Five Reasons Social Media is essential for SEO

What does social media have to relate to SEO? At MWI we hear this a lot from customers who are currently or are considering becoming clients. Social media is rapidly growing marketing channel that most companies have only just begun taking advantage of in the past few years, however it’s vital to take advantage of it when you’re investing efforts in search engine optimization. While the benefits of social media may not seem immediately apparent, they’re crucial to SEO aid. Here are five reasons social media is important for SEO.

1.) Social Media Signals

It’s no secret that Google, Bing and other major search engines have been using online chat as part of their algorithm for ranking for quite some period of time. Social engagements occur when people like, comment or share a tweet about a piece of content. A piece of content that has the highest number of social engagements will have more social signals. Search engines analyze the social signals they receive, and use them as an element of quality when evaluating content. It’s a way to measure what content is popular with users over what their automated algorithm determines to be good quality. A piece of content can also be indexed instantly whenever it’s attracting a significant amount of social interactions.

2.) Link Building

Long gone are the days of going out and soliciting websites to add links to your site. In the wake of Google’s Panda and Penguin algorithms SEOs are now forced to create links in the old fashioned way by creating high-quality content that is linked-worthy. But how do you reach websites willing to link to your website if asking them directly is thought to be an « unnatural » link building method? Social media is the way to go. Social media allows you to post your content and share it with people who are willing to link to it if it is worth linking to. These people will be able to share your content with other people increasing your influence.

3.) The amplifying of content

The quality of the content you publish, it’s not going to gain traction in the absence of amplifying it. Marketing via email can be a great way of amplifying content but it will only get to those on your marketing list. Social media allows you to expand your reach with your content. Once you share your content, those who follow you will also be able to share it with their followers in the event that they find it helpful. This will allow them to recommend your content to their followers, increasing the reach of your content. Additionally, you will gain relevant traffic, inbound linking social signals, inbound linking, and brand recognition All of which can be utilized by search engines for content quality determination.

content amplification lifecycle

4.) Brand Recognition and Signals

Brand recognition and brand identity can inform search engines many things about the quality of your website as well as the extent to which it can be believed to be in its ranking algorithms. Alongside boosting your content, social media also helps to increase awareness of your brand. Google refers to this as co-citation. The creation of these co-citations via social media can improve Google’s trust in your company website as well as helping with branded search queries.

5) Social Indexing

Since the search engines are able to index social media accounts, they are now showing up in search results pages. This allows your company to appear in search results for branded search queries on more than only your website. However, it’s even more than that. Individual tweets from Twitter were once indexed and were displayed in search results. This allowed your content to rank higher on the results of a search. The service was temporary for a few months before Google took the decision to end the service, and it’s still in place. Google will once again show tweets in search results, so it’s important to leverage it for getting your content ranked.

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