of users, the time they usually enter your website, the time they spend browsing your site, and which pages they enter, etc.
It is essential information to know how to attack your social media sector and be able to interest more people to enter your site.
How to Optimize your Social Profiles for SEO
It is not really a laborious task, but you will see that it will give you positive results sooner rather than later.
It will help increase your visibility in the SERPs. Also, it will help users to know more about your business, hours, attention, location, etc., everything you want your users to know, and what you think can be useful when they are looking for something.
It will also help you to appear in the searches of people looking for something specific that you indicate on your social networks.
Fill out your social profiles with as many details as possible
This will come as no surprise. The more concrete information you have in your social networks, the more it will help you both with your customers and in possible Google searches when someone searches for your business or something related to it.
Some platforms have much more information value than others for you to fill in your details For example, Facebook’s “About” section(s) are vast, against Instagram’s minimalist Bio section.
Either way, you can fill both with the most important information about your business in order to stand out from the competition.
Integrate keywords into your profile and posts
Social media at large is becoming more and more search-oriented. This is where keywords come to the rescue.
Doing keyword research is a good idea to find potential topics to post about and optimize your content for visibility. You don’t have to optimize every single caption or description that you write. Less is more.
Use links that lead to your site
Your own links shouldn’t be the only source of your social content, but they should help you get more traffic to your website.
From blog posts and promotions, etc., be sure to use links that lead to sections of your website other than your home page, so you can check the interest of users in the content you take them to, and check if they go to the home page or other sections of your site to see if you have earned their interest with a good quality site and content.
If you still have doubts about whether a social media SEO strategy – or social media in particular—can help you generate more traffic to your website, that means sales; you can check out these statistics compiled in the 2021-2022 cycle, the social media news:
54% of social media users research products on the platforms.
Social media users overwhelmingly trust other users’ product and service recommendations over those of celebrities.
71% of consumers who have had a positive experience with a brand on social media are likely to recommend the brand to their friends and family.
Consumers are 6x more likely to buy from a product page that includes pictures from social media, ie. content that shows real people using the product.
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