Effective SEO is trending to understand how the different facets of a brand’s digital strategy, such as Social Media, play together to establish an authoritative, relevant and credible digital footprint.
The questions to ask are, is my website captivating, how good is the content it provides, and how are people interacting with my brand and its content?
Social media interaction is a significant indicator that shows how well a brand is at establishing online collaboration and will likely be a much more significant element for determining rankings in the future.
Google confirms that it doesn’t use social signals as a part of its core algorithm, yet it has hinted that social may impact secondary signals for ranking. Thus, SEOs believe it is now more important than ever for businesses to be interactive and well displayed across many social media sites, as well as establish collaboration within social media communities.
An important SEO practice is link building, the concept that third party link volume is similar to a ‘democratic vote’ to determining the authority and popularity of sites for given search terms. Google’s most recent ranking updates further substantiates this claim, and links are growing in importance for rankings. In the days before widespread social media, this made sense for content syndication. Previous best practices dictated that people would share and interact with content by writing blogs about them or posting on their site to share that content.
These days, the interaction is as simple as a share button away… so the link building from 3rd party sites for sharing content has dropped off substantially. As this kind of blogging and link interaction decreases and social media shares, comments, and likes increase, Google will likely increase significance for search on this type of content interaction in the future.
Google+ used to be a huge ranking signal for brands, but the ultimate failure of it as a social media site caused Google to back off from using it so heavily as a factor. Since 2015, Google has had the ability to index and crawl the entirety of Twitters back, and Google now serves Tweets in search results. You may have noticed tweets showing up on search engine results pages more frequently these days. Google has yet to establish a relationship with Facebook to index it’s content but hasn’t said why. We venture to guess it’s because Google can’t be sure that Facebook’s algorithm doesn’t control content/syndication/interaction, and it’s hard to determine and serve true relevance/authority with the way the system is currently built and maintained.
A significant benefit that your Social Media strategy has for your digital strategy is that it broadens your brand’s digital footprint. The stronger your digital footprint, the better chance a website has to occupy more real estate in search results, and could also rank higher in search results since Google’s SEO algorithms can use this as ranking factors to assess web authority. Sharing content and establishing conversations around it on social media sites does build no-follow links back to your site, and better helps bots find and more easily crawl your website.
The ancillary benefits of social media strategies for advertisers outside SEO are important to consider as well, even if it doesn’t have a direct correlation to improving rankings. Social media helps brands get discovered, collaborate with the general public, and generate traffic to their websites. It’s an incredible tool with endless marketing applications, and should be a core of any brand’s digital marketing strategy.
If you would like to learn more about an effective social media strategy feel free to give us a call at (303) 501-1821 or fill out the contact form above.