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5 Reasons Social Media is crucial for SEO

Natalia Mahaffey (2022-04-19)


What do social media platforms have to offer SEO? At MWI we hear lots of questions from our customers who are currently or are considering becoming clients. Although social media has been an increasing channel for marketing in recent years, most businesses have yet to profit from it. This is crucial to consider if you're planning to invest in SEO. Setting up and managing social media accounts are extremely important for supporting SEO efforts, though the benefits of social media aren't always obvious. Here are five reasons social media is crucial for SEO.

little_girl_looking_out_the_window-1024x1.) Social Media Signals
It's not difficult to see that Google, Bing, and other search engines utilize online conversations in their ranking algorithms. If people tweet, share, like or comment on the content, this is called a social engagement. A piece of content that has more engagements on social media will be able to show more social signals. Social signals are utilized by search engines to rank content. It's a method of determining what content people find useful in comparison to what their algorithm decides is of high quality. A piece of content could be immediately indexed whenever it's attracting a significant amount of engagement on social media.

2) Link Building
It's past the period when you could just solicit links from other websites. Google's Panda/Penguin algorithms are forcing SEOs to build links the traditional way: create good quality content that is pertinent. How can you get your content to websites which are willing to hyperlink to your content, if they are considered "unnatural"? Social media can help. Social media enables you to place your content in front of people who are interested and could be in a position influence them to link to your content when it's worthy of linking to. They will also connect your content to their networks and increase the reach of your content.

3) Content Amplification
It doesn't matter how good your content is, it's unlikely to achieve much success unless you amplify it. Email marketing is an excellent way to increase the reach of your content, but it can only reach people within your marketing database. Social media lets you reach new audiences with your content. If you post your content to your followers, they'll spread it to their own followings If they are with the content. These people will then share it with their following, further increasing your reach. As a result, you get a lot of relevant traffic such as inbound links, social signals and brand awareness All of which are utilized by search engines to determine the quality of your content.

content amplification lifecycle

4) Brand Awareness & Signals
Search engines will use your brand's name and reputation to determine the quality of your site and how trustworthy it should be when they rank it in their algorithms. In addition to boosting your content social media can also help increase brand recognition. This is what Google calls a co-citation. These co-citations can be developed through social media to improve Google's credibility and aid in the search engine's branded searches.

5) Social Indexing
Search engines have been indexing social media profiles for a number of years now which means that they appear in the search results pages. This allows your brand to appear in search results for brand-related queries, which aren't restricted to your website. But there's more than that. Individual tweets from Twitter were once indexed and shown in search results, too giving another opportunity to ensure your content's ranking in search. The program was only temporary, however the deal was ended when Google stopped 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.