The Importance of Your Social Presence as an SEO Ranking Factor

Nowadays, social media’s reach goes far beyond its field. The search industry, for instance, is a prime example of how much influence social media has brought to other niches. When it comes to search engine optimization, a solid social presence is a must to attain success in this highly competitive and complex industry. By social presence, we are referring to social media activities that will increase your website’s organic traffic through search engines.

Social media has been the topic of many conversations and articles. That’s because it’s an important SEO element in more ways than one. It doesn’t just boost the effectiveness of your SEO activities, but it is also lucrative. Although social media and SEO may seem opposites, they complement each other just right.

However, you should know that…

Social media doesn’t directly affect SEO, and that’s a fact that many marketers and SEO experts can back up. Following that thought, social signals either, don’t directly improve your rankings. While the links you share on social media platforms may help boost your brand exposure, they aren’t considered direct ranking signals by Google.

But, here’s the thing: social media still bears great significance but on a deeper level. Albeit indirectly, social media indeed has a positive effect on your page’s ranking. Put simply, it impacts the factors that directly affect rankings such as traffic. Therefore, there’s indeed a correlation between a site’s ranking in SERPs and the number of social signals it has.

How social media impacts your SEO

Many websites that have top Google rankings also have strong social signals. So, if you’re performing social media marketing, then, in essence, you’re also boosting your site’s chances of performing better in SERPs. Let’s look into the ways social media can enhance your SEO efforts.

1. It drives traffic

Website traffic has always been on the top of the list as one of the primary ranking factors. Social media impacts your site traffic by boosting the visibility of your content. When more people share your content within the web, they’re going to drive more traffic to your site, which in turn, improves your rankings.

2. It helps your social media profiles rank in SERPs

The great thing about being involved in social media is that your profiles aren’t just confined in the social media world because they can also be ranked in search engine results. Often, social media profiles are prominently displayed in branded search results, typically on the first page. As such, your brand won’t just experience higher search engine visibility, but it will also gain more traffic by creating social media accounts and properly optimizing them. When displayed on search engines, users can also the ratings and some review snippets of your company. This can lure people into clicking on your link if your social media profile can catch their interest.

3. It boosts your content reach

Social media is a wonderful platform to ensure that your content is accessible to as many online users as possible. With search engines, users only see your content when they're searching for a keyword that you're also optimizing for. However, with social media, you will be able to get your content in front of other people who are yet to realize that they need your content. Better content results in high-quality traffic, which then affects your rankings.

4. Social media platforms can act as search engines

Currently, more and more people are now realizing that search engines aren’t the only ones they can use to look things up on the internet. With solid and innovative search functionalities, social media platforms also have become valuable search engines themselves. Many people today directly use social media when looking for a person and/or brand’s profile, page or content. Thus, it’s crucial to always optimize your social media profiles and content while incorporating relevant keywords to increase your business’s visibility.

5. It enhances your local SEO efforts

Unbeknown to many, social media also influences local SEO. As you probably know, your business’s NAP (name, address, and phone number) plays a significant role in local search rankings. Maintaining the same NAP information across various listings and directories will let Google see your business as more credible. Consequently, this can improve your rankings in local search results. Moreover, you can also geo-tag your posts and stories on some social media channels. This will be a great opportunity to gain more local visibility, helping you widen your reach.

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