The Importance of Social Media in SEO

January 13, 2015

The Importance of Social Media in SEO

What is SEO?

These days, everything is done online. There as many websites our there as there are businesses in the physical world. So, whether your website represents a physical business or whether your website is your business, it is the factor that will determine whether your company will last or not.

Since the success of a company hinges so much on the popularity and visibility of that company’s website, a lot of effort is put into maximizing the amount of traffic that the said website is receiving. This is where Search Engine Optimization, or SEO, comes in. This is a process whereby a website’s visibility via organic search engines is maximized to ensure that when someone Google’s your product, your website is one of the results on the very first page.

How Can I Optimize My Visibility Using SEO?

There are several ways you can optimize your visibility in organic search engines. Some people hire companies dedicated to search engine optimizing. Companies run entire campaigns to maximize their website’s search potential. However, there is an often overlooked way of obtaining search engine optimization, a way that is often overlooked by companies still following the calculated and precise methodology that has been endemic to business policy since before the rise of the internet, and that is to promote your website via social media, which, in some ways, is the greatest method of optimizing your visibility.

Social Media Impact on SEO

Why is Social Media so important?

Social media can become the self enclosed ecosystem whereby you advertise your products, gauge audience opinion of your products, receive and handle complaints, monitor site traffic, try new marketing strategies and so on.

Consider what a tweet is. It is essentially a message that is available for hundreds of millions of people to view, and it can be posted for free. This makes it an incredibly powerful tool if used right.

Tweets and Facebook posts can be sponsored to make them reach as many people as possible. The more people it reaches, the more likely people are to re-tweet and share your posts, which can result in a lot of free marketing, which further boosts your visibility. You can incorporate the use of hashtags into your marketing strategy. Create a hashtag specifically for your company, for example #jimsburgers. Encourage your customers to tweet with this hashtag, or perhaps re-tweet one of your promotional offers, or some other such activity in exchange for the chance to win a free burger. This can result in a lot of free promotion, and it will definitely result in a large amount of traffic being directed to your site.

Running ad campaigns via social media can also increase the chances of your products going viral. A YouTube account is also essential for this. If you regularly create videos that are creative, funny, entertaining or interesting and upload teasers to your YouTube account, stating that viewers can watch the full video on your website. This will bring in a huge of amount of traffic to your site, and social media marketing campaigns are known to hit your target audience which makes it a useful part of search engine optimization.

Social media is also a great way to gauge how well your SEO methods are doing. If more people are coming to your website, more people should be tweeting about your products, and this should be bringing, in turn, even more traffic to your site. You can use tools and plugins to find out how many people tweet about you each day, which is particularly useful if you ever decide to conduct a site audit to measure the effectiveness of your methods.

There was a time when search engine optimization meant that you had to create as many links as possible in order to indicate popularity. The links race was brought to a grinding halt, however, by Google, when they start giving penalties to anyone that would use this technique. Websites that use this technique are labelled as spam sites. Then SEO companies start to manufacture ratings, again in an attempt to give Google the appearance of popularity in order to score a front page spot for the website. Google put a stop to this as well.

Google and SEO

Now Google takes social media into account when gauging website popularity, which means that social media helps you get around the link building dilemma. Firstly, you are building natural links that serve a purpose other than upping your link count, which Google loves. Secondly, you are crowd sourcing this building of “natural links” to your followers, as each time they share your post or re-tweet they are building a link to your website, which is means that your search engine visibility will begin to grow organically. Natural links also bring actual traffic to your website, as the links are being shared by and with actual people, which is something that links manufactured by SEO companies could never do the vast majority of the time, so the benefit of using social media in this regard is twofold.

Your domain ranking depends a lot on how much your content is shared across social media, the more shares you get, the more authority this gives your website. A lot of shares on social media can also cut your indexing time in half, and can massively reduce the time it takes for Googlebot to find your content. This makes staying active on social media an important part of keeping your website visible.

All in all, social media is a fantastic and well rounded way of optimizing search engine visibility, and an integral part of any search engine optimization campaign. It provides you with an ecosystem whereby you can view public opinion of your site, take suggestions regarding improvements or complaints, see how well your SEO methods are working and, at the end of the day, boost how many visitors your site gets. SEO would be a different world without social media, and certainly a more difficult one.



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