How Social Media Impacts SEO
Does social media impact SEO?
Google has noted many times that their algorithms do not consider social media signals in their rankings. However, even with that said, it does not mean that social media sites do not contribute to your websites overall performance in Googles search engine.
Confusing? We know.
The World-Wide WEB
Let’s assume for a moment you have no idea how search engine optimization works but you know that you want your website to appear in Google’s search engine.
The key to doing this is by creating a digital web that is connected to its self through channels and avenues. In turn, each strand spun contributes to the entirety of the web and how well it preforms.
There are many ways to weave those strands and using social media signals, while not a direct indicator for Google, does add to its overall performance.
Social Media impacts SEO indirectly by creating inbound and outbound traffic. When you create a blog, video or post on your website that is of great quality and content, people naturally want to share it.
When individuals share your content, it leads to more traffic from unique visitors who are also engaging with your websites content. While those visitors are there Google is measuring different metrics that are used internally to continue scoring your website.
What Metrics is Google Using?
Google use’s many metrics – some are known and some are not. We have compiled a short list below that allows you to see how social media impacts SEO.
- How a visitor got to your website (Social Media, Organic Search, Paid Search)
- How long a visitor stays on your website. This is also known as a bounce rate.
- If your user interacts with any other pages on your website other than the one, they were referred to from social media.
- If your website is easily navigated by the end user and scaled to the device, they are using.
The combination of these metrics, along with how many unique visitors are coming to your website, gives Google a snapshot of relevancy. If Google finds your site to be relevant to users and there is a vast deal of them engaging with your content, your internal rankings go up. If Google finds the opposite, they go down.
Please note: This is not a complete list of metrics.
Social Media Profiles Rank in Search Engines
In addition to getting visitors to click through to your website from social media, it’s also important to note that social media sites may also appear in organic search results.
Facebook, LinkedIN, Instagram and other Social Media sites are considered “high value” by Google. What this means is that they are a trusted website with lots of end users.
In many instances, while you may not be able to get your website to rank for your main key phrase, you might just be able to wiggle a Facebook, Instagram or LinkedIn profile into the search results that you can then convert to your website.
Social Media Sites Are Search Engines Too
Social Media sites are no longer just that. People are now using them to look up news, groups, people, ideas, hobbies, interests and more. What this means for you is that your company, brand or niche should be focusing on showing up in these results. This is just one of the many other ways social media impacts SEO.
A Few Statistics
- As of 2016, Twitter handled 19 billion search queries a month (that’s more than 5x the queries handled by Bing!).
- In 2012 Facebook said it got around one billion search queries per day.
- As of March 2017, YouTube got roughly 3.7 billion search queries a month. Also, 100 hours of video are uploaded to YouTube every minute, making it one of the largest content repositories on the web.
Social Media Impacts SEO
As you can see, using social media can effectively impact your SEO through queries, traffic, shares, likes and relationships. We recommend using social media marketing as consistently as possible to aid your website or platforms overall traffic.