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How to use social media to benefit your SEO work?

As early as 2008, search engine observation published the article “Social Media and Search Engine Optimization – Helpful Friends”, and I strongly recommend that you read it now to clearly remind the digital world how much progress has been made in the past nine years.

Some of the key statistics and points in the article (though contemporary) may seem outdated in 2017:

Facebook has 140 million active users (now more than 2 billion).
LinkedIn has 30 million users (less than 10% of the current user base)
. The popularity of social platforms that are no longer there, such as Digg (2012 only $500,000) Price sold)
MySpace is mentioned like Facebook, LinkedIn, Reddit and Twitter (ha!)
Using ‘SEO friendly’ anchor text when linking from social archives (哼…’money keyword’)
No one can guess social media will What kind of person becomes in such a short period of time. In the past ten years, Facebook has become a social media superpower. In just seven years, Instagram has grown from zero to more than 700 million users. MySpace is no longer popular in the depth of popular culture reference, using ‘SEO friendly’ Anchor text is a very dangerous game, updated according to Google’s Almighty Penguin.

It’s safe to say that everything is very different now, and as the social media landscape changes, its relationship with search engine and search engine optimization practices has changed. But what exactly is this relationship in 2017?

Social media and SEO: This is complicated
In the past, Google made conflicting statements about the role of social media in ranking algorithms. On the one hand, they say that social media pages are indexed in the same way as other web pages, so social links are considered links.

On the other hand, they said that social indicators do not constitute a direct ranking factor. At Microsoft, people behind Bing say they also consider the authority of social media profiles (such as Twitter profile metrics) and mention many social platforms in their search engines.

As usual, Google keeps their cards close to their chests. Research from Neil Patel et al. showed that Matt Cutts mentioned relevance in 2014, but not necessarily causality.

Everything is very confusing.

Can we say 100% that social metrics have a direct impact on search engine rankings? maybe not. However, if we look at the impact of social media on search engine rankings, then the story is different.

My personal opinion is that we should not worry about whether the links to social media platforms are of the same value as high quality and highly relevant website links. Instead, we should look at the benefits of using social media to help us improve the ranking signals we know about search engines.

We should also keep in mind the impact of social media on the search engine results page (SERP) landscape.

Focus on any particular “SEO indicator” like the old school of MySpace. SEO has evolved beyond just keywords and links. Great SEO as a core feature of any overall, integrated digital marketing campaign.

We should hand over the days of the independent operation of the marketing department to historical books and focus on the often-effectiveness of integration activities. Having said that, social media can provide some SEO metric-specific boosters.

Link revenue
Any holy grail to establish a link activity. Link revenue has the ability to get multiple links from a single content rather than a single link from a traditional customer publishing strategy.

It’s about steroid link building, but unless your site has a large number of visitors or subscribers, your link revenue potential is greatly reduced.

Go to the left stage: social media.

What are the benefits of social media in 2017? Almost everyone you know will have personal information, and there are probably hundreds of connections. This provides a platform through which content promotion can be distributed not only to hundreds of people right away, but the more people interact and interact with your content, the people outside your direct network will see your content. .

virus. How much I hate this word. It sets expectations that are often unrealistic. The virus means millions of opinions for me, similar to the indescribable Jiangnan-style frank and crazy concept and the nearly 3 billion views on Youtube.

If your content is really viral, that’s great, but you don’t need millions of views and tens of thousands of social media social content to influence search rankings. Quality exceeds quantity, dear.

If you have dozens or hundreds of people interacting with your posts and content through platforms like LinkedIn, you can bet the quality of these events is very high. If done correctly, your view of content on social media will cause other content creators to reference your content in their articles. Your content has just been linked, which has a direct impact on search rankings.

The Premise of the Mind: Common Citation and Co-occurrence
As a brief follow-up to the link revenue, you will be able to provide a point of contact with your brand on multiple platforms through socially disseminated content. To use another word that belongs to the category I don’t like, your brand is still “spiritual.”

This, in turn, may lead to references in the network that may be highly relevant, thereby increasing your common citation and co-occurrence metrics.

Brand authority and click-through rate
Socialization can be used to build awareness and build brand authority. Compared to a few years ago, people are more wary of false information and news on social media, but that doesn’t mean participating in well-thought-out high-quality social media activities will not develop your brand in the eyes of the public.

guess what? When they search for products, they can even search directly for brand names or related search terms that are directly related to your brand. If you don’t, if your brand name is what they know in search results, you can increase your search clickthrough rate.

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the social media
social media profiles in affiliate marketing and SEO search results are delivered within the SERP, also There are Twitter, because Twitter provides real-time tweets for Google to access their “fire on the fire”. Therefore, the presence of your social media does have an impact on the existence of your SERP.

It is undeniable that most social links in the SERP appear in brand search terms, but this should not be compromised. If we actually see marketing as a more comprehensive practice in the digital age, then we must ensure that your brand search term can get a higher clickthrough rate from your search.

Has it been frightened by the lack of social presence in companies or individuals? This is especially painful for new businesses or companies that are not well-known. In today’s society, the number of followers, likes and sharing have a real impact on authority, and should not underestimate the fact that social media results appear in brand search, not only underestimating the SERP’s click-through rate, but also considering future conversions.

Will social metrics become a direct ranking factor?
It is clear from our research that there are some considerable problems with search engines that use social metrics as direct ranking factors. These include limited access to the robot crawler platform, so understand the social authority, and the ubiquity of fake profiles or “buy likes” that may be the same as paid links.

In short, there are currently too many terms for search engines to manipulate these metrics in order to deposit them into the bank. Will this change in the future?

Considering that Google and Facebook are one of the two largest companies in the world, competing for the attention of all of us, we will not see them working together to open the door and sing Kumbaya next to the campfire in the near future.

Social media has its own benefits
Whether Google or Bing sees social metrics as a direct ranking factor is somewhat controversial. Social media and search engine optimization should work together, share content, or use interactive metrics as data for future content creation.

To prevent us from forgetting, companies can benefit from revenue directly from social media, regardless of their impact on search rankings. Social media activities should focus on creating their own success, and SEO considerations are secondary (but still important) considerations.

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