Have you ever visited a social media platform and reacted to posts by liking, sharing, or commenting on them? Most likely, you have used these social signals. It is important to be aware that this level of engagement is where the functions of social media begin to interact with the powerful force that is Google. Establishing a high ranking on Google is an intimidating affair for businesses these days, especially since the number of factors and the weight of these factors sometimes seem, to an extent, mystical
Developing a website with engaging content that includes appropriate keywords—those most likely to be searched by the users—is a fundamental step. Establishing back links is the supporting next step. However, one of the most overlooked elements in Google Rankings are the social media signals. These signals can play a critical role in your search rankings.
The simplest way to understand this is by recognizing how the rampant use of social media in fetching millions of posts per day. Many posts link to websites, and if half of the people who encounter a particular post click the shared link, they will be directed to the website. This will ensure a boost in site traffic and thus the site’s overall ranking. It justifies the need for the landing link on the original social media post. Search engine optimization goes hand-in-hand with social media marketing.
Social Signals: Per the Google algorithm, content visibility, and thus rankings, are directly affected by social signaling. The higher the number of social signals, or reactions, on a post, the greater the post’s visibility. If the content is being shared, it will likely be discovered by a large community, which eventually bestows upon the website the privilege of being popularly used by a broad audience. However, it is up to the social media user whether or not to respond.
Content optimization: Optimized content for social media posts drives up the numbers of potential visitors to websites. Once users find a link that seems to meets their interests or needs, , they will likely navigate to the site and explore the contents to excavate useful materials. They will spend more time on the site if they find it to be useful. These user engagements ultimately impact the ranking of the website.
User retention strategies: While scrolling through social media platforms, users barely spend a millisecond on any post unless it is directly relevant to themselves or their needs. These enders it a necessity to organize and implement effective strategies to promote content, including choosing the best platform(s) for each post. All of this can be done through Keyword Development and Analysis, Video Marketing, Social Influencing, Native or Paid Advertising, Back Linking, etc. The combination of these tactics can work together to intrigue potential customers. If you can entice users to learn more about you, they are more likely to visit your website.
Social media profiles: It often happens with searches that social media profiles appear before other web links. For example, a Google search for “Bookseller” might yield a highly-ranked Twitter account named “Bookseller” as one of the first search results. Putting it simply, social media accounts can rank high and this enhanced visibility builds reliability around a brand. Once a product sets up a successful and recognizable brand image, its website will drive up traffic, and thus its ranking.
Brand promotion: Beyond all these social media platforms can also be used indirectly and directly for brand promotion. This can be done by increasing positive brand mentions. When people are exposed to something frequently, they develop a thirst to learn more about the unfamiliar thing. Recently, you might have seen viral videos of people dancing out of their cars posted on Facebook and Instagram. Curiosity about the origin of this phenomenon led many Google users to search for the “KiKi challenge”.
Despite the fact that many viral videos and advertisements hardly make a direct impact on users, they do encourage viewers to act on their curiosity and make Google searches. Fetching traffic in this way can improve the rankings of affiliated sites. To make this strategy more effective, make sure the content runs systematically in continuity. Furthermore, you can buy “organic influencers” for brand promotion.
Now that the benefits of using social media for marketing— and how social media affects Google rankings—are apparent, website owners can invest their time and money in unleashing these potent tools to improve their rankings.