What do experts say about the importance of social media marketing in SEO?
Social media is fascinating and addictive. It’s a revolution today only next to the Internet. Started as a platform for recreation, social media has evolved into a major influence on millions of people. The key reasons for that are freedom of expression and emotional connect.
Emotion is the main weapon in the armory of marketers. Also, they look to reach a vast number of people. While these advantages are abundant in social media, identification of target customers is the most unique and the most powerful feature of social media that is giving it a natural edge over other marketing channels.
However, social media marketing is a member of the digital marketing family and is best used when working with others. Marketers often forge strategies to attract more organic prospects by combining social media marketing with SEO, for which they have coined a new term, Social SEO.
Let’s see how social media benefits seo.
Although there is no direct relationship between the two, social media influences your organic search ranking substantially. As people share your content on your social media channels, the social signals (likes, shares, comments, reposts) that are generated can help to increase trust and brand loyalty, driving brand awareness, and helping to increase online visibility and traffic.
However, this is not a universal truth. While Bing openly accepts that social media likes and shares influence search ranking on its platform, Google rejects the idea of any direct influence of social media on seo.
When on one side, we have several studies that speak about correlations between social media shares and seo ranking, the other side argues that correlations cannot be taken as proof of causation.
So, if we take the middle path it can be considered as a thumb rule that if your content does well on social media there is a high chance that it’ll be ranked high on SERP too. The reasons are simple – popularity of your content on social media will help generate more backlinks and high engagement quotients. And these are the key elements for improved SEO ranking.
Social media backlinks SEO
When it comes to backlinks it’s important to note that social media posts can also create social media backlinks, apart from indirectly generating the organic backlinks. You can create engaging social media posts with links to your site. These posts will be circulated on social platforms and will generate traffic to your website.
You can use Google analytics to learn the site from which you have received the Social media backlinks. For example, if a visitor is redirected to your site from a facebook newsfeed link, you can easily find out the source using Google analytics.
Social media as a search engine
As marketers are increasingly flocking to social media, it is giving rise to the concept of social media search engine. Social media search engines function pretty much the same as regular search engines. But instead of searching the entire Internet, it only looks at content published on social networks. If you type in a term or a phrase, it will return social media posts that contain that term.
The ability to understand both SEO and social media marketing helps companies perform better on both channels. While each strategy has its unique benefits, they become more effective when combined together. For example, audience research on social media allows for more targeted content creation, and SEO research gives you an insight about what social audience would like to read.
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