What kind of impact does SEO have on social media? For years, this question has been hotly contested.
Think about it from a logical perspective. If you have more followers and likes on social media, shouldn’t your website’s traffic go up? Wouldn’t this also make your business show up higher in Google?
However, the truth is out there, from Mr. Google himself. John Mueller said back in 2015 that social media does not have a direct impact on your SEO.
Google’s reasoning here is that social media followers (called vanity metrics) can be bought. Google doesn’t like anyone who tries to manipulate their Algorithm. If Social Media directly impacted SEO, anyone could purchase social media followers, manipulate the Algorithm, and show up higher in Google.
Are there any cases in which social media has an impact on your search engine visibility?
Yes, in these cases:
- When you post on social media and show up in search on their own because they care about your brand name.
- Google sees something on Twitter or Pinterest and deems it important enough to include in search results.
That being said, it’s still important to do social media for your business.
Here’s an experiment that Hootsuite did in 2018 that proves social media has some influence on social media. They found that there can be a strong correlation between social activity and rankings. During their experiment, they saw a distinct positive relationship between the number of social media engagements and an improvement in rank.
With social media, the quality of posts is most important, not quantity. Of course, you need to post regularly, but everything you post must give value to your audience.
The bottom line here is that you shouldn’t make a primary focus on doing SEO or Social Media. Instead, you need to focus on creating and sharing quality content, both on your site and off your site.
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