The Impact of Social Media on SEO

Social media has not only transformed the way businesses connect with their target audience, but also significantly impacted their online visibility and organic search rankings. Let's look at how social media activities influence search engine optimisation (SEO) for businesses.

Audience engagement

Social media platforms serve as powerful channels to enhance brand awareness and cultivate customer loyalty. By consistently sharing content that is worthy of their audience's attention, businesses can attract followers and encourage shares, thus leading to an increase in website traffic. What's more, when users engage with content on social media in such ways, they generate social signals, which are perceived by search engines to be valuable indicators of a website's authority.

How social signals influence search rankings

Since search engines consider social signals a key factor in determining the relevance of a website, they have the potential to influence organic search rankings. This is what every business needs in order to increase revenue. Here are some ways social signals can impact SEO.

Increased website traffic

Receiving engagement on social media in the form of likes, shares, and comments can drive more traffic to a business' website. This, in turn, shows search engines that the content is valuable and relevant, which positively impacts search rankings.

Improved link building opportunities

Businesses sharing content and building relationships with industry leaders on social media platforms can lead to natural link building, which is very significant for SEO. The more reputable sources that link back to a brand's social media content, the higher the search rankings will be for that website.

Stronger brand authority

A strong social media presence enhances a business' authority and trustworthiness in the eyes of search engines. This is because when users actively interact with a brand's social media content, it signals credibility and, therefore, can result in better SEO.

Article written by: Stephanie Clark