How Social Media Marketing Drives Organic Search Engine Optimization & Web Success
Visibility. That’s what it’s all about. Anytime you hear someone mention search engine optimization (SEO), they’re really talking about visibility. For a business, visibility is everything. Be it a roadside sign, an ad in the newspaper or a commercial on television; every business seeks visibility as a means to attract more clients and customers. In short, without an effective SEO strategy, it’s practically impossible to have a successful web presence.
In terms of SEO strategy, the emergence of social media has become a great equalizer for smaller companies by allowing them to compete for online visitors on equal footing with the larger, more well-funded marketing operations of corporate giants.
Social media marketing and SEO are actually more related than you might think. Both are organic, inbound strategies that focus on building an appealing identity that naturally attracts visitors. Since social media relies on high-quality content and a visible, strong brand presence, the efforts you spend on SEO can truly improve your social media reach. As most search marketers will tell you, your social media presence can dramatically increase your search rankings.
Unfortunately, when discussing how social media can influence your search engine rankings, most search marketers are light on the details. Rather than discussing exactly how and why increased social media attention can improve your SEO, it’s written off as a generality.
Let’s get specific.
The following are a few concepts compiled by Forbes that should provide a better sense of just how impactful social media can be to a brand’s SEO:
Grow Your Following
The total number of followers and connections your social media profiles contain does have a significant influence on your rankings.
Encourage External Inbound Links
Social media encourages more external sites to link to your content, and the more diverse external links you have, the more authority you’ll gain in a search engine’s eyes.
Influence Social Sharing
Social sharing contributes to a brand’s authority in the same way that external links do. To search engines, any indication of an external source, validating your brand or your content is grounds for a small improvement in domain authority.
Localize Your Content
Social media also provides a unique opportunity to engage with the local community, sending local-specific authority signals to major search engines. Any time your company attends a local festival, trade show or other event, take pictures and make a post, inviting other local residents to comment. This reinforces your participation in the community and makes you more visible in local searches.
Increase Brand Awareness
By increasing your reputation on social media, through increased engagement and high-quality content syndication, you will have a stronger online brand presence. That increased brand presence is going to lead to more branded searches on search engines, and the more branded searches your brand receives, the higher it’s likely to rank for non-branded keywords.
These are essential elements of a successful social media marketing campaign, and as with most SEO strategies, it comes down to one bedrock principle: the better experience you give your users, the higher you’ll rank in search engines. By understanding social media’s effects on SEO, you can help better direct and manage your online presence, ultimately giving your users a better experience, and opening the widest possible channel for new potential customers to find your brand.