Is there a connection between SEO and social media?

Depends on who you ask.

Despite this, companies today are eager to stand out on search engine results pages (SERP) and in social mode.

And just as you can’t ignore social media these days, the same goes for SEO.

This is because both channels are absolutely essential in finding products, researching, and helping people make purchasing decisions. Instead of treating these marketing channels either – or as an issue, it makes sense to find common chains between them.

In this guide, we highlight the basics of search engine optimization and social media, including low ways to increase social media efforts through SEO (and vice versa).

What is the connection between SEO and social media?

Fair question! Whether social media links and shares have made a significant impact on search engine optimization has been hotly debated for a decade.

Some SEO experts say right away that Google really doesn’t take social media into account in rankings.

On the flip side, there are critics who argue that the search engine optimization community undermines the importance of so-called “social signals”.

Traditional wisdom says that the correlation between SEO and social media is a gray area. If social connections and shares are investment factor, they are likely to be relatively small.

Still, the concept of social signals and their relationship to Google rankings will continue to be discussed in 2021.

John Mu continues the discussion of SEO and social media on Twitter

Wherever you are, the connection between SEO and social media cannot be denied to increase your brand’s visibility in search engines.

Below is a brief breakdown of how social media affects search traffic for beginners:

Social media profiles consistently rank among the top search results

Specially branded products, social media profiles are often front and center and immediately follow the results of certain branded websites.

For example, a Google search for “Depop” shows their Twitter and Instagram profiles at the top of their site. This result also includes previews of the brand’s latest tweets, highlighting the relationship between SEO and social media in terms of Google’s first page content.

Screenshot of a Google search that pulls social media profiles

At the same time, Facebook represents a potential SEO goldmine for local businesses as it acts as a hub for positive reviews and potential reservations.

Examples of Facebook pages that appear in Google search results

Google Analytics emphasizes social media as a significant source of traffic

While this is undoubtedly done for the sake of the organization, it shows the fact that social transport is treated as a whole.

In short, you can learn about social media efforts, your target audience, and search engine optimization with Google Analytics. This includes:

  • Is social transport better (or worse) related than traffic from other channels?
  • How does the volume of social traffic compare to organic, email, etc.?
  • Which pieces of content shared through social media drive the most traffic?
Social media and Search Engine Optimization appear in Google Analytics

Social media links act as a traffic funnel

Although concepts like social sites carelink juice“It has been dismantled, take into account the potential snowball effect of increased social contributions that will increase traffic.

Does social stock have a significant impact on the SERP? Maybe not. Still, social profiles by themselves for individual content sections can be a major driver for new visitors.

Sharing links on social media profiles like Twitter can help create SEO links

Socially active brands have the potential to build more backlinks either actively or passively. Consistent publishing of content means increasing visibility and that visibility can lead to links or relationships with people who might join you along the way.

And if nothing else, your social activity is a potential treasure trove of information that influences your site’s content strategy as you understand what your audience wants to read, share, and interact with.

How to optimize social profiles for SEO

Let’s be clear here: we’re not talking about keyword stuffing or the so-called “Hackers.”

Instead, we focus on hands-on optimization that increases the visibility of your social profiles in the SERPs. The good news is that it doesn’t mean renewing your presence or making big changes. Here are some basics for social media search engine optimization:

Fill in your social profiles with as many details as possible

No big surprises here.

Some platforms have a lot more real estate than others so you can fill in your information (think: Facebook’s generous “About” section or minimalist The life of Instagram).

Either way, don’t let these facilities go to waste. Let’s make a point to include industry keywords, location information, and a link to your site.

An example of using keywords in an Instagram bio

Integrate keywords into your profiles and posts

Speaking of keywords, keep in mind that social media is becoming more common in search.

Look no further for the recently updated Instagram Word search as proof of this.

Instagram search highlights the connection between SEO and social media

Performing keyword research is a good idea just to find potential topics to publish while optimizing your content for visibility. Et own optimize (and you shouldn’t) optimize every subtitle or description you type.

However, there are many opportunities to integrate keywords into your posts naturally if you know about them. This is especially true for platforms like LinkedIn or Pinterest, where you have a lot of brands to work with.

Pinterest is heavily used as a search engine, and keywords are important to the platform.

Click the links back to your site

You’re probably already doing this.

While your own links shouldn’t be the only source of social content, they should definitely be considered if you’re hungry for more traffic.

Make sure you take advantage of blog posts and offers for downloads and more link tracking Evaluate what gets the most clicks and how visitors behave on the spot. By doing so, you also get a glimpse of what the most popular links are through social media. Here’s how the process looks through the Sprout Social URL shortener:

Video visually of creating a UTM link in Sprout Social

Share your site content and encourage others to do the same

Acquiring a significant number of shares, especially to the point where you can create buzz for links or traffic, means scoring outside of your own account.

Perhaps one of the most effective ways to make this happen is to represent employees. Now staple B2B social media, encouraging colleagues and colleagues to share content is a much more measurable and scalable way to increase visibility compared to hoping your audience gets it done. The G2 team is doing a great job here.

Publish content that deserves backlinks

Posting socially related assets doesn’t make sense, but which messages take precedence over links?

If in doubt, infographics and original reports are safe bets. These posts are typically the best performing on social media because they are presented as “news” and are easy to digest. Similarly, the original study often represents a primary source that is not linked elsewhere.

4 quick social media tips to support your SEO efforts

Finally, let’s look at some other tactics that combine search engine optimization and social media to get more out of your investment in both channels.

Make your site content easy to share

Social sharing buttons today are snippets of blogs. Quick copy links and one-click sharing should be integrated into your site in some way, format, or format.

Bonus points if you don’t have to force your readers to dig your handout buttons. Below is a good example of a grammar that introduces social sharing buttons that follow visitors as they browse a post.

An example of using social sharing buttons on websites and blog posts.

Turn social information into content ideas

If you have new content ideas, don’t look for your social feed.

From potential blog topics to the latest trends and keywords that you need to stay up to date, there is arguably no better place than social media to find them. After a social conversation, social conversations are topical, and you can evaluate trends right away instead of waiting for traffic to evolve to find out.

Here, a tool like Sprout is really handy. The social listening features of our platform allow you to quickly hone your topics and trends without having to guess. Social listening is also a useful tool to ensure that marketing messages lands and speaks the language of your audience.

An example of tracking keywords using social listening in Sprout Social

Fine-tune your publishing frequency

Creating a consistent content calendar produces better results in terms of traffic than sending them randomly.

Check it out best times to publish on social media and make sure the links to your site are part of your content strategy. As a side note, don’t be afraid to publish and recycle links to blog posts. Given the footwork needed to assemble any post, they deserve to be shared multiple times. If you don’t want to repeat yourself, consider reallocating content due to social sharing.

Promote relationships with your audience and potential link builders

We are all around building relationships here in the east. Building a engaged community means you’re more likely to get clicks and attract meaningful traffic to your site. Those same people can also provide the desired addition to your content when requested.

You can also use social media as an active way to create links. We are not talking about getting links, but rather about participating in discussions with others in the industry. For example, it is common for bloggers to connect and share content on Twitter and use each other’s messages in newsletters, social feeds, and so on.

Do you have a strategy for SEO and social media?

Whether you primarily want search or social media, think about how both channels complement each other.

That means you get more out of your marketing efforts. Likewise, you can reveal several customer insights and content ideas during the process.

If you haven’t already done so, be sure to check out our guide to social marketing which breaks down even more ideas for creating cutting-edge content and growing your audience.

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