The Impact of Social Media over SEO: 5 Ways to Reinforcing SEO with Social Marketing

As you probably already know that a customized SEO strategy may enrich your search visibility and Google rankings. Every small business is already aware of what search engine optimization is and how can they channelize it to get more organic exposure from search machines like Google.

The fact is – many of their customers use Google or Bing to find their kind of businesses.

Alright, it’s so usual: We just “Google” a local business to see their Yelp ratings, user reviews, and working hours. And on top of that, we assume that businesses ranked on the top page of Google SERP are the most reliable and trustworthy. Don’t we?

But as a business owner or as a content creator, do you also consider social media strategy an inescapable part of SEO? Every brand creates awesome content, but it is that fierce competition that makes it too challenging to get it on top search results since a lot of content gets published daily.

Social media marketing has its own benefits for any online business, but it also assists your SEO efforts.

Does Social Media Impact Your SEO?

It’s been a topic of sizzling debate about how social signals impact a website’s search rankings.

After several experiments, online marketing studies prove that social media doesn’t have a direct impact on search rankings, but it has a direct influence on other factors that impact search rankings.

Traffic, for example: When the community shares your blog posts with their followers, you’ll get more traffic to your website, and as a result, it will boost your organic rankings.

Cognitive SEO saw and confirmed a huge improvement in keyword rankings when their article got picked up by Reddit and had 20K unique visitors in a single day. As more and more Reddit users saw the thread, upvoted, and commented on this, the content got higher rankings and attracted more views and comments.

Second, you have probably noticed that social media profiles get ranked for brand name and transactional search terms. They are prominently on top in branded search results, often on the first page.

What does it mean for you? Well, you can increase your branding and drive more visitors to your website by creating and optimizing social media profiles.

Additionally, users can see the overall ratings of the business on Google SERP itself, and if anyone wants to read more about the business, they may follow the link. A quick visit to your social media profiles will help them get a feel of your brand’s mission and help them discover your services.

The next section includes five fundamental steps to get you started on your social media marketing journey to keep it well-aligned with SEO efforts. Your online presence, branding, and blogging success will grow exponentially over time if you build a strong social media strategy focused on targeting the right customer in the right place.

And since building a strong foundation is critical for PR, marketing, or branding, this post would get you off on the baseline by carrying a fresh perspective to your social media strategy.

Here’s how I suggest it, broken down into five steps:

1 – Design and optimize a strong brand profile on multiple social platforms.     

Your social profiles rank high in search engines like Google.

Let’s admit this: social media pages are considered a credible source of information (by most search engine algorithms) and therefore provide your brand with higher rankings. The more brand mentions and citations search engines find across the web, the higher you rank.

A branded social profile that’s not only active but effectively explains what it does is a critical step towards creating a buzz among the audience and moving up in the search results. Though Facebook is the most popular social platform, this alone isn’t enough when it comes to increasing the outreach and impression of your content. The more active profile your brand operates, the more your brand name will come up in Google SERP.

Pay close attention to every detail like username, header image, and the BIO text. Try to be a bit concise and descriptive. If you forget to optimize the BIO text; let’s say the keywords; you will just miss an opportunity to explain what your brand is all about to potential customers searching on Google.

2 – Think of Inventory.

Craft a social media marketing plan by asking yourself how much time and resources you can reasonably commit to social media marketing each day.

How much time do you need to spend? It depends on three things:

  • Your business size
  • Your budget
  • Your goals

If you’re a beginner small business owner who just wants to expand the reach, probably, it won’t take more than 30 minutes a day on social media marketing. On the other hand, if you are a large enterprise, you should have a dedicated team of social media in place.

3- Analyse competitors.

Before you start planning what to post, check out other brands’ social media pages to see what your customers are already talking about. There is also an opportunity to track which of your competitors are actively using social media, what kind of media they’re uploading, and how often they’re publishing it.

4- Craft your content.

Now figure out what type of content you’re going to post on each social media account and when.  If you don’t have a brand already in place, you might need to ask yourself:

  • What subjects will I cover?
  • What kind of voice, personality, and tone will I use?
  • How will my tone differ from that of the competition?
  • How often will I post promotional content?
  • How will I balance my self-promotion with other types of content?
  • How will I engage with other users and encourage conversation?

The timing of publishing posts can greatly impact the results. Try to bring a variation and see different times of a day or different days of the week generate the best engagement with your followers.

You may also want to make a list of potential sources to pull information from for when you’re having a slow week.

5- Use social media as an SEO link building opportunity

Backlinks are still the strongest signal for organic rankings. Now, earning them is more valuable than building them. You can’t expect a website owner will link to your website by simply asking for this straight away. In the modern scenario, link building is all about relationship building.

In that sense, social media is a tool through which you can show your brand’s personality, get introduced to other like-minded people, and build a relationship with them by adding real value.

While social media marketing has a direct impact on referral traffic, it can be used to improve link building specifically in the following areas:

  • Brand awareness
  • Content promotion
  • Content collaboration
  • Guest blogging outreach, and
  • Link prospecting.

Summing up: Evolve your social media plan

Monitor your results using Google Analytics, Sprout Social, or TweetDeck, and adjust your social media plan as needed. You might need to modify your messaging and tone. Additionally, you may go with the paid promotion of your social media posts.

If your marketing budget allows, you can hire a virtual assistant and let them design beautiful banners and images that have a one-on-one match with your brand’s voice.

By engaging customers on social media and encouraging them to post or comment on your social pages, you create the perception that your organization is very involved in the digital world, and this encourages both current and future customers to take the conversation about your brand to your social profiles.


Shyam Bhardwaj
Shyam Bhardwaj
Shyam is the founder of a boutique marketing agency and has over 7 years of industry experience in search engine marketing. With background experience in IT engineering, he also customizes eCommerce stores and optimizes sales funnel for better ROI generation. His writing work has been featured earlier on Curatti, e27, Tweak Your Biz, and Small Business Bonfire.

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