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Five Reasons Social Media is Important for SEO

Louann Garlock (2022-04-15)

What do social media have to do with SEO? At MWI we hear lots of questions from our potential and current clients. Social media is rapidly growing marketing channel that most companies have only started using in the past few years. However, it's essential to utilize it - especially if you're investing resources into search engine optimization. Although the benefits of social media are not immediately apparent, they are vital for SEO support. Here are five reasons social media is important for SEO.

1.) Social Media Signals
It's no secret that Google, Bing and other major search engines have been using online dialogue in their algorithm for ranking for quite some time now. Social engagements occur when people like, comment, share, or tweet about an article. The more social engagements your content gets, the greater social signals you send to your website. Search engines measure these social signals, and use them as an index of quality when ranking the content. This is a method for search engines to determine the content that people are most interested in and what their algorithm deems top-quality. A piece of content can be quickly indexed in the event that it's receiving lots of social interaction.

2.) Link Building
The days of asking for websites to add links to your site. With the advent of Google's Panda and Penguin algorithm SEOs have to build links the old fashioned way and create content of high-quality that is worthy of linking. But how do you reach websites that are willing to link to your content if asking them directly is thought to be an "unnatural" link building technique? Social media is the answer. Social media allows you to share your content with people who are willing to link to it in the event that it's worth linking to. Those people will also connect your content to their friends which increases the power of your content.

3) Content Amplification
No matter how top-quality the content you publish, it won't gain traction without amplification. Email marketing is a great way of amplifying the content you create, but it won't get to those on your list of marketing contacts. Social media lets you expand your reach with your content. After you have shared your content, those who follow you will also share it with their following when they are satisfied with the content. This will allow them to recommend your content to their followers, increasing your reach. In return, you will gain lots of relevant traffic, inbound links, social signals , and brand awareness These are all used by search engines to judge the quality of content.

content amplification lifecycle

4.) Brand Awareness & Signals
Brand image and recognition can tell search engines many things about the quality of your site and the degree to which it should be considered reliable in their ranking algorithms. In addition to boosting your content social media also aids in to increase awareness of your brand. This is what Google refers to as co-citation. These co-citations are built by using social media to boost Google's trust as well as aid with branded searches.

5) Social Indexing
Search engines have been indexing social media sites for a number of years now, which means they now appear in search result pages. This allows your business to appear in search results for your branded search queries on more than the site of your business. It's even better. Tweets that were individual from Twitter could be indexed and displayed in the search results. This allowed your website to be more prominent in searches. It was temporary, however the deal was ended when Google stopped it after a couple of months. Google will once again show tweets in search results, so it's important to leverage it for getting your content ranked.