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Five Reasons Social Media is Important for SEO

Toby Forand (2022-04-15)

What can social media provide in terms of SEO? MWI receives this kind of information frequently from both current and potential clients. Although social media has been a growing channel for marketing in recent years, most companies have not yet started to take advantage of it. This is particularly important to consider if you're planning to invest in search engine optimization. Setting up and managing social media accounts are extremely important for supporting SEO initiatives, but the benefits may not be immediately evident. Here are five reasons why social media is vital to SEO.

1.) Social Media Signals
It's not a secret that Google, Bing, and other search engines rely on online conversations in their algorithm for ranking. A social engagement is when people comment, like, share, or tweet about content. The more social engagements a piece of content has, the more social signals you can build for your site. Search engines evaluate these social signals and consider it an indicator of quality when ranking content. It's a way to measure what content people find useful over what their automated algorithm determines to be of good quality. If a piece of content has a high amount of social shares, it can be instantly identified.

2.) Link Building
It's long gone of soliciting websites to add links to yours. Google's Panda/Penguin algorithms have forced SEOs to build links by using the traditional method of creating top-quality content that's relevant. But how do you reach sites that would be willing to link to your website if asking them directly is thought to be an "unnatural" link building method? Social media is your answer. Social media can help you put your content in front of the right people, who could be attracted to link to it in the event that it is worthy of linking to. These people may also be able to share your content with their networks which increases the power of your content.

3) The amplifying of content
No matter how top-quality the content you publish, it's not going to be popular without amplification. Email marketing can be a great way of amplifying content but it will only get to those on your list of marketing contacts. You can reach new audiences through social media. After you have shared your content, the people who follow you will also spread it to their networks if they find it useful. They will also share your content with their followers, increasing your reach. You will also gain relevant traffic and inbound links, social signals, and brand recognition, all of which are used by search engines to make assessment of quality.

content amplification lifecycle

4) Brand Awareness and Signals
Search engines can use brand image and recognition to judge the quality of your site and how trustworthy it must be within their ranking algorithms. Social media can help build brand awareness and increases the quality of the quality of your content. This is what Google calls co-citation. Co-citations can be created through social media to improve Google's trust as well as aid with the search engine's branded searches.

5) Social Indexing
Search engines have been indexing social media accounts for some time now and this means that they appear in the search results pages. This allows your company to appear in search results that include branded searches on more than just your own website. It's even more effective. Individual tweets from Twitter were initially indexed and included in search results, too which gave another means to get your content noticed in the search results. It was temporary, however it ended and Google removed it after couple of months. Google will once again show tweets in search results, so it's important to leverage it for getting your content ranked.