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5 Reasons Why Social Media is essential for SEO

Tom Arida (2022-04-20)

What does social media provide in terms of SEO? At MWI we hear lots of questions from our current and prospective clients. Social media is an incredibly growing channel for marketing that most companies have only started using in the past few years, however it's very important to leverage in particular if you're putting resources into search engine optimization. While the advantages of social media may not be immediately obvious, they are crucial for SEO aid. 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 rely on online conversation as part of their ranking algorithms. Whenever people tweet, like, comment or share the content they like it is referred to as a social engagement. Content with more social engagements will be able to show more social signals. Search engines evaluate these signals from social media, and use them as a quality factor when ranking the content. It's a way to measure what content people find useful over what their algorithm decides is good quality. If an article receives lots of social interaction it will be immediately identified.

2) Link Building
There are no more days of going out and soliciting websites to add links to your site. Google's Panda/Penguin algorithms have compelled SEOs to build links in by using the traditional method of creating high-quality content that is relevant. But how do you reach sites who are willing to link to your site if asking them directly is thought to be an "unnatural" link building method? Social media can help. Social media lets you 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. People who be able to share your content with their friends, further increasing the influence of your content.

3.) The amplifying of content
It doesn't matter how good your content is, it's unlikely to gain traction unless you amplify it. Marketing via email can be an excellent method of amplifying content , but it can only reach people in your list of marketing contacts. Social media lets you expand your reach with your content. If you share your content with your followers, they'll spread it to their own followers when they find it useful. This will cause them to also share it with their friends which will increase the reach of your content. You'll also get relevant traffic, inbound linking social signals, as well as brand recognition These can be used by search engines to determine content quality determination.

content amplification lifecycle

4.) Brand Recognition and Signals
The brand's identity and reputation can inform search engines a lot about the quality of your site's content and the extent to which it can be trusted in its ranking algorithms. Social media is a great way to increase brand awareness and increases the quality of your content. Google calls this co-citation. Co-citations can be created by using social media to boost Google's credibility and aid in search results that are branded.

5) Social Indexing
Search engines have been indexing the social media pages for a few years now and this means that they show up in search result pages. This lets your brand show up in search results that include branded search queries that are not limited to just your own website. It gets even better. Tweets that were individual from Twitter were once indexed and included in search results. This allowed your site to be more prominent in the search results. However, it was only temporary, and Google removed it after couple of months. Google will once again show tweets in search results, so it's important to leverage it for getting your content ranked.