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5 Reasons Why Social Media is Important for SEO

Natalia Mahaffey (2022-04-18)

What does social media have to offer SEO? At MWI we hear these questions frequently from our customers who are currently or are considering becoming clients. While social media has become an increasing marketing channel in recent times, many businesses have yet to benefit from it. This is especially important when you're investing in SEO. Making and managing social media accounts are extremely essential to aid in SEO efforts, even though their benefits aren't immediately evident. Here are five reasons social media is important for SEO.

1) Social Media Signals
It's not a secret that Google, Bing, and other search engines use online dialogue in their ranking algorithms. When people tweet, like or comment on the content that is known as a social engagement. Content that has more social engagements is likely to have more social signals. Social signals are utilized by search engines to determine the quality of content. It's a method of determining what content people find useful over what their automated algorithm decides is good quality. If something receives lots of social shares It can be quickly identified.

2) Link Building
The days of going out and asking for websites to link to your site. Google's Panda/Penguin algorithm has forced SEOs to build links in the traditional way: create high-quality content that is relevant. How do you reach websites that will link to your site, if the request is thought to be "unnatural"? Social media is your solution. Social media allows you to place your content in front of people who are interested and could be convinced to link to it should it be worthy of linking to. They will also promote your content to their network and increase the reach of your content.

3.) Content Amplification
You can write all the excellent content you'd like to however it will not gain much traction without amplification. Marketing via email is an effective method to increase the reach of your content but it's only going to get to those on your list of marketing contacts. You can reach new audiences via social media. After you have shared your content, your followers will connect with their friends should they find it valuable. They will also promote your content to their followers, thereby increasing your reach. In addition, you'll gain relevant traffic, inbound linking, social signals, and brand awareness These can be used by search engines for content quality evaluation.

content amplification lifecycle

4) Brand Communication and Awareness
The brand's identity and reputation can inform search engines an awful lot about the overall quality of your site and how much it should be considered reliable in their ranking algorithms. Social media aids in building brand awareness and amplifies the content you publish. Google refers to this as co-citation. The creation of these co-citations via social media can improve the trust Google has in your website , and will also help by bringing in search queries that are branded.

5) Social Indexing
Search engines have been indexing social media accounts for a few years now and this means that they appear on the search results pages. This allows your company to appear in search results for your branded search queries on more than the site of your business. However, it's even more than that. Individual tweets on Twitter were at one time indexed and displayed in search results too giving another opportunity to ensure your content's ranking in the search results. However, it was only temporary the deal was ended when Google ended 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.