Social media plays a role in influencing the search engine results by giving preference based on the authority of the author and the number of times a piece of content is shared on social networking sites.
Social signals would have a greater impact on search engine rankings than traditional SEO factors.
- How many people you follow, how many follow you, this can add a weight to a listing in regular search results.
- Tweeted links and RTs are used as a signal in organic and news rankings.
- Shared links
Business case: Facebook as SEO channel
Content shared by Facebook contacts receives preferential positions in the search engine results, as well as with a picture of the person who shared it. By increasing the social proof of these results (my friend or people I know), Google increases the chances that this content will receive clicks.
Social media is impacting search engine results and if you want to get more traffic from search engines, you need to:
- Build an active, engaged presence on social networking sites, if social media engagement is a new ranking factor (as the example for Facebook explained above), you simply can not benefit if you are not there. Invest time in connecting with your followers. To know how to increase the number of followers read Tips to grow a fan base.
- Optimise your sites for social media sharing, do not rely on your users reading good content on your website and then taking the time to navigate to social networks to share it on their own, you have to provide them with the tools necessary to get the job done in the easiest way.
- Encourage your readers to share your content, you have to use strong calls to action in your posts, encouraging readers to share your content via social networks if they found it useful.
When creating content, your reader/buyer has to think:
“This is very interesting, and I think my friends will find it interesting too. So I’m going to post this link to my social network“.
You have to capture the attention, motivate and engage.