I recently read an article on Social Media Today titled How Does Social Media Impact Your SEO Efforts?
In the online marketing realm, it feels like the answer to this question is constantly changing. Google continuously updates their algorithm. I’m not sure they even know how they rank sites now (just kidding, Google!). When I first started my business, I remember telling clients that social media was a huge contender for getting their brand’s recognition up on the Google search list. That was over three years ago, and a lot has changed.
The author of this article, Andrew Hutchinson, says, “And while social media, as part of the wider online eco-system, does now play a part in the overall process, Google still doesn’t factor in associated social media performance directly.”
Hmm. So, does this mean that Business ABC (<- fake business) who has a Facebook, Twitter & Instagram but never post to them gets the same amount of influence in the search rankings as Business DEF who has and updates daily all of their social media accounts? And the answer to this question is…. it’s complicated. “As noted, Google looks for backlinks and page content, and individual social posts and profiles are considered the same as any other webpage which Google can index. That means that if you have a lot of people visiting your social profiles and content, they can individually rank in search – in fact, for a lot of entities, you’ll find a Twitter profile, in particular, will show up high in search results (this has been helped by the fact that Twitter and Google have an agreement to index tweets).”
“So in itself, sharing content and generating engagement on social won’t help your content rank in Google, but more traffic and backlinks definitely will, which social can facilitate. As you can see, while the connection between social and search is not direct, the two processes are aligned, and being active on social will most definitely help your SEO efforts – though not necessarily in the way you might expect.”
I really like that last sentence. The answer is yes, social media can help your Search Engine Optimization, indirectly. I definitely recommend following the link to Andrew’s article to read on. It’s fascinating how complex yet simple SEO really is.