The past decade has seen the growth of a phenomenon that connected people from all over through the Internet. This phenomenon did not just sweep the world like a storm but also evolved into a force that is capable of influencing various aspects of society itself. It’s called social networking, a thing that could have been nothing more than a past time for people of all ages had its great potential to connect people and spread information not been realized.
The platform for social networking is known as social media. Many of these exist on the Internet, but most notable are the top three social networking sites: Facebook, Twitter, and Google Plus. The massive following of these respective sites effectively made social media a force that could potentially shape the world, and also an effective medium through which information is spread, making it a great tool for Internet marketing.
Not many know this, although there have certainly been a growing number of online marketers who make use of the social media to market their products and websites. Much less do many know that activity across various social media platforms actually have an impact on a website’s search engine visibility.
Certainly, social media has a lot of sense in the context of straightforward online marketing. It helps a lot with establishing the business’ brand and gives entrepreneurs the opportunity to gather leads that they can actually convert into paying clients. SEO-wise however, it’s hard to see the relevance of social networking at all. This is likely the reason why so many SEO marketers have neglected social media among others.
How then, do social media affect the way a website ranks in search engines, particularly Google? The answer can be summed up in two words: social signals. Social signals refer to the number of times the site gets shared across various social media platforms.
Search engines now look into these signals and measure a site’s popularity and authority through them. In other words, search engines are now behaving like actual people, spying your social networking activity in order to know just how much people are willing to spread the word about your site and share your content.
Speaking of which, social media marketing is ineffective if you don’t have any content to link to, or content that other people are actually willing to share. Indeed, content and social media are practically a married couple in SEO – lack of unique, quality content would mean your social networking activity has zero impact on search engines. SEO marketers who know their stuff always make sure that they run a blog and a social media profile hand in hand.
While social media is not everything there is in SEO, it is undoubtedly one of the most important factors that SEO marketers should consider if they are looking to improve the ranking of the sites they are promoting. It should not in no way see neglect, as it is one of the keys to improve the ranking and authority of your site.