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Five Reasons Why Social Media is Important for SEO

Natalia Mahaffey (2022-04-19)

What does social media have to offer SEO? MWI gets this kind of information frequently from prospective and current clients. Social media is a rapidly expanding marketing channel that many businesses have only recently begun making use of in the last few years, however it's crucial to make use of when you're investing efforts in SEO. While the benefits of social media might not be immediately apparent, they're crucial for SEO aid. Here are five benefits of social media is essential for SEO.

1.) Social Media Signals
It's no secret that Google, Bing and other major search engines have been using online conversations in their algorithm for ranking for a long time now. When people tweet, like or comment on the content it is referred to as a social engagement. The more social engagements a piece of content receives, the more social signals you build to your site. Search engines evaluate the social signals they receive, and use it as an element of quality when evaluating content. This is a method for search engines to identify what content people consider to be most valuable and what their algorithm deems as high-quality. If a piece of content has a high amount of social shares It can be quickly indexed.

2.) Link Building
Long gone are the days of going out and soliciting websites to link to your site. Since the introduction of Google's Panda and Penguin algorithm SEOs must build links by hand by creating high-quality content that is link-worthy. How do you get in touch with websites that are willing to link to your content , if they are not directly approached as an "unnatural" link building technique? Social media is your solution. Social media enables you to present your content in front of relevant groups of people who may be convinced to link to it if it's worth linking to. These people will spread your content among others and boost your authority.

3) Content Amplification
It doesn't matter how high-quality your content is, it will not achieve much success without amplification. Marketing via email can be an effective method to increase the reach of your content , but it can only reach people in your marketing list. The possibility of reaching new audiences is via social media. If you publish your content to your followers, they'll spread it to their own followings when they find it useful. They will also be able to share your content with their followers, increasing the reach of your content. As a result, you get an abundance of relevant traffic, inbound links, social signals , and brand awareness - all of which are utilized by search engines to judge the quality of the content.

content amplification lifecycle

4.) Brand Awareness and Signals
Search engines use brand reputation and image to assess the quality of your site and how trustworthy it should be for their ranking algorithms. Aside from amplifying your content Social media can also increase brand recognition. This is what Google calls a co-citation. These co-citations are built via social media in order to increase Google's trust and assist with the search engine's branded searches.

5.) Social Indexing
Search engines have been indexing social media sites for a few years now so they can now appear in results pages for search engines. This allows your company to show up in search results for your branded searches on more than just your own website. However, it's even more than that. Tweets on their own from Twitter were once indexable and were displayed in the search results. This enabled your content to rank higher on search. This was just temporary for a few months, until Google decided to cease using it , up to now. Google will once again show tweets in search results, so it's important to leverage it for getting your content ranked.