Social media networks affect your websites
Search engines are increasingly turning to social media to understand what is credible, relevant and more importantly, popular. Just as search engines use social media, businesses and other organisations must also take a step into this world to further their marketing strategies.
Yet, SEO and social media do overlap, with social media contributing to the overall organic success of websites in many different ways.
Five ways in which social media affects your websites, which in turn impacts SEO:
Potential to link or build links
Social media, when used the right way, increases a business’s visibility among the target audience. This increased activity or movement of content over social media serves in building links for the website. The higher the number of credible links to your content, the higher it will be ranked in search engines. For example, a video viewed on YouTube through a different platform like Facebook ten times initially leads to a greater number of links than if it wasn’t viewed on that platform, since that means the content has been re-shared (which implies quality).
- Personalisation of search results
When searching for certain keywords, the search engine takes into account your presence on social media and your connections to give you results attuned more towards what you need. This personalisation of websites on social media ensures that your website is shown higher in search results for your contacts or followers.
- Volume of query searches increases when on social media
Having an online presence, especially on social media networking groups such as Google+, Twitter, etc., helps your content get across to a larger audience. Because of this increased networking on the internet, you are allowing for a much bigger audience to search and find your websites by sharing, tweeting, etc.
- Volume of traffic and engagement of the site
Increasing your website’s presence on social media will increase the number of people visiting your website, and the larger the volume of traffic, the better it is for your website, since this is a key factor in search engine ranking. Most of the time, your content being shared across these social media platforms will drive most of the newer traffic to visit your website. Depending on how interesting your content is, your visitors will either stay longer or simply move on to another site; the longer they stay, the better your website’s organic success.
- Brand Signals
There are some opinions that say that getting your website mentioned on social media, even without a hyperlink, also contributes to the ranking factors. Search engines like Google call this a co-citation and have named it as the brand signal of the content or website. Social media is one of the best platforms on which to increase the awareness of your website among your potential audience. Sharing your content on these platforms and spurring conversations may result in these co-citation mentions.