The relationship between social media marketing and SEO may be confusing. Does social media affect search rankings? Should the social media team have a place in SEO?
Common misconceptions can cause some marketers to not know how to balance the relationship between them and maximize benefits. In fact, the combination of social media and SEO can, to a certain extent, make your work come to life and achieve synergy.
Factors in which social media information is not ranked by search engine optimization
A big misconception about social media marketing and SEO is that social media information, including links, likes, and followers, has a direct impact on the page’s SEO rankings. The reason for this is that Google uses social media posts as separate URL pages. According to this rule, SEO optimization rules are also applicable to social media inclusion optimization.
The problem is that Google is exclusive of undetermined information, and social media information is too easily manipulated to change. For example, a link is a top ranking factor, but Google also knows that it is a relatively easy to create social network, so all social links and high quality website links are not the same. However, the fact that this information does not directly affect page rank does not mean that social media and SEO have no way to complement each other. In fact, any good marketing strategy should pay attention to these two points. You only need to pay attention to how they should serve each other.
Social media can drive page traffic and engagement
Social media is the easiest and most effective way to search engine optimization based on content. While importing links from your social media does not have the same impact from high quality website links, they also have an impact on the bounce rate and interaction rate of those links. If your content is good and attracts readers, then these engagement metrics will be communicated to the search engine.
Social media can also drive influential websites and generate high-quality access traffic. The effective use of social media by some influential people is the same as other media (even more than other marketing media). They also use social media to post content just like you. The difference is that they make good use of the link address to connect their official website or blog with social connections.
This type of efficient click-through link through influence marketing is difficult to achieve without social media participation.
Social media can be a valuable barometer
When you post a post, you should keep an eye on the participation metrics (such as the number of likes, shares, and comments). This can determine which topics and content formats are most interesting to your audience and which may be wasting time.
• Clicks: The traffic generated by social media articles on your site may be uncertain, but you can interact with your audience from the images, text, content, etc. that you post. Furthermore, at the end of the month, review the microblogs and posts with the highest number of clicks, look for the same topic, see if there are certain pain points, solutions, and summarize what is most appealing to the audience.
• Shares: When your content is shared, it means that your followers want to make part of your content available as part of their use, and are willing to make them part of the content that makes them their own brand. At this time, you need to pay attention to what types of content are more likely to be “shared” under the customer’s theme and platform. Then, create more of this type of work.
Social media can be a very amazing user intent research tool
If you don’t have an in-depth understanding of the user’s intention to use keywords, then your use of this keyword will often be wrong. If someone searches for “marketing automation,” we don’t know if he wants to understand the meaning of the word, or if he wants to buy such software. And Google’s goal is to provide the best results for customer search, which means that they invested heavily in analyzing and understanding the user’s intentions. Creating a ranked content means that marketers must understand it.
There are actually many ways to listen to your followers, find out what they are confusing, and one of them is to listen through social interactions. You can show more about the conversations between you and your customers about your business, products, brands, etc. on social media. These things can directly express the needs of your target market, while driving your marketing content strategy, which is what search engines like.
Google+ and Twitter posts may appear in search results
It’s not quite sure whether Google+ posts will still appear in search results, but they generally don’t. When launched on the platform, some Google+ connected activities, such as reviews and Google+ posts, will display relevant search results when users log in to Google. In the fall of 2015, after many criticisms, Google announced that they would include Google+ posts on the search engine results page (SERP).
Recently, Google+ posts have been cited in some of the terms on page 1 of Google’s “News”, but it rarely happens because it is an order that is difficult to copy. This is a long shot and it is not worth the effort of most brands on this. However, because of Google’s cooperation with Twitter, you will occasionally see Twitter related Weibo on Google search results, especially for brand search: Google does, but has cooperation with Twitter. Occasionally you will see relevant Weibo in Google search results, especially for brand search: