Social media and search engine optimisation (SEO) are often viewed as separate strategies, but their combined potential is massive.
Social signals are an indirect ranking factor, meaning there is a correlation between a strong social media presence and improved search engine rankings.
By understanding the symbiotic relationship between social media marketing and SEO, brands can access new opportunities to build awareness, drive traffic, and connect with audiences.
What is social SEO?
Social SEO is the practice of combining SEO and social media marketing strategies to improve both channels’ performance.
The strategy capitalises on the indirect relationship between social signals and search rankings to achieve shared key marketing objectives such as increased brand awareness, engagement, and traffic.
While Google has said that there is not a direct correlation between social signals and search rankings, social media plays a vital role in driving traffic, generating backlinks, and increasing brand mentions. All of these factors contribute toward improved SEO performance.
About the author
Natalie Clement | Digital
Marketing Executive
With international experience as a digital marketer, writer, and editor, Natalie has worked across sectors including lifestyle, technology and tourism.
An advocate for innovation in digital marketing, Natalie has a proven track record of driving audience engagement and delivering measurable results.
How important is social SEO?
How does social media impact SEO?
Social media indirectly impacts SEO by amplifying brands’ website content, which can improve direct ranking factors.
Take the example of a cosmetics brand sharing an SEO-friendly article on their Instagram page. The post has been strategically planned and executed to generate the most engagement from their audience, perhaps even going viral.
It could:
- Drive traffic to the website, boosting metrics including time on page and reducing bounce rates.
- Earn backlinks from other websites, which is a crucial factor for boosting search rankings.
- Generate branded searches on Google, which search engines interpret as a sign of credibility.
- Increase the likelihood of their social media page appearing in search, and therefore occupy space on the search results page.
How does SEO impact social media?
SEO plays a significant role in shaping social media strategies by offering valuable insights and enhancing content visibility.
For example, if a fashion brand used SEO to boost their social media platforms’ performance, the approach would:
- Use SEO keyword research to guide content creation. This helps create engaging posts and hashtags that align with user intent. Focus on trending topics and audience interests to boost engagement.
- Keep a search engine optimised website to improve discoverability. This helps social feeds, links, and shared pages rank higher in search results. As a result, reach will increase.
- Make articles and landing pages more shareable. Use strong meta descriptions and titles. Add clear sharing buttons to the user interface. This will allow users to share and promote them on social media easily.
How to align social media and SEO strategies for the best results
- Create a unified content calendar: Take a holistic approach to content marketing. Plan social media and SEO website content together to ensure consistent messaging informed by keywords. This will maximise the reach of each piece you produce.
- Focus on shareable content: Invest in visually appealing, easy-to-digest content like videos and listicles. Shareable content is more likely to earn backlinks and drive traffic.
- Use analytics to inform strategy: Track metrics like referral traffic from social media, engagement rates, and keyword rankings to refine your approach.
- Encourage user-generated content (UGC): User-generated content like reviews and tagged posts can enhance your social media presence and contribute to valuable brand mentions online.
- Optimise social media profiles: Ensure your profiles include relevant keywords, a clear description, and links to your website to boost both SEO and user trust.
- Collaborate with influencers: Partner with influencers who can share your content and drive organic traffic to your website, increasing visibility across channels.
Social media marketing and SEO are stronger together. By aligning these strategies, brands can create a comprehensive digital presence that drives traffic, builds authority, and enhances visibility.
Get in touch with the team at Brandnation for a tailored social SEO strategy.
