Ages back, SEO was simple. You just had to take care of keywords and link building, and you were done. That’s not the case anymore. Why? Because search engines are now aiming to offer the most accurate and relevant results to the searchers. Today even if you have ample of keywords and a strong links structure, it’s quite possible that you may not enjoy high SERPs because traditional SEO tactics no longer work. Period. Social media, however, has the full potential to push up your SERPs because they emphasis on identity and relationships.
In early 2012, the head of Google’s core ranking team, had remarked that “A good product can only be built where we understand who’s who and who is related to whom. Relationships are also important alongside content. To build a good product, we have to do all types of processing. But fundamentally, it’s not just about content. It’s about identity, relationships and content. Anything else trivializes a very hard product.” And of course social networking platforms such as Facebook and Twitter specialize on identity and relationships.
But does this mean you flood your Facebook or Twitter page with updates and Tweets? Of course not. To leverage social media for better SEO value, you have to:
Earn indirect links:
Unless your content is viewed by the target audience, it doesn’t serve any purpose. And to make your content appealing and engaging, you need to create relevant content and post it at relevant places. Once your target audience reads and likes that content, it’s likely that they will share it with their friends and family through social networking platforms. This will help you gain more likes and more Google +1s; and according to recent studies, there’s a high correlation between social likes and SERPs.
When you have your content on various social networking platforms, it’s quite likely that your content will show up in individual customers’ personalized search results. And when that content is liked by that customers’ friends and relatives, the chances of those customers engaging with the content rises exponentially. Now multiply this interaction by thousands of visitors and imagine the magnitude of the content distribution. The bottom line is, if you wish to be on the top of Google search engine, you have to engage your audience on Google+; the same way, for Bing, you have to engage with Facebook and Pinterest audience.
Collect performance data:
When you are active on social networking platforms, you will gain lot of data, including sentiment data and topical data. Through this data, you will gain insights into customers’ desires, beliefs and needs.
Although social media is important for better SERPs, it’s no way a replacement for SEO. It’s just an amplifier of SEO.