See how social networking relates to SEO and some practices worth following.
It is well known by virtually every marketing professional that having a strong presence on social networks and a solid SEO plan are two closely linked aspects.
But how do you know the effect one has on the other? Apart from a few exceptions , the explanations are still somewhat vague in this regard.
Because of this, some doubt that this influence is so active, and it is harder to act to successfully integrate social networking and SEO.
Do you want to end this doubt once and for all? Then see how social networking relates to SEO and some practices worth following!
After all, do social networks influence SEO?
Since not all content on this topic is clear enough, some have doubts about the real impact of social networking on SEO.
So, let’s clear this question once and for all, starting with the official position of the top searchers regarding the role of social indicators in indexing pages.
Here’s what the top two search engines think today, Google and Bing:
Google’s official position to date is that social networks are not part of a page’s ranking factors .
In other words, having a strong profile on Facebook or Twitter does not guarantee that your site will have a good position in search engines as well.
In fact, the Mountain View company makes sure that social networking pages are viewed like any other on the web.
The upside is that links from these profiles to your page are taken into account, which can help with ranking.
On the other hand, the number of followers still makes no difference in Google’s criteria.
Bing, the second most used search site in the world, has slightly different criteria.
In addition to the quality links to your page, which are evaluated to determine the relevance of your page, Bing also considers the authority of your profile .
This means that, unlike the main competitor, he considers the number of followers to rank his page.
This is significant because Bing is big enough to weigh in any company’s marketing decisions.
So, you can see that social networks directly or indirectly influence the SEO of your site, right?
4 truths you need to keep in mind about the subject
Very well, it became clear that the role of social indicators as ranking factor is already a reality, even if it happens indirectly.
But having some truths in mind will help you keep track of the importance of social networking in strengthening your site’s SEO. See what they are:
1. The ranking criteria change, but not so much
If Bing uses the profiling authority of the ranking still doesn’t convince you, think about it: the criteria change over time, but not so much. What does that mean?
Even if Google doesn’t view its followers as relevant now, that doesn’t mean it won’t consider it in a while.
What you have to think about is that social networks are gaining more and more importance, and Google has not left that criterion out of interest.
It is only a matter of time before he finds a way to evaluate social data accurately collected.
The question is, do you want to wait for this to happen before you start investing in social networks?
2. Social profiles are ranked in search engines
Even without being used directly in page ranking, it’s good to remember that social profiles are ranked, and this influences who does a search.
So even if your site’s position is not changed, what the visitor will see in search will definitely be .
Imagine the impact of seeing your profiles on major social networks right on the first page of the search.
Because they are all channels of your business, there will be multiple entryways to your content that will eventually lead to your site.
Now, if your social profiles lack quality content, an attractive visual identity, and true interactions with your followers, that weapon will be quickly lost.
3. Brand Strength Impacts SEO
Never forget that social networking is among the most powerful branding tools you can have.
After all, through them you close relationships with the public, keep them engaged, and gradually earn their trust.
But what does this have to do with SEO? In one word: Everything! The stronger the brand becomes, the more people will want to know about it .
And where do people go when they want to know more about a brand? That’s right, for search engines!
Thus, the branding force generated by an active presence on social networks will make your site’s SEO strengthened “by table”.
4. Social networks are also important search channels
We must not forget that social networks are already powerful search engines in their own right and widely used by users.
It doesn’t make sense to think that people only use Google and Bing to find what they’re looking for on the web.
Because of this, even references in digital marketing such as Neil Patel believe that social networking is the new SEO.
The fact is that your brand’s content can easily be found and shared, especially because of the advanced search filters available.
The most common filter, the hashtag, is so useful that you even got a specific blog post here!
9 Best Practices on Social Media to Boost Your SEO
Given that social networking and SEO are really war partners, it’s high time to prepare to boost your strategy , don’t you think?
We’ve separated some of the best practices you should follow on social networks to see your SEO results soar! See:
1. Get more followers
Just the fact that Bing, one of the world’s top searchers, uses followers as an analytical criterion is worth investing in.
Also, since Google tracks your company’s social profiles, having many followers will increase brand credibility with new visitors.
Just don’t fall into the trap of buying followers or pursuing similar strategies, as search engines can also qualify those followers when ranking.
Ideally investing in building a real audience , which may take time but is much better for the brand.
2. Optimize posts for searches
One of the most important factors for your content to be found is the optimization of each post for search, both in traditional engines and in social networks.
It all starts with the content of your blog, which must be properly prepared to be found by search robots.
This includes use of keywords, meta description, titles, URL and other elements of SEO On Page .
When posting on social networks, the use of hashtags is essential, but not limited to that: each network has its own resources that can extend the reach of posts.
3. Publish quality content
We could highlight thousands of techniques, and you could follow them all to the letter, but if the content produced doesn’t have quality and depth , it’s no use.
We have all tired of hearing that content is king, and the reason is clear: even though ranking well for a while, shallow content is losing ground to more relevant pieces.
Therefore, be careful in the preliminary research, definition and elaboration of the themes, titles and everything else related to the content.
This will give your content a solid foundation, allowing it to reach the top and stay there.
4. Don’t Forget the Pictures
Although spotlights always focus on written content, it is common knowledge that images play an important role in a site’s good SEO performance .
So, in addition to using quality images to enrich your content , try to optimize them as well. In what ways?
File name is the first information search engines look for, so use clear names instead of “img03453289.jpg”.
The Alt Text is also an essential feature, as well as the content around each image, among other factors.
5. Work to get external links
One of the best ways to engage audiences on social networks is by posting content on your blog.
The big draw in this case is that it’s not just your profile links that will point to the site. If the content is really good, more people and sites will share the links .
This way, search engines will realize that that material has been well accepted by readers, and can put it in the spotlight in search results.
The more evident your content is, the easier it will be to get external links to it.
6. Facilitate social sharing of content
Social sharing of your content will serve the same purpose as we highlighted above, increasing its credibility in the eyes of readers, and hence of search engines.
But how do you get this content shared more often? Creating a catchy title is a great start!
Going a step further, try repeating the same content posting – remembering to respect the right frequency for each social network, of course!
Finally, include content in existing discussions on the topic at hand as a way of adding value.
7. Maintain the regularity
Being fickle on social networks is one of the biggest sins a brand can commit. This causes the audience to become disinterested in what you have to say.
In turn, you will lose followers, not have so many shares and outbound links, and all of this will be reflected in your SEO.
Even if you prefer to start with a few posts at first, it’s best to do this regularly.
Otherwise, you will not be able to build a loyal audience and reap lasting results.
8. Bet on user generated content
Another very interesting social effort that will surely bring good results concerns user-generated content .
By betting on it you will have, at one go, greater brand engagement , fresh content on a regular basis, all with little or no investment.
But how does it help in SEO? The trend is that this initiative will help to gain mentions, shares and external links, so important to the strategy as a whole.
This content may involve campaigns, question and answer sessions, and even real-time discussions on interesting topics.
9. Track the social progress of the brand
The last, but not least, practice that you must follow strictly is to track the progress of your company’s social strategy.
After all, how else will you be able to know if the ideas are being executed well, and if the investments made are paying off?
Comparing this to the company’s SEO progress will also give you a broader notion of how the two areas align, and it will certainly point out where you need to improve.
Using good analytics tools and following reliable KPIs is a good start to making sure this tracking is successful.
The basic principle we can understand is that the more present your brand is to the public, the better the chances of search engine ranking, which has increasingly prioritized user experience. With that in mind, go social networking to push SEO to the top!
Aside from helping with your SEO, did you know that you can use social networking to sell? Learn all about social selling and how it can help you!