Although social media isn’t a direct search engine ranking factor for Google, social media marketing can supplement a strong SEO strategy. Positive social signals can help to build brand awareness, increase visibility in search engine results pages (SERPs), and drive more traffic to your website—all of which can boost SEO factors that do matter for search ranking. Here are a few ways social media can support SEO.
- Drives Website Traffic
- Appears in Branded Searches
- Builds Brand Trust & Recognition
- Improves Local Search Optimization
- Aids Your Content Marketing Strategy
Drives Website Traffic
Especially if you’re creating social media content with the intent of driving link clicks to pages on your website, your site may see a good traffic spike, which can result in increased organic website traffic as well. When ranking webpages, Google considers factors like traffic and user experience. If Google sees that your website is receiving more traffic and positive user interactions, this could potentially help you in SERPs.
Appears in Branded Searches
Social media profiles appear in SERPs when customers look up your business using branded search terms like the name of your company or product. Google recognizes branded searches as a ranking factor, so if people search for your business often in Google, and the search engine sees that you have a website and social media accounts using the same name, your position in SERPs can improve for relevant searches.
Builds Brand Trust & Recognition
Online customers trust businesses that have social media profiles. Simply by having social media profiles, you can build trust with your customers and improve brand recognition. When your brand is widely recognized and interacted with online via social media, it can also increase brand searches and website traffic, which, in turn, can have a positive impact for your SEO.
Improves Local Search Optimization
Google looks for consistent information about your business online, such as your name, address, and phone number (NAP). Including NAP data on social media profiles like Facebook can improve your local search optimization. Similarly, positive reviews on social media sites—especially reviews that use branded keywords—proves to both searchers and Google that your business is real and well-regarded. Social media apps can also give your business better local visibility through location tags. In fact, Instagram Stories and posts that are geotagged result in 79% higher engagement, which can lead to website traffic and conversion increases.
Aids Your Content Marketing Strategy
While social media can provide more visibility for your content marketing efforts outside of organic search results, it can also help you generate new content ideas through social listening. You can see how your audience engages with your content on social media—or even ask for direct feedback on website content they want to see—and make adjustments to your on-site content marketing strategy to improve SEO.