One of the biggest advancements that the century has seen with increased innovation in technology and worldwide internet access is the rise of social media sites. Social media and SEO are powerful tools in the hands of experienced digital marketers. Social media can have an indirect impact on your organic SEO.
Social media sites have become one of the largest players in our digital age and evolved into something much greater than just a place where you connect with your friends and family and share pictures. They have become powerhouse players in data and analytics, and businesses have benefitted greatly from such social media sites. Savvy businesses can use social media as one of the better and cheaper options to connect with their customer base and have a ‘voice’.
But can you leverage social media and social signals to improve your rankings and SEO in search engines?
With more and more competition in business nowadays, companies are looking into more and more clever ways to reach a greater audience, be it paid or organically. One of the largest breakthroughs that could happen in this realm is the indexing of social media and how it will inevitably impact search engine optimization (SEO).
Social media indexing can increase your organic SEO and the overall benefits are hard to ignore.
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What is Social Media Indexing?
In simple words, social media indexing is indexing social media data and creating a repository of relevant and useful information on all the social media sites. It can also tell us which social media site has the most impact, which site had the most redirects to your pages and also what type of impact.
With social media booming nowadays, social media indexing can help give marketers and SEO professionals a deeper dive into their standing and present a better view of what their social media activities and strategies are doing for their overall SEO and search engine rankings.
All that is fine and dandy, but should you put a lot of effort in social media? How much does that matter?
Why Use Social Media?
Social media usage is estimated to go beyond 3 billion worldwide by 2021. That number is just impossible to ignore for any marketer or SEO professional. Apart from the sheer amount of attention you can garner, having a good social media presence gives your company credibility and authority.
Customers now are savvier than ever. They do not just want to browse your webpage and see what products or services you offer; they want to connect.
It is as simple as that.
Customers now want to be able to feel that the brand is in alignment with their own life values and upholds the same integrity as themselves. You can’t really get this through a plain web page. So, social media is where it is at.
Social media allows you to connect with your audience and customers in a deeper and on a more personal level. This means, you can leverage that connection later on when your customers are at the consideration stage of a purchase.
Besides, another great reason to double down on social media is, often search results will show your social pages in SERPs, which can then increase your traffic as well.
Use relevant and up-to-date social media strategies to appeal to a broader audience. Interacting with your followers can also help a lot in improving your social media standing. More importantly, do no single out one social channel and double down on that one. Try to spread out your efforts and considering being active on multiple relevant social channels for business.
Do Social Signals Impact Search Results?
Social signals, which is to say your social media standing and the number of likes and shares a post gets, has been an interesting point of discussion for many marketers. Many have been under the impression that social signals do indeed play a role in the search signals.
However, in Google’s official statement, they said that Google does not look into social signals when serving up results, and the likes and shares do not have much impact on the ranking by themselves.
This, however, is not exactly what research has been showing. A research published by Optinmonster, clearly found that there is some connection between good social media and higher search result rankings.
Now while social signals do not directly impact your search rankings, it, without any doubt, helps indirectly.
Google treats the content on social media just like it would any other HTML site. This indirectly helps your ranking when you have a higher number of shares and likes.
If Google can crawl the pages, it will index them, which, in turn, gets you better rankings in SERPS.
What to Do as a Marketer
What this means for you as a marketer is to understand that there, as of now, is no solid data to suggest that social signals impact results directly
But indirectly, it does have a great impact on your ranking. Having a good social standing can, thus, increase your chances of being discovered easily. So, take social media seriously and, again, double down.
Once your social media activities get indexed, it will increase your organic SEO which will automatically increase your organic traffic by quite a lot.
Also, understand that just because Google says it does not use social signals directly when ranking your page, it does not mean they never will.
Having a good social signal is to be seen as investing in something better, if nothing else.
Social media and SEO are sometimes seen as different tools that are used side by side to achieve a goal. Having said that, if used properly, these two powerful tools can be used in conjunction and help drive your organic traffic by quite a lot. To summarize, Google does not take your social media signals into direct consideration. But it does have an indirect impact. Having a good standing does, in fact, make Google index the data, which leads to an increase in social media indexing and , in turn, an increase in your organic SEO.