As an online marketer, you need to understand that content marketing is about providing relevant information to your audience while entertaining them in the process. Social media is a tool, a platform, a way to promote your content and message to a larger audience. And SEO is about the technical aspect of this process. It’s about making sure that your content is search engine-worthy. This is what most of us believe when it comes to the relationship between social media and SEO.
However, SEO is more than just technicalities and social media is more than just a platform for reaching a wider audience. When used effectively, SEO and social media complement each other to work as a singular tool that you can use to disseminate relevant information and connect to a wider, more targeted audience. Here are a few things you need to consider if you want your social media and SEO strategies to work seamlessly:
How Social Media and SEO Affect Each Other
1. Search engines crawl social media to look for relevant content. This is how influential social media has become in the recent years. New content is often posted on social media sites like Facebook, Twitter, and LinkedIn. The relevance of the content is determined by the number of shares or retweets. This is what search engines look for when scanning new content on social media.
As an SEO strategy, you need to consider posting top quality, relevant content on social media, if you want to improve your rankings on search engine result pages (SERPs). Remember, the more shares and retweets you get from your posts, the better your chances of getting a high ranking in the results page.
2. Social shares are the new form of link building. Link building has been one of the key strategies widely used in the SEO industry. No matter how the SEO landscape has changed over the years, the number of linkbacks your website receives has always been a significant factor in getting a better ranking in search engines. With the addition of social media, your chances of getting more linkbacks just got even better.
Link building has long been the favorite technique of black hat SEOs, because it can be easily manipulated. Creating fake websites to link back to the main website, keyword stuffing, and peppering their content and webpages with invisible text are some of the other tactics black hat SEOs utilize to get more backlinks. As a direct result of this strategy, search engines like Google have come to rely on social media, and the number of shares and retweets, to determine the relevance of a particular content and its source.
3. Optimizing posts on social media can affect search results. Just because you post a lot of content on social media does not mean it will affect your search result rankings. When it comes to posting content on social media, quality is more important than quantity. Keep in mind that the number of likes, shares, retweets, and reposts is what ultimately affects your ranking in searches. So, what you want is content that engages and entices social media users to share your content.