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Five Reasons Social Media is important for SEO

Jeanna Switzer (2022-04-15)

What the heck does social media have to have to do with SEO? At MWI, we get many of these inquiries from customers who are currently or are considering becoming clients. Social media is an incredibly expanding marketing channel that many businesses have only recently begun using in the last few years, however it's vital to take advantage of it particularly if you're investing efforts in SEO. Making and managing social media accounts are important for supporting SEO efforts, though the benefits are not immediately obvious. Below are five reasons why social media is important for SEO.

1) Social Media Signals
It's no secret that Google, Bing, and other search engines make use of online dialogue in their algorithm for ranking. Social engagements occur when users like, share or share tweets on a piece of content. Content that has more social engagements will show higher social signals. Search engines look at these signals from social media, and consider it an index of quality when ranking the content. It's a way of evaluating the content that people consider useful over what their automated algorithm decides is of high quality. A piece of content can be quickly indexed when it's getting a lot of social engagement.

2.) Link Building
Long gone are the days of soliciting websites to link to yours. Google's Panda/Penguin algorithms have compelled SEOs to link build the old-fashioned way: write quality content that is relevant. How do you reach out to websites who are willing to link to your content, when you ask them directly, which would be thought to be "unnatural"? Social media is the answer. Social media allows you to place your content in front of relevant groups of people who may be influenced to link to it in the event that it is worthy of linking to. These users will then be able to share your content with other people and boost your authority.

3) Content Amplification
It doesn't matter how high-quality the content you publish, it's unlikely to achieve much success unless you amplify it. Email marketing can be an excellent method of amplifying the content you create, but it won't get to those on your list of marketing contacts. Social media allows you to increase the reach of your content. If you share your content, your following will also connect with their friends in the event that they find it helpful. These people will then promote your content to their followers, which will increase your reach. You will also gain relevant traffic as well as inbound linking social signals, as well as brand recognition, all of which can be utilized by search engines to make to determine the quality of your content.

content amplification lifecycle

4) Brand Awareness and Signals
The brand's identity and;, reputation can inform search engines a lot about the quality of your site and the degree to which it should be trusted in its ranking algorithms. Alongside boosting your content social media also aids in create brand awareness. Google calls this co-citation. Building these co-citations through social media can improve Google's trust in your website as well as helping by using branded search terms.

5.) Social Indexing
Search engines have been indexing social media profiles for a number of years now, which means they now show up in search result pages. This enables your brand to appear in search results for your branded search queries on more than the site of your business. This gets better. Individual Tweets from Twitter were once indexed and shown in search results, too - enabling another way to ensure your content's ranking in the search results. It was only temporary for a few months before Google decided to cease using it , up to now. Google will once again show tweets in search results, so it's important to leverage it for getting your content ranked.