If you’re a business, you’ve at least thought about the prospect of SEO. More importantly, you should have an SEO strategy in place in your business.
However, if you have yet to develop this strategy, don’t worry. Because a lot of the concepts that used to work a few years ago are no longer applicable to today.
The rise of content marketing and social media has taken the marketing and business world by storm.
A survey by Quicksprout shows that businesses place a high importance on content marketing and social media marketing as part of their SEO strategy. In fact, they landed in the top 3:
- Content Marketing
- Paid Search Marketing
- Social Media Marketing
Over the past few years, there have been debates over whether social media plays a role in SEO and rankings. Google is not clear about how they incorporate social media into their algorithm and in the past, have provided conflicting information about it.
The short answer to the question is: yes, social media plays a role in SEO however, not in the way many people think.
SOCIAL MEDIA IS NOT A RANKING FACTOR
Before we dive in to how social media can help your SEO, we need to tell you what social media doesn’t do:
At first, it was assumed that links shared on social media sites Facebook and Twitter were used as ranking signals. However, this theory was quickly shut down when Google released a video plainly stating that social media did not account for SEO.
Research shows that shares on social media are connected to search rankings however, it is not proven that they directly increases a business’s rank in search engine results.
REASONS WHY YOUR SOCIAL MEDIA STRATEGY SHOULD BE PART OF YOUR SEO STRATEGY
Social media profiles rank high on Google
Social media profiles tend to rank high on Google searches. Companies that have great social media presence will see that their company social profiles will pop up first, along with their website.
This is great because when consumers want to know more about a company, one of the first places they will go is the company’s social profiles. The reason for this is that they are more personal than a business website.
Consumers will be able to get a feel of the personality of your business and learn information quicker than they would scrolling through pages on your website.
What this does is also build up authority of your business on Google. When Google can see that your business website links back to your Facebook or Twitter page that has a quality following, you’re probably more likely to rank higher.
Increased search ranking through social sharing (backlinks)
Sharing happens 24/7, faster than Google can keep up.
Someone may find your content interesting and share it on Facebook. Another content creator might see this and then cite the content (with links) in their own content, leading to increased visibility.
It’s not just about the social shares and impressions, but the actions that are taken by other content creators.
Social media is in itself, a search engine
Billions of people around the world have a social media account. Facebook alone has around 2 billion users on its platform.
Kissmetrics shared some of the social media search statistics on Twitter, YouTube and Facebook:
- Twitter: 19 billion searches a month (2010 statistics)
- Facebook: 1 billion searches per day (2012 statistics)
- YouTube: 3.7 billion searches per month (2010 statistics)
With so many search queries happening every single day, you as a business need to make sure that your social media strategy is up-to-date.
This means optimizing your business social profile so that it is easy to identify. For example, using the same feature image across your profiles and website, crafting an effective headline, etc.
Increase brand searches
Your social media strategy will aim to grow your audience and increase brand awareness.
This then affects your SEO by causing more people to search specifically for your brand. They already know your name, now we they want to know more about you.
As they search your name and click on your website, you gain more click-through rates and lower your bounce rate. This definitely helps with your search engine ranking.
Marketing and SEO strategies have evolved dramatically over the past few years. The focus has shifted towards creating content that is valuable to consumers and has social value.
Building relationships as opposed to selling as become a priority. Your social media strategy plays a huge part in creating social value for your target consumers.
If you need help generating an effective in-bound marketing strategy, we offer a number of social media marketing packages and advisory to help you achieve your goals.