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What do social media have to have to do with SEO? At MWI we hear many of these inquiries from potential and current clients. Social media is a fast growing channel for marketing that most businesses have only begun to take advantage of over the past few years, but it’s crucial to make use of when you’re investing efforts in SEO. While the benefits of using social media may not seem immediately obvious, they are essential for SEO support. Below are five reasons why social media is crucial for SEO.
1) Social Media Signals
It is no secret that Google, Bing, and other search engines make use of online conversation as part of their ranking algorithms. When people share content via Twitter, Facebook or comment on the content they like it is referred to as a social engagement. The more social interactions a piece of content has, the more social signals you send to your website. Social signals are utilized by search engines to rank content. This allows search engines to know what people find most useful and what their algorithm deems good quality. If a piece of content has a high amount of social engagement it will be immediately classified.
2) Link Building
It’s long gone of soliciting websites to link to yours. Google’s Panda/Penguin algorithms have compelled SEOs to linkbuild the traditional way: create good quality content that is pertinent. How do you get in touch with 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 expose your content to appropriate audiences that are willing to link to it, should it be worth linking to. People who be able to share your content with their friends and increase the reach of your content.
3.) Content Amplification
You can make all the excellent content you’d like to, but it won’t gain an enormous amount of attention without amplification. Email marketing can be an effective method to increase the reach of your content but it will only reach those in your marketing list. Social media can help you expand your reach with your content. Once you share your content, the people who follow you will also share it with their following in the event that they find it helpful. Then those people will spread the word to their networks and 21116 increase your reach. You will also gain relevant traffic through inbound linking, social signals, and brand awareness All of which are used by search engines for content assessment of quality.
content amplification lifecycle
4.) Brand Communication and Awareness
Brand recognition and brand identity can inform search engines many things about the quality of your website and how much it should be considered reliable in their ranking algorithms. In addition to boosting your content social media also aids in build brand awareness. This is what Google refers to as co-citation. Building these co-citations through social media can improve Google’s trust and confidence in your website as well as helping with branded search queries.
5) Social Indexing
Search engines have been indexing social media accounts for some time now so they can now appear on search result pages. This lets your brand appear on search results when you type in branded searches on more than just your own website. It’s more than that. Individual tweets from Twitter were once searchable and included in search results. This allowed your site to rank higher in searches. It was temporary, however, and Google removed it after few months. Google will once again show tweets in search results, so it’s important to leverage it for getting your content ranked.