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Five Reasons Why Social Media is important for SEO

Dominic Bethea (2022-04-15)

What do social media platforms have to offer SEO? At MWI we hear lots of questions from our potential and current clients. Social media is rapidly growing marketing channel that most businesses have only recently begun making use of in the last few years, but it's crucial to make use of - especially if you're investing funds into search engine optimization. Although the benefits of social media may not seem immediately apparent, they're vital for SEO aid. Here are five reasons social media is crucial for SEO.

1) Social Media Signals
It's not difficult to see that Google, Bing, and other search engines use online conversations as part of their algorithm for ranking. A social engagement happens when people comment, like, share, or tweet about an article. Content that has more social engagements will have more social signals. These social signals are used by search engines to determine the quality of content. This is a way for search engines to know the content that people are most interested in and what their algorithm deems good quality. The content you've created can be immediately indexed if it's receiving a lot of social engagement.

drag-queen-eyes-very-close-up.jpg?width=2.) Link Building
It's long gone of asking for websites to link to yours. Google's Panda/Penguin algorithms have forced SEOs to link build the old-fashioned way: write high-quality content that is relevant. But how do you reach websites willing to link to your site if asking them directly is thought to be an "unnatural" link building technique? Social media can help. Social media enables you to place your content in front of relevant audiences that may be in a position to influence them to link to your content in the event that it is worthy of linking to. These users will then promote your content to others and boost your authority.

3) Content Amplification
You can create all the high quality content you want but it's not going to gain much traction without amplification. Email marketing can be a great way of amplifying content but it's only going to reach people in your list of marketing contacts. It is possible to reach new audiences via social media. If you send your content out to your followers, they'll be sure to share it with their own followers if they find it helpful. Then those people will also share it with their friends, further increasing your reach. You'll also get relevant traffic through inbound linking as well as social signals and brand awareness All of which are used by search engines to make quality evaluation.

content amplification lifecycle

4.) Brand Awareness and Signals
Search engines will use your brand's reputation and image to assess the credibility of your website and how trustworthy it should be within their ranking algorithms. Apart from boosting the quality of your content social media also aids in build brand awareness. Google refers to this as co-citation. These co-citations can be developed through social media to improve Google's trust as well as aid with branded searches.

5.) Social Indexing
Search engines have been indexing social media profiles for a few years now which means that they appear in search result pages. This lets your brand appear in search results for your branded search queries that are not limited to just your own website. This is even better. Individual tweets from Twitter were previously indexed and appeared in search results as well which gave another means to ensure your content's ranking in search. This was just temporary for a couple of months until Google decided to discontinue this feature, which is still in effect. Google will once again show tweets in search results, so it's important to leverage it for getting your content ranked.