Search Engine Optimization (SEO) is one of the most critical tools to get your brand found on the internet. Two of the best ways that you can get a better ranking on Google are quality content and links. Some businesses think that putting time into a social media page might give them an edge, so does social media play a direct role in your ranking? The short answer is no, but that doesn’t mean that social media cannot be used to help you build SEO.
1. Content Promotion
One of the most common types of content that you see on social media every day is shared content. This content could take a variety of forms, including videos, photos, blogs, essays or links. All of the content is designed to connect with your target audience on that social platform and gain traction, or engagement, that will in turn publicize your brand and offer value. Links that are shared on social media platforms do not have the same weight that traditional backlinks from an authoritative website would. However, that doesn’t mean that they are totally worthless. Instead, these links can help to give you insight into bounce rate and on-side engagement. If you make good content that people are interested in seeing, your engagement metrics will reflect that.
How does this help you build SEO? One of the things that Google examines when determining where to rank your website is bounce rate. If there is an exceedingly high bounce rate, it typically indicates that something is wrong with the website or it has a very poor user experience. When users navigate to your website from social media and instead spend a long time there, it tells Google that you are offering plenty of value.
2. Improved Brand Awareness
A few years ago, there was a report that looked at a broad range of keywords to try to gauge what factors actually impact search results online. The results concluded one thing—direct traffic is the most important factor. Direct traffic comes from people who already know your brand, product or website and are looking for it, instead of searching through pages of vague keywords. As a result, if your brand awareness increases, it can build your SEO and give your website a boost.
Social media is an incredibly powerful tool for cultivating increased brand awareness. Entertaining content, educational content and helpful content can all get your name out there. Engaging with your customers directly on social media can build goodwill and improve your brand reputation. Depending on your interest, Gauge Digital Media can also help you conduct paid advertising campaigns on social media platforms like Facebook to expand your reach even further.
It’s important to note that building your brand awareness through social media, like many other ways to build SEO, is not like flipping on a light switch. Consistent posts, consistent content and consistent engagement with your audience are all essential to ensure steady and successful results. If you are not sure what social platforms could be the most powerful for your brand, we are happy to help.
3. Link Building
Social media is one way to help encourage other external sites to link directly to your content. When you post a link to a high-value blog post, for example, others might see it on social media and read it. If they find that it is useful, they could repost it on their own page or even link to it on their website. Social media is a stealthy way to build SEO in this regard, as links from social media platforms have no direct effect on ranking like they would if they were on another website. However, the link building effect can still be quite profound.
1. Your Profiles Will Show Up
Your ultimate goal might be getting members of your target audience to visit your website, but another good way to increase your brand exposure in search results can be found in your social media profiles. Social shares will not impact your ranking in search listings, but the number and type of external social media profiles that your company has certainly will. In many cases, branded social media profiles are some of the top-ranking results when you search for major companies. Try searching for General Electric or another major brand and seeing what you find. In many cases, Instagram, Pinterest, Facebook and Twitter will all appear on the first page of search results on Google.
Social media profiles will still connect the browser with your brand, and they are another way to build the brand awareness that can lead to future direct searches. In most cases, if a social media profile for a business appears near the top of search results, searchers are just as likely to click it as they would a website. That’s another reason why having a great social media presence is so important. It’s your chance to set the tone with people who might be trying to find you and learn more about your products.
Even if it seems like your social media profiles are not a factor in how to build your SEO, the goodwill that you build with your audience there can lead to engagement with your website that, in turn, reflects in the rankings. If you are interested in learning more about how your social strategy can go hand in hand with your website, we are here to help.
We Are Here to Help Build SEO on Your Website and Through Social Media
Working with a professional digital marketing company is the best way to make the most of your website and all that Facebook Pixel, LinkedIn ads, Google Analytics and other digital advertising platforms have to offer. To learn more about the best digital marketing strategies for your company and reach a bigger audience than ever before, work with Gauge Digital Media. For a quote or to schedule a call, contact us at 443-952-4060.