HOW TO BOOST SEO USING SOCIAL MEDIA?
Search engine optimization was fairly straight forward about ten years ago: You just needed to use the right keywords, get a lot of likes and make sure that the search engines could enhance your site. As the engines have become more and more sophisticated at delivering personalized results, these, old long time being used SEO signals are no longer enough. Social media, however, specializes in the signals that search engines wish for: relationships and identity.
THE CHALLENGE WITH IDENTITY AND SEARCH
In your daily life, if a random stranger comes up to you and told you that the new hybrid Porsche is super cool for so many reasons and is waiting for you at a dealership of three blocks from the spot you have been standing on, would you like to go and check it out? No, you’d likely be doubtful and make an excuse to leave as fast as possible.
But if your friend with whom you share a passion for sports bikes said the same thing, you would be far more likely to walk three blocks to gaze at it. That’s the power of relationships and identity. Search engines are working on making their results more personalized so that their search results contain more content directly relevant to your desire, either based on location, past behaviour, or from people you are related or are likely to rely on.
Social media brings a large wealth of identical and relational data to the search engines’ algorithms. Early in 2012 when Google Search Plus Your World was launched, the head of Google’s core ranking team Mr. Amit Singhal discussed about identity challenges with Search Engine Land. He said that good product can only be considered by knowing where we understand who’s who and who is related to whom. Relationships are also very important alongside content writing. To build a good product, we have to undergo all types of processing. But basically, it’s not just about content. It’s all about identity, relationships and content. Anything else makes a very hard product less important.”
HOW SOCIAL MEDIA FEEDS SEO
By understanding that identity and relationships are essential to search engines and therefore to SEO, we can begin to change our digital marketing behaviours so that we’re positioned to profit as the tide swells.
But blasting Tweeter tweets out that link to your site won’t give you a practical more link authority in the search algorithms. All reputable social networking sites cover the link authority from the links down to all other sites by using 302 redirects or no follow attributes. So where and how exactly is the value to organic search?
INDIRECT LINK EARNING
If no one finds your content, regardless of how amazingly beautiful it may be, no one can link to it. Social media can be a tremendous way to expose masses of clients to engaging content. The more people that see that content and enjoy it, the more likely it is to gain retweets that expose even more other people to your messages. Increasing the number of exposures logically enhance the number of people who are about to link to the content on a blog or any other site that does pass link authority back to your own site.
Recent studies shows a high correlation between the numbers of Google +1s and Twitter followers compared to high rankings with the help of some compare tables. Naturally some guess that social data is already being used in web ranking algorithms, but Google and Bing both continuously deny it from so many times. Most likely the rankings are a result of the mentioned increased exposure/increased linking relationship between both.
Social relationships also create chances for your content to show up in individual customers’ personalized search history. For example, If Jinny uses Google+ to +1 an informative tips and tricks these pages on your site, and Jinny is friends with Neha, the next time if Neha will search for similar tips content she will likely see that Jinny liked your tips and tricks pages enough to share it.
Your tricks on pages may display in Neha’s search results purely because Jinny shared it, when it will not have usually been displayed in search engine results. And the search result will be clearly augmented with Jinny’s photos and the notation that he shared it with you. That personalization benefits your capacity to rank, your visual appeal to increase click through your sites, and boosts trust based on the identity and relationship between Jinny and Neha.
You should multiply this interaction by 100, 1,000 or 10,000 and you can understand the widespread impact that personalization based on involvement in the right social networks can have. For Google search results, the social network that relates most are Google+ and twitter. Don’t roll your eyes, there are several very good reasons to participate in Google+ and twitter.
Bing is having relationships with Facebook and Pinterest, and can use their APIs to adjust various aspects of search results pages. The Pinterest integration primarily appears in Bing Image Search also. Facebook’s data primarily shows in Bing’s Social Search page and social bar to the right of the usual web search results.
Social listening data, including topical data and sentiment data, can call keyword research for search marketing. Naturally, the profit swings both directions. Keyword data can also inform social media strategy. These two data sources are between windows into customers’ wishes, believes and needs. To analyse the data in silos makes zero sense.
While beneficial to SEO, keep in mind that building identity and relationships, is not just a replacement for SEO. Social media network is an amplifier of SEO. The fundamentals rules of search engine optimization still apply. If the search can’t access your site or if there’s no textual content on the site to index, there’s nothing to amplify and no signals with which you can rank.