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Five Reasons Social Media is essential for SEO

Ronald Pack (2022-04-16)

What do social media have to in relation to SEO? At MWI, we get these questions frequently from our the current and potential clients. Social media is rapidly expanding channel of marketing that many companies have only just begun using in the past couple of years, yet it's crucial to make use of when you're investing funds into search engine optimization. While the benefits of using social media may not seem immediately obvious, they are crucial for SEO support. There are many reasons why you should consider social media as a part of your overall strategy to be online, here are 5 reasons why it's crucial to SEO.

1.) Social Media Signals
It's not a secret that Google, Bing, and other search engines utilize online dialogue in their ranking algorithms. When people tweet, like or comment on an article, this is called a social engagement. The more social engagements a piece of content is able to get, the more social signals you build to your site. Search engines measure these social signals, and consider it a quality factor when ranking content. This allows search engines to determine the content that people are most interested in and what their algorithm deems as high-quality. Content can be instantly indexed if it's receiving a lot of engagement on social media.

2.) Link Building
There are no more days of asking for websites to add links to yours. Google's Panda/Penguin algorithms have forced SEOs to build links using the old method: make high-quality content that is relevant. But how do you reach sites who are willing to link to your site if you ask them directly, which is an "unnatural" link building method? Social media is the way to go. Social media can help you place your content in front of relevant audiences that may be convinced to link to it should it be worthy of linking to. They will also be able to share your content with other people and boost your authority.

3.) Content amplification
No matter how top-quality the content you publish, it's unlikely to be popular until you amplify it. Email marketing is an excellent method of amplifying content but it will only reach those in your list of marketing contacts. The possibility of reaching new audiences is through social media. When you share your content, those who follow you will share it with their following when they are satisfied with the content. Then those people will spread the word to their networks, further increasing your reach. In addition, you'll gain relevant traffic through inbound linking social signals, as well as brand recognition These can be used by search engines for content assessment of quality.

content amplification lifecycle

4.) Brand Awareness & Signals
Search engines may use your brand's image and recognition to judge the quality of your site and how trustworthy it must be within their ranking algorithms. In addition to boosting your content, social media also helps create brand awareness. This is what Google calls co-citation. Building these co-citations through social media will help improve the trust Google has in your website , and will also help with branded search queries.

5.) Social Indexing
Search engines have been indexing social media sites for some time now which means that they appear on search result pages. This allows your company to be displayed in search results for branded searches on more than just your company website. But it gets even better than that. Tweets that were individual from Twitter were once searchable and displayed in search results. This allowed your website to be ranked higher in searches. It was temporary, however, 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.