How do Social Media and SEO Connect?

Most businesses that have a website are aware of the term SEO. Search engine optimization works to improve search engine rankings and get more people on your page. Social media is also a term that almost everyone is familiar with these days. Social media encompasses any online tool such as Facebook, Twitter, Instagram, Google+, LinkedIn and more. These websites all have one similarity; they aim to connect users by uploading, commenting or liking shared content. When we talk about SEO for social media, we are talking about combining the two and using social media to improve search engine results to yield higher rankings online.

Over the years, these techniques and practices have changed and evolved. Today’s SEO landscape puts much more value on social media and “social signals” when indexing and ranking a page.

What are Social Signals?

A social signal can be considered the word of mouth for the digital age. Social signals consist of shares, likes, comments, pins, votes or views that come from your various social media pages. These social media pages are connected to your brand and filter information to search engines. While the specific algorithm that search engines use to index pages is not known by anyone, it is widely agreed upon that search engines identify and utilize your social signals when indexing your pages. Even though it’s not known exactly what degree of value is placed on the use of social signals, search engines compare likes and shares to be recommendations from consumers on the trustworthiness, relevance, and quality of your brand.
Social signals are crucial when discussing social SEO since it’s these likes, shares, and comments that are seen by search engines and in the end, help you rank higher and, therefore, get more potential views and customers to your page.

How to Use Social Signals

Since social signals are the likes, follows, mentions, comments and other interactions on your social media pages, there are a few specific ways you can improve the signals on your page, some tips include:
  • Create compelling and relevant content that is appropriate for your brand, which readers would want to share with others in their social media circles.
  • Ensure your social media accounts are clean, easy to read and easy to navigate. Making sharing on your page simplified will increase the number of shares you get.
  • Create a schedule for posting and stick to it. Posting regularly increases visibility and provides more opportunities to engage with readers.
  • Communicate with your audience through social media, reply to comments and engage with the reader.
  • Share content on your pages from other relevant sources.