Many business owners may have a hard time understanding how social media shares can impact Google search rankings. The reality is that social media helps businesses to reach a wide audience leading to multiple SEO benefits.
By conducting proper social SEO, businesses can gain better backlinks, improved engagement, and better visibility. Additionally, understanding both social media marketing and SEO help in generating better content to perform better on any online platform.
Let’s discuss them in detail.
Impacts of Social Media on SEO
To be honest, the impacts of social media on search engines do not have a straightforward relation. For example, Bing considers social shares while ranking web pages. However, Google does not consider social shares as a direct ranking factor.
However, there is certainly some correlation between Google search engine ranking and social shares. Often Google search results show websites on top of their search results that have a good amount of social shares. Yet, we cannot assume that there is a direct relationship, but of course, there is an indirect relationship in place.
Social media helps businesses with content marketing and link-building efforts to help organic growth. Here are some ways to utilize social media to improve the SEO performance of a business website:
Social Media Increases Visibility to Aid Link-Building
Backlinks are one of the crucial ranking factors for Google. By acquiring quality backlinks, a business website can gain much domain authority and appear higher on search results. Social media can help a lot in this manner.
As businesses share their content on their social media platforms, more people will gain access to it. Thus, the business will see a boost in visibility. As the visibility boosts, more people will read the content and will link with it.
Besides building links, social sharing also improves credibility and demonstrates the expertise of a business through its content. Enhanced credibility can boost the SEO measures further and lead a website towards the top of the first page of search results.
In a nutshell, social media helps with content promotion, allowing other bloggers to find helpful content and link it to boost a business’s credibility. This makes the link-building process more diverse and requires less effort.
SEO Ranking Signals Improves with Social Shares
Social media may not directly be a ranking factor for Google; however, these platforms surely help SEO by improving metrics crucial for ranking.
Business owners can easily utilize social media to drive their website traffic. It helps both in increasing visibility and engagement. As engagement is a ranking factor for Google, better engagement can significantly improve a website’s search engine rank.
A business targets its optimum audience on social media by sharing relevant content. As these viewers click on those links to go to the website, they will find more helpful content according to their taste. Thus, they will spend more time on the website and ask questions. Therefore, Google’s algorithm will find it relevant to the business’s target audience and will show the website on top of search results.
The more people a business can bring from social media to web pages, the more engagement it can create. With engaging content, businesses can keep their audiences engaged, and search engines will bring the website on top.
Quicker Content Indexing
Before showing a page on search results, search engine spiders need to crawl the page to understand the content. This practice is known as indexing. Search engines conduct such indexing at regular intervals.
Social media shares make it possible to signal search engines to crawl a website faster for indexing. Once a business publishes content and shares it on different social media platforms like Facebook, LinkedIn, and Twitter, viewers will start to click on the link to read the content.
Therefore, Google will immediately get a signal that there is a new page that needs to be crawled and indexed. Thus, the waiting period before a page appears on search results gets slimmer.
Social Media Helps Improving Content Quality
When Google is ranking content on the search results, it considers bounce rates, click-through rates, time on site, and time on page. Business owners can check out these metrics beforehand by measuring and testing them on social media.
In this process, business owners use their social platforms as sounding boards. They can find out the social media posts that generate the most engagement and use these insights to organize their web pages. When target audiences love a business’s social media posts, they are more likely to love the website if it has the same outlook and tone.
Businesses can also determine what topics and topic clusters they can build by testing them out on social media. This will help the business to build relevant traffic to their website organically. As social media platforms are showing business owners what type of content their audience prefers, it becomes easier.
Social Media Helps in Building Search Demand
As mentioned above, social media builds engagement by bringing a targeted audience to business websites. Therefore, the site’s visibility increases significantly.
For example, if a business grows its brand awareness through a social media platform like YouTube or LinkedIn, a huge portion of people already know about the brand. Therefore, these audiences will search the brand on Google when looking for a solution. Therefore, the business website will be able to demonstrate its content without having many backlinks compared to its competitors.
Thus, social media presence can significantly increase the brand image of a business and create search demand on search engines.
Social Shares Help Determining Audiences for Businesses
Before a business can market its products and services, they need to be thoroughly aware of who its audience is. A business will fail to market its product properly if it is not clear about what its target audience is looking for and their feelings, beliefs, and desires.
Once businesses have their own social media channel, they get to know their audience’s general tendencies, where they spend most of their time online, and what they are looking for. Once businesses know this information, they can easily find appropriate keywords to target the most effective audience.
This way, businesses can generate different types of content and tailor them to target demographics. Then using social media platforms, businesses can fine-tune their content to offer the best value on their websites.
Social media and SEO may not be directly linked; however, social shares can boost SEO success. When marketing for a business, everyone wants to have the best possible results. Social media marketing can offer this elevated performance for SEO.
For many business owners, it may seem complicated to maintain multiple social channels along with their business website. In such cases, asking for help from social media marketing experts can offer them the most suitable results without spending too much money and effort.