Many businesses now recognize the value of search engine optimization (SEO) for business growth. But many still ignore the relevance of social search media optimization.
Social media platforms have enormous potential, notably for B2B. Did you know that Facebook has around 2 billion active users, LinkedIn has approximately 30 million, and Instagram has over 700 million users? Given these massive numbers, social media platforms serve as the perfect option for content distribution.
You can bring a good traffic volume when you publish content on your website and then share its link on your social media profiles. The reason is that if your followers find the content useful, they will share it on their profile. If your followers’ connections like the post, it will be shared again. Every social share provides you with an opportunity to connect with numerous new prospects.
Integrating social media into your SEO strategy in the right manner can ensure the growth of your business. It can help with traffic generation and link earning. However, there is some debate about whether social media plays a role in the search engine ranking algorithm.
Complicated History of SEO & Social Media
Google made a perplexing statement a few years ago. It claimed that social media SEO plays a significant role in its ranking algorithm. It also stated that social media pages will get indexed in the same way as web pages, and the links they earn will be counted in the backlinks.
However, another statement issued by Google states that social media has no direct influence on ranking factors. Another search engine, Bing, clarified in a statement that they consider social media account authority, engagement, and mentions when determining a rank.
Since Google is yet to clarify its contradictory statement, SEO experts have offered their perspectives. According to these experts, while social media profiles do not directly contribute to ranking, they are critical from an SEO standpoint. It aids in link building and, most importantly, traffic generation. Thus, it is critical to regularly publish content on your social media profiles and market your website content on them.
How Social Media Boosts Your SEO?
Although social media does not play a direct role in ranking, it does benefit your SEO strategy in various ways. Here is how:
Improves your content performance:
Social media has enormous potential in terms of content marketing . If you believe that simply publishing your content on your website will help drive traffic, you are mistaken. You can connect with more prospects using social media. If your content is engaging and receives social shares, your chances of attracting more quality prospects improve.
Publishing informative content is recommended because if you share it on social media and people like it, they will share it with their friends or colleagues. It provides an excellent opportunity for link-building for your website.
Social media profiles rank:
When someone searches for a keyword on a search engine and your social media profile is well optimized for that term, you will appear on the first page of the results. Furthermore, if your profile contains a brand term, your social profile may rank alongside your website.
Having a social media profile with a decent subscriber base and engaging posts improves your brand’s market reputation. The way people interact with your post informs new prospects whether you are a trustworthy company.
How Social Media Helps Local SEO?
If you are in the dining or hospitality industry or run a grocery store or salon, you must be working on local SEO. Local SEO focuses on Google My Business listings, updating local addresses across multiple pages, and obtaining local reviews. Similarly, by including your name, address, and phone number on your social media profile, you allow your prospects to find your information.
Using local hashtags, and location tags, and including local keywords in your social profile can also assist your prospects in finding you on search engines. Also, if someone leaves a review on your social media profile, particularly on Facebook, it appears in the search results.
Social Media Helps Small Businesses Grow
According to a survey, around two-thirds of respondents consider social media to be an important part of their business. If you are a new company and have just launched a website, you should not expect much traffic at first. To rank high on SERPs, you need to put a lot of effort into SEO. But things are different on social media. If one of your creative posts goes viral, millions of people will learn about your brand in a matter of days. The scenario will eventually drive traffic to your website. Furthermore, if your business is geographically limited, integrating social media with local SEO can provide immediate results in terms of sales.
Gain More Traffic With Backlinks
A single piece of content can help you earn countless links if its marketing is done correctly. Simply putting your content on a website will not get you links unless your website’s average traffic volume is high or you have a large number of subscribers. This is where social media comes into play.
Assume your brand has a social media page with around 50 followers. On average, each of your followers has 100 connections on their profile. When you post content on this social media platform, if ten of your followers like it and reshare it, it reaches 500 new people. If someone from that 500 shares your content, the sharing process will keep continuing. Furthermore, if any of your content goes viral, you could receive millions of views, thousands of likes, and comments in a matter of days. This will also help increase your site traffic and aid in the acquisition of both quality and quantity backlinks.
How to Optimize Your Social Media For SEO?
Given its enormous potential, businesses are now investing heavily in social media marketing campaigns. If you want to get the most out of social media, make sure that every action you take corresponds to your SEO strategy. Social media optimization works in the same way that website optimization does. This means you must conduct keyword research and include them in your bio and descriptions. You should also make an effort to research industry trends and create compelling content on those topics.
Here are some suggestions on how you can optimize your content.
