Why Social Media Matters for SEO
Most website owners and marketers understand that it’s not SEO or social media marketing, it’s SEO and social media marketing. The two are intimately linked and when you invest in both you’re bound to be much more successful in the long run. How exactly does social media marketing influence your SEO? Here are four things to keep in mind:
1. Social media adds real authority to your links.
Without social media, your links won’t be viewed the same. This is because momentum that is gained on the social sites will instantly make the link the look much more appealing. When content has a lot of engagement gained through social media, it creates a snowball effect.
At the most basic level, links are like votes for your website. The more links (votes) your site has the more valuable it should be, right? Well spammers realized that for a while having more links was all that mattered and ultimately ran away with their link building, forcing Google to take drastic measures (such as Penguin) to reel those sites back in.
Now, a strong social media presence had some level of authority and legitimacy to your website and link building activities. It’s not impossible, but it’s much harder to fake social authority because the search engines can look at your profile, as well as the profiles of your followers, to weed out the bot accounts.
2. Social media helps you earn your links.
These days, the best links are the ones that were earned. In fact, Google is really pushing websites to focus on link earning, as opposed to link building. And the main way to do that is to push out great content that people want to link to. But not matter how good your content is you can’t sit back and wait for people to find, read, and link to it.
Social media channels give you the opportunity to promote your content across a multitude of platforms, connecting with different segments of your target audience each time. The more times/places you promote your content the more eyeballs that will find it and hopefully the more social shares and quality links you will earn in time.
3. Social media builds your overall online presence.
Your website is the center of your online brand, but your social media profiles create more places where potential customers can learn about and interact with your company. Social media presents you with a great way to reach a lot of people. Not only that, but your social media presence is a reflection of your brand because it shows people the more “personal” side of your company.
Being active in social media helps you build your online presence and creates a multitude of interactions between you and your audience. Being active in social media helps introduce your company to people you might have otherwise never connected with. This allows you to build up your online presence over time, while also building your brand.
4. Social media drives traffic to your site.
You can also use social media to drive highly targeted visitors to your website. When people like what you’re posting on social media, they’ll naturally click any links you provide them. At first, they may do this out of curiosity. Over time, this will lead to a steady flow of constant traffic, much of which will be repeat visitors. As they engage with your brand on social media, they’ll be more likely to visit your site multiple times.
A good portion of the links your build/earn might only drive one or two visitors to your site. And while even one or two extra visitors per link can add up overtime, social media channels can be a great source of immediate traffic. There are millions of people on Facebook, LinkedIn, Twitter, and other channels every day and most brands cannot afford to ignore that audience and wait for organic traffic to come their way. The more you invest in social media the less reliant you are on Google for sending people to your website.
As you can see, social media really does matter for SEO. These days, the two work together. You can’t have one without the other! By ignoring the social media side of your SEO program, you’re not creating a solid SEO campaign that will live up to its fullest potential.
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