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5 Reasons Social Media is important for SEO

Ronald Pack (2022-04-18)

iphone_6s_with_headphones_2-1024x683.jpgWhat the heck does social media have to in relation to SEO? At MWI we hear these questions frequently from our customers who are currently or are considering becoming clients. Social media is a rapidly expanding channel of marketing that many businesses have only begun making use of in the past few years, but it's very important to leverage in particular if you're putting funds into search engine optimization. Making and managing social media accounts is crucial to support SEO efforts, though the benefits are not immediately obvious. Below are five reasons why social media is crucial for SEO.

1) Social Media Signals
It's not a secret that Google, Bing and other major search engines have been using online conversations in their ranking algorithms for some time. When people share content via Twitter, Facebook or comment on the content they like that is known as a social engagement. The more social interactions a piece of content is able to get, the more social signals it will bring to your website. These social signals are used by search engines to rank content. It's a method of determining what content is popular with users over what their algorithm determines to be good quality. If something receives a lot of engagement on social media It can be quickly indexable.

2) Link Building
There are no more days of going out and asking for websites to add links to yours. Google's Panda/Penguin algorithms have forced SEOs to build links in by using the traditional method of creating top-quality content that's relevant. How do you get in touch with websites willing to link to your site if asking them directly is thought to be an "unnatural" link building technique? Social media is your solution. Social media allows you to post your content and share it with interested audiences who might be willing to share it with others, in the event that it's worth linking to. Those people will also promote your content to their friends which will increase the impact of your content.

3.) Amplification of content
You can make all the excellent content you'd like to but it's not going to gain much traction without amplification. Sure, email marketing is an effective way to boost content, but it can only reach the people in your marketing database. Social media allows you to increase the reach of your content. Once you share your content, the people who follow you will be able to share it with their followers in the event that they find it helpful. The people who share it will recommend your content to their followers, which will increase your reach. In return, you gain an abundance of relevant traffic, inbound links, branding awareness and social signals All of these are utilized by search engines to determine the quality of the content.

content amplification lifecycle

4.) Brand Awareness and Signals
Search engines use brand image and recognition to judge the quality of your site and how trustworthy it needs to be in their ranking algorithms. Social media aids in building brand awareness and amplifies the content you publish. This is what Google calls a co-citation. Making these co-citations with social media can improve the trust Google has in your web page and also assist with branded search queries.

5) Social Indexing
Search engines have been indexing social media profiles for a few years now and this means that they show up in the search results pages. This allows your company to be displayed in search results for your branded search queries that are not limited to just your own website. But it gets even better than that. Individual tweets from Twitter could be indexed and included in search results. This enabled your content to rank higher in the search results. This was just temporary for a few months before Google took the decision to end it up until now. Google will once again show tweets in search results, so it's important to leverage it for getting your content ranked.