Create content that is easy to share for users:
Keyword stuffing is no longer beneficial for website rankings. The same is true for social media. Search engine algorithms or Google bots will ignore your content if it is not user-centric and serves no purpose. To make your content perform well on social media, make sure it is informative, well-researched, and backed by data.
Check to see if the visuals you are integrating are rightly optimized and don’t take too long to load. Keep your titles interesting and your subheads relevant. Remember that the more intriguing and optimized your content is, the easier it will be to share.
Share your SEO content on all of your social media accounts:
There may be some debate about whether social media improves your ranking or not. However, there is no denying that it can assist you bring more traffic to your website. Social media platforms are commonly regarded as the most effective means of enhancing brand awareness.
As a result, when marketing your content, always share it on multiple social media platforms such as LinkedIn, Facebook, Quora, and so on. If your content is intriguing, your audience will interact with you through comments. There is also a chance that it will catch the attention of an industry influencer, resulting in your content being shared on their site and assisting you in acquiring quality links.
Get Your Social Media Traffic Source From Google Analytics
Google Analytics is a free-to-use tool that provides a wealth of information about a website and its traffic. It also provides data on visitors who discover your brand via social media. The following are some of the most useful traffic-related insights provided by this tool.
- Total website traffic
- Traffic source
- Individual page traffic
- Site visitors who converted into buyers
- Number of traffic from different devices
To use Google Analytics for social media, you must first create an account. You can then incorporate this tool into your social media reporting and analytics strategy. After you have completed the preceding steps, you can obtain additional information on social media traffic, including:
- You can obtain information on which social media platform is driving the most traffic to your website.
- You can calculate the return on investment (ROI) for SEO social media marketing campaigns.
- You can get an idea of which content would work best on various social media platforms.
- You can get data on the total number of conversions from social media.
Social Links Are Treated as a Traffic Funnel
Social media links can drive more traffic to your website. Your subscribers are persuaded to click on the link when you publish new content and share the link of the same on your social media channel with a compelling title. If your subscriber enjoys your content and finds it informative, they are likely to share the same link on their channel. Publishing regular content and sharing it on social media with creative posts increases your visibility, which aids in relationship building and link acquisition.
Your social media channel should be a part of your on-page traffic funnel at all times.
Social Media Profiles Rank on Top of Search Results
While social sharing of the content may not help improve your website’s position on SERPs, it does have the potential to improve the content’s position in search results. Also, if your social media bio is keyword optimized and your content’s wall text is keyword rich, your well-optimized social media profile can outrank many websites in search results.
For example, most celebrities tend to be more active on social media, and only a few have their website. Let’s look at an example. When you search for Cristiano Ronaldo in the Google search box, the top result displayed is his Instagram profile, followed by his official website. Ronaldo’s example is perfect for demonstrating how a well-optimized and active profile can outperform the website.
Optimize Your Social Media Profiles
Every social media platform includes an in-built search engine. When someone searches for a term, the bots search through various profiles and display the most relevant results. Social media search results use nearly the same factors as search engines for ranking purposes. However, it prioritizes engagement, subscriber count, and share counts.
In addition to that, it takes into account keywords and descriptions. It is recommended you include a brand keyword in your profile bio and use appropriate keywords in your posts and image descriptions. Also make sure the images you are uploading are in the correct format and resolution.
Fill in all the Details on Your Social Profile
Many brands’ social media bios are blank and only have their name on them. This may work for a large corporation. But if you run a small business, your bio is the first thing your prospects see. Bio informs users of what the brand is all about. It is critical to include all relevant information on your profile creatively and concisely. It provides users with a quick overview of your company and can help you gain more subscribers.
Build Trust With Good Social Profiles
According to a study, approximately 54% of social media users search for brands and products on social media platforms. They also look for customer reviews, awards and accolades, and various statistics related to your industry on these platforms. From the brand’s perspective, social media profiles are an excellent way to share social proof. If you present your accomplishments, success story, and customer testimonials in a creative visual manner, your chances of attracting customers increase. Apart from business insights, also post employee reviews. It is another vital factor in gaining your customer’s trust through social profiles.
How To Optimize Your Images For Social Media?
You can optimize your social media images using the following tips.
- Size and resolution: Every social media platform has a set image size. By selecting the appropriate resolution, you can avoid situations such as stretched or cropped images.
- Aspect ratio: When creating an image, make sure the main object takes up at least 35% of the space. Also, keep in mind the various standard aspect ratios. Cover photos and banners are 3:2, while others are 1:1 or 16:9.
