Is Social Media Support SEO ?
The short answer to the question of whether social media helps SEO is yes, but not in the ways you imagine. However, for the most part, SEO experts talk past each other with respect to social media. This is because there are several types of relationships between social media platforms and search engine optimization. Each helps SEO in a different way…
2 : SOCIAL SINGNALS
3 : SOCIAL PROFILES
4 : SOCIAL BACKLINES
5 : BRAND SIGNALS
6 : LOCAL ENGAGEMENT
CONTENT PROMOTION : One of the most core functions of social media is content sharing — it’s the primary way users engage with social media sites. Irrespective of
whether it’s through photos, live streaming, or videos, it’s some form of content…If
you’re producing great content but it doesn’t reach your audience, all your hard work
proves to be futile. This is where social media plays a critical role: it empowers you to promote your quality content on news channels and to a fresh audience, giving a boost to your brand. While the links from your social shares may not have the same SEO value as backlinks from authoritative websites, they can influence on-site engagement and bounce rate. If you produce killer content, people will stick to it, and the resulting engagement metrics will send positive signals to search engines.
Google reviews bounce rates while sorting rankings because high bounce rates usually
indicate that a site has a poor user experience. If a user lands on your webpage from
search but immediately bounces, it indicates the content is probably not useful and your
page might not be a good result for that search. There’s no better way to improve your site’s authority than giving your audience a high quality experience, and that comes by delivering killer content. Social media provides another channel to deliver that content…
SOCIAL SIGNALS : The most commonly discussed relationship is social signals such
as Facebook “likes” or “shares” and Google Search Engine Result Pages (SERPs)
rankings. Time and time again, correlational studies have shown a strong connection
between the two. However, correlational studies cannot show that social signals caused
the rise in rankings.
What social signals can do is increase the visibility of a blog on a social media
platform. As social signals accumulate, more and more people will have the chance to
click through to the web page.
According to Google, traffic itself is not a ranking factor. However, backlinks from other
websites are one of the most important ranking factors. This is important because there
is only one way for your website to gain backlinks: a website owner or blogger must
know the article exists (assuming you aren’t engaged in guest posting or other outreach
link building methods).
Increasing traffic heightens the chances that one of these owners or bloggers will find
your article and then create their own blog, which includes a backlink to you..
SOCIAL PROFILES : Have you noticed that some of your recent Google searches
have resulted in the appearance of social media profiles? This is because, as Matt Cut
mentions in the video above, that Google crawls social media sites the way Google
crawls regular sites. This creates a chance for what is known as “SERP domination.”
Instead of taking up one place on the first page of Google rankings with your blog,
social media profiles present the possibility of ranking for both your blog and your social
profile. This makes it more likely that a user will click through to a page that is related to
SOCIAL BACKLINES : The importance of social backlinks to SEO is another area of
contention. On one side, SEOs point to the fact that backlinks boost rankings and social
media sites are crawled the same way that other sites are crawled.
Other SEOs point to the fact that social media backlinks are automatically considered
“No Follow” by Google. Links with a “No Follow” attribute will not contribute PageRank to
a website. The response to this is that social backlinks may contribute to other ranking
factors such as brand signals. At the same time, social backlinks create more avenues for traffic to flow to your blog. As mentioned earlier, this increases the chances of earning backlinks that do contribute “link juice” in the form of PageRank and other backlink-related factors…
BRAND SIGNALS : As early as 2012, Moz spokesman Rand Fishkin uncovered a
potential ranking signal known as “co-citation.” Co-citation occurs when the same brand
is mentioned on two different websites, but there is no hyperlink between them. Instead,
both websites link to a third website, which does not mention the brand.
Beyond co-citation, recognizable brands get preferential treatment on SERPs. Search
Engine Journal found that when a SERP returns similar results, 70% of people choose
the website with the most recognizable, authoritative brand. Social profiles help establish a brand identity and makes the brand more visible across the web. Fish kingies as far as to say that strong brand signals such as owning social media profiles may be a ranking factor. However, no studies, correlational or otherwise, are provided to back this up…..
LOCAL ENGAGEMENT : Social platforms also provide an opportunity to engage with
local communities, eventually sending local-specific authority signals to search engines.
This can be accomplished in a variety of ways, but the two easiest are interacting with
local brands on social media and using social media to promote your involvement in
local events. To engage with local brands, research the brands in your area and find local companies that share your ideas and beliefs. Some potential ways to engage include sharing each other’s important updates, hosting live discussions, and guest blogging on each other’s websites and promoting the posts on social media. Whenever you participate in a local event, trade show, or festival, take pictures or create enticing videos and make a post about your experience. Share your post on social media and be sure to invite the event participants and other local residents to engage. If you have a blog, start creating locally-relevant content to attract local audiences. You can also include Q&A styled content that targets voice search queries that can help you rank for common local search queries like [Best restaurants in New York] or [Which is the best Chinese restaurant in San Diego]. If you’re a local business, local SEO should be a top priority. Social media can help attract local visitors to your site and send positive signals to search engines…