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5 Reasons Social Media is essential for SEO

Natalia Mahaffey (2022-04-19)

What does social media have to offer SEO? At MWI we hear these questions frequently from our current and prospective clients. Although social media has been an increasing marketing channel in recent years, most businesses have yet to profit from it. This is especially true when you're investing in search engine optimization. Although the benefits of social media might not be immediately obvious, they are essential for SEO support. Below are five reasons why social media is important for SEO.

1) Social Media Signals
It's not a secret that Google, Bing and other major search engines have been using online conversations as part of their ranking algorithms for quite some time. Social engagements occur when people like, comment or share tweets on a piece of content. A piece of content with more social engagements will have more social signals. Search engines look at these social signals, and use it as an indicator of quality when ranking the content. It's a way to determine the content that people consider useful in comparison to what their algorithm determines to be top-quality. If something has a high amount of social shares It can be quickly indexable.

2) Link Building
It's been a long moment when you could simply make a request for links from other websites. Google's Panda/Penguin algorithms are forcing SEOs to link build the old-fashioned way: write quality content that is relevant. What is the best way to reach websites who are willing to link to your content, if you ask them directly, which would be thought to be "unnatural"? Social media can help. Social media enables you to place your content in front of relevant groups of people who may be in a position to influence them to link to your content in the event that it is worthy of linking to. They will also promote your content to others, increasing your influence.

3.) Content amplification
You can create all the good-quality content that you wish to however, it will not get an enormous amount of attention without amplification. Sure, email marketing can be an excellent way to increase the reach of your content, but it will only reach the people in your database of marketing. Social media allows you to reach new audiences with your content. If you publish your content to your followers, they'll be sure to share it with their own followers If they are satisfied with the content. The people who share it will share your content with their followers, increasing the reach of your content. As a result, you get a lot of relevant traffic including inbound links, brand recognition and social signals These are all utilized by search engines in determining content quality.

content amplification lifecycle

4.) Brand Awareness and Signals
Brand image and recognition can inform search engines a lot about the quality of your website and how much it is trusted in its ranking algorithms. Social media can help build an image for your business and also boosts the quality of your content. Google refers to this as co-citation. These co-citations can be built through social media to improve Google's trust and assist with the search engine's branded searches.

5.) Social Indexing
Since search engines index social media accounts which means they show in search results pages. This allows your business to be displayed 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 at one time indexed and displayed in search results as well giving another opportunity to get your content noticed in the search results. That was only temporary for a couple of months until Google decided to discontinue this feature, which is still in effect. Google will once again show tweets in search results, so it's important to leverage it for getting your content ranked.