- Image format: Choose the format that fits perfectly on the desired social media platform. For example, PNG is best for images with text, GIF is for large-size images, and JPEG is an evergreen format.
- Image details: Don’t forget to include an image description, alt text, and image title for better optimization.
Content on Social Media Gets Indexed
Search engines prioritize content quality. If the content is relevant and addresses a customer’s pain point, it will be indexed in the database regardless of whether it is published on a website or social media. If your content is more popular on social media, search engine bots can easily find it and index it.
For example, various celebrities, such as Oprah Winfrey, are more active on their social platforms. Thus, if you search for information about her, her social profile will appear on top of the search engine results.
Treat Social Media Searches as Search Engines
People nowadays look for brands on social media platforms rather than just Bing or Google. People use social media to learn about new product launches, upcoming products, and special offers. If you are not regularly posting content on social media or putting effort into finding relevant keywords, you are passing up on a fantastic opportunity. Also, if you are creating visual content, properly hashtag it and categorize it with relevant pins to appear on Instagram and Pinterest.
Another thing to look for is fake profiles using your brand name. You must make an effort to have fake profiles removed. And, if you created multiple profiles on your own, label them so that your prospect knows which one serves what purpose.
Increasing Brand Searches
Ranking your website on search engines by outperforming top companies takes a lot of effort and time. However, if you shift your focus to your social media profile, your chances of ranking for branded search terms increase. When you optimize your social profile with relevant keywords, you can outrank several competitors’ websites on Google.
Remember that many people who search for your brand before visiting your website prefer to explore your social accounts. It will provide them with additional information and insight into customer reviews by exploring the comments.
Is Social Media a Google Ranking Factor?
Google considers social signals when determining the ranking of your website. But this does not imply that social media engagement, follower counts, and shares directly impact your ranking.
It primarily compares the name, address, and phone number on your social media profile to those on your website and various listing directories to ensure legitimacy and consistency. If there is inconsistency in any of the preceding three things, Google might not show your business when searches with local intent are conducted.
Furthermore, many Google SEO experts believe that the links you earn through social media do not always improve your ranking. However, there is no denying that social media aids in traffic generation. If your site is receiving visitors, regardless of the source, your ranking will rise. As a result, we can say that social media is vital for ranking, but only indirectly.
Bing Supports Social media signals
In case you want to connect with prospects on Bing, your social media profile is critical. The Bing algorithm considers your social media profile when determining the credibility of your brand. If your profile has a large number of subscribers and your posts receive adequate engagement, Bing may rank you higher in their search results.
Get More Traffic To Your Website
Your entire SEO budget is dedicated to one goal: driving more traffic to generate quality leads. Many people believe if their website ranks first, their job is done. However, ranking first is useless if your site receives no clicks. If you have a social media profile and regularly publish content that addresses your customers’ pain points, they will undoubtedly return to your website in search of more. Almost everyone nowadays has a social media account. If you plan your social media strategy rightly, you have various ways of driving traffic to your site.
Best Social Media Platforms For SEO
Medium is one of the best websites for publishing blogs. In case you have been unsuccessful in driving traffic to your website content, you can try this platform. Medium alows you to create new content as well as update existing ones. Another advantage of this platform is that articles on it have the potential to rank for high search volume and competitive keywords.
This is the best platform for B2B marketing. When it comes to acquiring quality leads, LinkedIn is the best. To get the most out of it, optimize your profile with the most popular keywords in places where they fit, as well as call-to-action (CTA) terms.
Search engines consider the number of likes and reposts your users add to your page. It also takes into account the reviews people leave on your page, and if they are useful, your page may appear in the search results.
Twitter is the most effective social media platform for SEO. When a search engine indexes your Twitter profile, it prioritizes tweets with a high volume of retweets and tweets that are from authoritative sources. It also gives importance to a profile with a large number of subscribers.
YouTube is the second most popular search engine platform. And the traffic it receives ranks it second only to Google. If your niche’s customers prefer to watch videos, YouTube is the best platform for brand promotion. To direct YouTube viewers to your website, end the video with something compelling them to click the link to your website mentioned in the description box.
People use Quora to get answers to their queries. This platform enables you to directly connect with your prospects by answering their questions. You can also publish your content, which should be based on the most frequently asked questions in your industry.
SMM in SEO is critical to your company’s success. Although there is no direct relationship between search engine ranking factors and social media, it can be advantageous for obtaining qualified leads through quality traffic. Social media is widely regarded as the most effective platform for content distribution. Promoting your content or new launch on it can get you the results you desire.
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