Social media and its relationship with SEO
As well as being a platform for personal and informal interaction with customers, co-workers and friends, social network sites are often used for content sharing. This is where a user will publish a link to an article, advertisement, video, image, product or anything else you can think of, on their profile, to share it with their peers. A user may choose to share something because it’s interesting, amusing, educational, inspirational, or perhaps controversial. Information is shared by using social media buttons, like ‘Tweet Me’ and ‘Like’ buttons, which are often found below articles, images and even products. Many e-commerce websites will display social media buttons under their products, for their users to share, should they wish to. This will publish information such as the product name, an image, the price and even sometimes the description or a review of the product, to a person’s social media profile.
Facebook is a great example of a place in which users will share content with their peers. Businesses can set up their own business page on Facebook, and gain ‘fans’ via people ‘liking’ their page. As well as allowing businesses to engage with their fans on a more personal and friendly level, using Facebook also helps improve brand awareness. Online communities like StumbleUpon are also places where content in regularly shared. On these websites you can generate links to your business website and product pages, along with a description to go with the link. The more votes you receive for your link, the higher it will be valued, and if you’re lucky, it can even be displayed on the online community’s homepage. Links from websites like this are very valuable to improving your SEO. It is essential that you plan the content surrounding the link, to make sure it’s attractive and eye catching to users, who could potentially be your next customers. Content should be straightforward and simple to understand, unique and of a high quality.
When a search engine like Google is determining how to rank a company, for a particular keyword search, they will take into account the activity that occurs surrounding the keywords on social media sites. Likes and Tweets, which are sometimes referred to as social media signals, will help to boost your rankings, which will in turn lead to a rise in traffic and hopefully conversion rates.
Unfortunately it is not as simple as publishing a few links to your website and products on social media sites, for you to gain a better ranking and improve your SEO. Search engines will take a number of factors into account when determining how important your website is. One of these may be the authority of the person or business posting the links. Authority could be judged on how many followers, fans or contacts a person has on a particular social media platform or it could be how long their profile has existed for. Their relevance to the link may also be taken into account, for example it may be valued higher if the link is appropriate to the industry they work in or perhaps is related to something they regularly post about online, on websites and blogs. Gaining links to your website from a number of different sources is highly valued by search engines, as is the popularity of these links, which is often judged by how many ‘likes’ or ‘re-tweets’ they attain. A final key point considered to be of importance is the text surrounding the links to your site. This text should be precise, relevant and generally well written in order to gain the attention of search engines.
Social media and SEO are both essential components in creating a strong internet marketing campaign for your business. Social media is no longer just a tool for businesses to speak to their customers. It takes a lot of hard work over a period of time, to gain better and stronger links to your site, but this will pay off in the long run when you are gaining more traffic to your website and increasing your sales.
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