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Here Are 4 Ways Social Media Impacts SEO

Can we please put this argument to rest? It seems to me that there are some professionals out there who are bad-mouthing social media without fully understanding the impact of it. Social is a promotion methodology that builds brand affinity and exposes you to a much wider audience. I don’t want to lump them all in, but it seems most of the noise comes from SEO professionals – who simply don’t wish to share the budget with social media. Ironically, they’re doing themselves a huge disservice.

This post is a perfect example. I have social alerts set up throughout the web to email us when there are particular mentions of vendors, terms, and technologies so that we can write about them. I review those sites and often curate that content for our followers. In this case, the infographic below wasn’t found in one of those alerts. But as I was reading another article on a site, a preview of the infographic below was displayed in a related posts segment. I then read the infographic and thought it was great. I then went back to Google to research the source of the infographic and found the article and graphic.

So, the author’s social efforts to promote their infographic indirectly led to me promoting them and providing a backlink to their page on a topic specific to their bailiwick. Boom! Had they not been sharing their efforts on social media, I would have never found them! Not to mention that if they did NOT rank on any term associated with this infographic, there’s no other way I would have found them.

Your website ranking completely depends on SEO and Social Media. Both the aspects are like two feet that help the website to move ahead step-by-step. However, the pointers mentioned below will let you know the benefits of Social Media and SEO in your rankings.

How do SEO and social media affect your website ranking?

  1. Link Potential – my example above is the perfect evidence that this works. Spreading the world socially promotes your content to a much wider audience, increasing the possibility that others will share it. And if it’s an infographic, you’ve probably increased your chances substantially!
  2. Personalization – I had never thought about this. Still, since search results are personalized for anyone logged into Google and localized for everyone who is not, the results are presented to each searcher. Socially engaged users are building personalized profiles, and those results can match your efforts – providing you with increased precise visibility.
  3. Search Query Volume – Getting out there in the social world builds your brand’s credibility, authority, and affinity. Begin to get your logo or faces out to a broader audience, and recognition will drive buyers to you. This blog and my ugly mug are a perfect example! It’s why my face is everywhere – whether you like it or not.
  4. Brand signals – With recent algorithm changes and advancements in Google’s algorithm, I believe many old-school SEO pros are vastly underestimating the impact of citations on validating the relevance of links and, ultimately, ranking. Data elements include your brand name, product name, employee’s name, address, and phone number. Getting them out there on all social sites validates your existence and authority.

It’s interesting that modern search professionals deploy content and work to get that content displayed on earned and owned media sites. How do they do that? Often through public relations strategies. Think about that… they’re using social efforts to increase the possibility that links are generated in content that are written specifically or shared by influential sites.

Hmmm… isn’t that possible through social media? Yes, yes it is.

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Douglas Karr

Douglas Karr is CMO of OpenINSIGHTS and the founder of the Martech Zone. Douglas has helped dozens of successful MarTech startups, has assisted in the due diligence of over $5 bil in Martech acquisitions and investments, and continues to assist companies in implementing and automating their sales and marketing strategies. Douglas is an internationally recognized digital transformation and MarTech expert and speaker. Douglas is also a published author of a Dummie's guide and a business leadership book.

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