4 Ways Social Media Marketing Can Help Power Your SEO Rankings

author image Written by: Content Team           Categories - SEO Tips

SEOThere’s been much discussion around the impact of social signals on search engine results. One thing’s for certain–Every social media platform that your business is represented on, where you regularly engage and interact with your target audience, can have a positive impact on your company’s ranking on the search engine results page (SERP) and for your organic SEO. In fact, social media marketing should be part of your company’s comprehensive digital marketing strategy as it can positively influence your rankings, in the following 4 ways:

1. Social Sites Can Be a Source of Website Traffic

It’s proven that timely, relevant content on your social media sites drives engagement and fuels conversation around your brand and business. Interesting social content gets “liked”, commented on, and most importantly–shared! This sharing may be within other social sites, via email, in an online presentation, or used in other website content. Popularity and buzz around your brand fuels interest and drives traffic to your website. Those that visit your site clearly have an expressed interest, and for that reason they’ll likely spend more time browsing rather than be an “accidental” visitor. A popular company or brand that’s the subject of social discussion, that has many external links back to its website, and consequently, a lot of traffic, is likely to rank more favourably in organized searches.

2. The Nature of Social Content Triggers Interest

Social media marketing makes great use of multimedia, such as videos, images and infographics, to quickly and effectively engage an audience. The content is delivered in an easy to digest format and resonates with audiences more so than plain text, thereby making this type of media easy to share, repost, or re-tweet. Each interaction with your company via social media channels sparks interest in your company and increases the probability of users clicking on the direct links back to your website. Increasing your overall shares generates more search traffic.

3. Opportunities to Engage in Trending Discussions

Social media is a terrific platform to spark conversations with targeted audiences, and the potential reach is vast. You can start by asking questions and engaging your audience in discussions around trending topics, and using hashtags as a strategy to interact with sizeable (and new) audiences. Trending topics generate a lot of buzz, and being involved means that your brand is gaining exposure. When participants share your posts and tweets, not only is your message getting out there, but your company’s popularity and relevance in relation to that topic is also growing. When those same topics are typed in search engines, you’ll likely appear. Increased awareness of your brand does great things for your SEO rankings.social media marketing

4. Social Media Engagement Leads to Quicker Indexing of Content

If a higher ranking on the SERP is your objective, then having highly relevant, original, and interesting content, both on your website and social media sites is a must. Social media may help your organic SEO results because content that’s shared on your social sites–especially on Google’s very own social network, Google+ –can result in this content being indexed in the search engines more quickly. Social media marketing plays an important role in fueling your presence on organic search. If your business is considering a comprehensive digital strategy that will help boost your company or brand’s popularity and position on the SERPs, then you should consider this quote by Sonia Simone, co-founder and Chief Content Officer of Copyblogger: “Google is like a mean high school girl” – you can’t just approach her and assume she will let you sit at the head of her lunch table… those in her circle must “like” you first.

Content Team

Google Confirms That Page Experience Update Is a Ranking Factor


Google’s John Mueller has offered up some interesting insight into the recent Page Experience Update, revealing that the update, which incorporates core web vitals, is, in fact, a ranking factor and could have more impact than previously thought.

“It is a ranking factor, and it’s more than a tie-breaker, but it also doesn’t replace relevance,” said Mueller on Reddit.

READ MORE: LAUNCHED: Google’s Page Experience Update Begins Rollout

This revelation should come as a bit of a surprise to the SEO community, as Google had previously implied that the Page Experience Update is simply a tie-breaker.

In fact, Google Webmaster Trends Analyst, Gary Illyes, had initially said the Page Experience Update would not be significant, with Mueller adding that it would be a slow rollout that would not be felt very much. Google Public Search Liason, Danny Sullivan, also came out and said that it would not create massive change or have a significant impact when rolled out.

Based on Mueller’s comments this morning, we can now assume that the Page Experience Update lies somewhere between a tie-breaker signal and a very low weight signal.

Here’s Mueller’s full explanation so you can interpret it for yourself:

“Depending on the sites you work on, you might notice it more, or you might notice it less. As an SEO, a part of your role is to take all of the possible optimizations and figure out which ones are worth spending time on. Any SEO tool will spit out 10s or 100s of “recommendations”, most of those are going to be irrelevant to your site’s visibility in search. Finding the items that make sense to work on takes experience.

The other thing to keep in mind with core web vitals is that it’s more than a random ranking factor, it’s also something that affects your site’s usability after it ranks (when people actually visit). If you get more traffic (from other SEO efforts) and your conversion rate is low, that traffic is not going to be as useful as when you have a higher conversion rate (assuming UX/speed affects your conversion rate, which it usually does). CWV is a great way of recognizing and quantifying common user annoyances.”

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Google Offers Insights Into How It Deals With Spam During Podcast


Less than a week after rolling out part two of its “Spam Update,” Google has provided some insight into how the search engine tackles spam.

 In a recent podcast, Google’s John Mueller, Gary Illyes, Martin Splitt, and Duy Nguyen from the Google search quality team, discussed Google’s methods for ranking search results and preventing and dealing with spam content.

READ MORE: Google Confirms New “Spam” Algorithm Update

An interesting piece of information provided by Nguyen was that Google uses machine learning models to deal with “obvious” spam.

He explained that Google uses a “very effective and comprehensive machine-learning model that basically took care of most of the obvious spam.” This machine learning model enables the Google search quality team to focus on “more important work,” such as hacked spam, online scams, and other issues that machine learning models may not pick up on.

Google’s machine learning models are also constantly working on improving their spam prevention methods when it comes to search by analyzing years’ worth of data.

Insights into How Google Ranks Search Results

Mueller, Illyes, Splitt, and Nguyen also discussed how search rankings work, diving into Google’s methodology.

Here is a summary of what was discussed:

Google’s first step is to compile a shortlist of around 1,000 results for any given query. Google generates this list based on how topical and relevant the query and the content on a particular page is.

From this list, Google will apply ranking signals and factors to come up with an even shorter list. According to Illyes, this part is where “the magic” happens.

Google then “assigns a number and we calculate that number using the signals that we collected during indexing plus the other signals. And then essentially, what you see in the results is a reverse order based on those numbers that we assigned,” said Illyes.

Algorithms that are most commonly used are RankBrain and the HTTPS boost, however, Illyes explained that HTTPS doesn’t have the capability to rearrange search results.

So, there you have it. Are you at all surprised by these insights or have you always had a feeling that this is how Google does things?

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