As any SEO professional will know, social media cannot directly contribute to search engine rankings. Although brands with great social media will often rank higher, it’s important to recognise that one factor did not cause the other in this scenario. Rather, a business may have succeeded with two (or more) specific strategies simultaneously.
However, just because tweeting about your website with your chosen keywords or posting links on your Facebook page will not support higher rankings, that’s not to say that social media can’t be used as a tool to help improve your SEO.
Does this seem like a contradiction? Here are a few examples to explain it.
Posts appearing on SERPs
Tweets can appear on search results pages, so as long as you are posting about relevant topics, you can get your voice heard directly on those SERPs. The same is true of profiles on almost all social networks (e.g. Facebook pages tend to rank highly for company names).
Although your website rankings are not affected, this does mean that you have more chances to engage with your customers and grab their attention, luring them into the parts of the internet that you have control over.
Directing users to content
By the same token, you can use your social profiles to bring additional traffic in from social channels and divert them to pieces of content hosted on your site. If they enjoy what they find, hopefully they’ll stay to see more.
Although your website isn’t ranking any higher as a result of your activities, the increased traffic you get from social referrals will always count as a positive sign, as long as all those visitors are relevant.
Spreading the word
The more you talk about your brand, your products, your services and so on, the more people will take an interest and search for those terms. The more people search, the more chances you have of getting organic traffic. The more traffic you can get, the better chance you have of ranking higher.
Following this logic, getting a conversation going on social media can become a virtuous circle which builds interest in your website and boosts your SEO power.
User experience and trust
Social media is an excellent way to build personal relationships with your customers and users. It gives you an opportunity to make the situation more focused on a person’s individual needs and their experience with your brand online. You can engage with people who leave reviews and find other ways to start conversations which ultimately drive traffic and improve the level of confidence people have in your brand.