Fully Leveraging Social Media for SEO

Fully Leveraging Social Media for SEO

Search engine optimization is easily one of the most important Internet marketing services a business can take advantage of when it comes to building net presence. Search is one of the most popular worldwide Internet activities, along with email, and 75% of searchers never scroll past the very first page of results. SEO is more likely to bring in customers than traditional advertising, too: Organic search leads have a 14.6% close rate, as opposed to an only 1.7% close rate for outbound marketing.

When it comes to SEO, however, many businesses forget an important component: social media management. You might be confused at this point. Of course social media helps to build net presence in a general sense, but does it really support SEO efforts? The answer, which might surprise you, is yes.

Profile Followers and Domain Ranking
There’s some disagreement over whether the number of followers you have is directly taken into account by Google’s (and other search engines’) algorithms. But there is a significant correlation between the number of followers a business has on social media platforms and where its domain is ranked, leading many experts to suspect a direct causal relationship. It does seem that the quality of those followers has an impact, as well; simply getting bot accounts to follow your Twitter or like your Facebook page won’t cut it.

Driving (Relevant) Website Traffic
Even if social media followers don’t directly lead to better rankings, however, it’s worth noting that Google pays attention to what kind of site traffic you’re getting. If you’re consistently getting a high volume of visitors, that suggests that your site is worth visiting. That only works if site visitors aren’t bouncing — meaning coming to your site and then immediately hitting the back button — so it’s important you target relevant followers on social media and then make sure that when they click through to your site, they find a high-quality design that gives them what they’re looking for.

Building Quality External Backlinks
Social media is also an excellent way to build a quality backlink profile as users share what you post. External backlinks — meaning links around the web that point back to your website — appear to be a very strong ranking signal. Again, quality is key here; if your links are posted by reputable profiles and websites, that reflects well on you, and the opposite is true for spammy profiles and websites.

Social Media and Better Local SEO
If you’re a local business, you have even more cause to pay attention to your social media. That’s because people often like to see social profiles when they’re searching for information on brick-and-mortar businesses like restaurants and shops. It’s even been suggested by many local SEO experts that your social media pages are more important than your website (though of course you should still invest in a good website).

The Content Marketing Connection

It’s worth noting before you set off to revamp your social media strategy that using social media for SEO is closely intertwined with content marketing. Putting out high-quality content is what will draw people to like your page in the first place, and it’s certainly what will prompt them to share it and earn you great backlinks.

Have you been underutilizing your social media with the vague goal of building your “net presence”? Discuss your current strategies in the comments.

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