Although social media isn’t a direct Google ranking factor, here are four ways social media actually does help your SEO efforts.
1. Potential for Links
The more shares on social media you have, the more opportunities people have to see your content and link to it. Having popular content on social media helps to attract potential links. It doesn’t matter whether it’s Twitter, Pinterest, or Facebook. If you make high-quality content that gains traction on social media, you’re more likely to get links from other websites.
2. Build an Audience
You can have the best product or service out there, but if people don’t know about it, you can give it up. “Build it and they will come” doesn’t cut it in today’s competitive marketplace. You have to be proactive and reach people where they are.
And where are the majority of people? Social media. In fact, Facebook has nearly 2 billion users.
With the number of people on social media, its worldwide reach, and its ease of sharing, social media is a great way to build your web presence and quickly build an audience. If you want to be found among the millions of sites on the web (and the 571 new websites being created each minute), you’re going to have to up your social game.
We also know that click-through rates can impact Search Engine rankings. Social media marketing helps build brand awareness and an audience, which increases the likelihood that people will click on your brand’s content in Google’s search results.
The bigger your brand is and the more consumers trust you, the more likely you are to receive a larger share of clicks in Google. Social media can be a great and efficient way to help you build your brand and get in front of people who wouldn’t have otherwise found you. Once you start getting more of the share of clicks in Google from your expanded audience, the higher you will start to rank.
3. Branded Searches
When consumers Google your brand name plus a keyword phrase, it can help you rank for similar keyword phrases.
An example of this would be if you have a horde of consumers searching “[Your Brand Name] Jeans” and they interact positively with your content, Google would think that since your web page ranks well for “[Your Brand Name] Jeans”, it would also be a good result for “Jeans” and place you higher for the keyword phrase “Jeans”. If consumers interacted positively with your web page, over the course of a certain amount of search queries a month for certain keyword phrases, you might imagine Google would eventually think perhaps that particular web page would be good for the keyword phrase “Jeans” as well.
4. Helps Promotion
When you say social media, people automatically think of the core brands such as Facebook and Twitter, however you can’t forget YouTube.
YouTube is actually the second most-searched Search Engine. However, most of the YouTube search queries have low commercial-intent, whereas Google brings in all the converting customers.
But you can still use YouTube to positively influence your SEO performance. You can create videos to promote your content or brand, which can lead to links, and your videos can potentially rank organically in the SERPs.
Regardless of what the future holds, it’s clear that social media can, in fact, help your SEO efforts. Social media offers many long-term benefits.
Even if social media isn’t a direct Google ranking factor, it is an influencing factor.