Impact of social on search

Learn how social media impacts your SEO and get 5 steps to improving your search rankings using your social media accounts.

Illustrations of people with a smartphone and icons related to social media.

2 trillion is the number of searches Google is handling annually worldwide and at least 1 billion people are using Google every month. According to SEO marketing statistics, 39% of consumers were influenced by a relevant search and 47% say they view anywhere from 3-5 pieces of content created by a company before talking to a salesperson. This content includes a wide range of items, including ads, social media posts, blog posts, e-newsletters, commercials and more. 

Brandwatch reports that users spend an average of 142 minutes per day engaging with social media platforms. Additionally, $74 billion was spent on social network advertising in 2018. Social media is pervasive, and it further reinforces what search engines ultimately strive to deliver: high rankings for relevant, reliable content that meets the user’s needs. As such, social media is a great way to build brand awareness, instill trust, drive traffic and can yield results for search visibility.

The intersection of social media and SEO is referred to as “social search” and it’s a critical component of a successful SEO program.

As social search continues to grow and evolve, it deepens the need for an effective, current and well-maintained social media strategy that leverages brand-relevant and user-relevant keywords.

So, what does a social strategy look like? We’ll give you the highlights.

5 ways to improve your SEO with social:

  1. Link back to your websiteResearch is still out about how much impact backlinks, or ‘inbound links’ (links from one website to another) from social media pages actually have, but they do have some. Social media sites are crawled by Google just like any other site, so be sure to link back to relevant content. The key is to connect visitors of your social platforms with relevant, related information so once they get to your site, they stay there. If they click over only to discover the information they find on your site isn’t relevant to the concern addressed or value offered in the post, they’ll quickly leave, giving your SEO ranking a ding.
  2. Social media profile bios matter. And yes, you need to insert more than just your tagline. Be specific about what your business or school offers and what makes it different. Reference your Google Analytics to help choose relevant keywords that should be incorporated. (Psst, we can help write social media and LinkedIn profile bios.)
  3. Active social media builds trust. Potential consumers, employees and students are using social media profiles more and more to vet brands, companies and schools before spending time on their websites. So it’s key that your profiles are up-to-date with robust bios, engaging content and frequent posts. You can take this opportunity a step further by staying engaged with your audience. Taking actions like responding to comments on your posts, liking related content and following clients shows there’s a human behind the screen. Thus, building trust and improving your chances that visitors will ultimately click over to your website.
  4. Bing is still a thing. Although Google doesn’t measure social signals (yet), Bing does, and their webmaster guidelines state that “Social media plays a role in today’s effort to rank well in search results … These positive signals can have an impact on how you rank organically in the long run.”
  5. Make brevity your best friend. Research shows that “The click-through rates on Facebook updates that are approximately 40 characters long are 2 to 6 times higher than paragraph-long updates.” The shorter the message, that still gets your point across, the better, because you’re more likely to drive traffic back to your site. But don’t forget to tell them what to do – the best short posts are ones that offer clear direction. In other words, tell visitors what you want them to do with the information.

We find that a social media strategy is the first thing to go when clients get busy, but it’s one of the most important things you can do to improve SEO and build trust with your target audiences.

Need a partner to help identify where your areas for opportunity are? Contact us today to improve your search rankings with a concrete social media strategy.