The Connection Between SEO and Social Media
The link between SEO and social media is fuzzy, to say the least. In 2014 Google’s own Matt Cutts, product owner of the company’s SPAM division reported that the Google algorithm does not use social in determining search results, contradicting previous statements. Still, social media platforms are search engines unto themselves, Google does crawl and index some social pages, and social profiles do rank in search engines.
So even though the SEO-social link is fuzzy, and social doesn’t directly impact search ranking, an organization’s social media strategy can still boost SEO with link potential, audience building, branded searches, and promotion. The key is using social as a tool for promoting SEO-friendly content.
How Social Media Can Help Build Links and Boost SERPs
A couple of decades ago Google changed the search game. One significant change was the importance Google placed on links. That one thing meant that a page would be analyzed for both content and the number of other pages (quality pages) linking to it. Backlinks are still a significant factor with Google SERP rankings, and social media can be used to boost link volume.
How can social media sharing boost SEO? By increasing content visibility. Ideally, someone sees the content on a company’s social account, shares it in their own feed, and along the way people opt to link to the content from their own sites. The social sharing acts as a tool to promote the content but ultimately helps SEO by generating links.