Do you want to increase content visibility on social media and search engines?
Social media SEO combines two powerful strategies: social media marketing and traditional search engine optimisation (SEO) to make your content more engaging and discoverable online. This practice uses social media to support SEO, and SEO techniques to enhance social media campaigns.
Combining the power of both is the best way to encourage people to click through to your site, engage with your brand, and purchase your products or services.
What are the benefits of using social media for SEO?
While social signals are not a direct Google ranking factor, there is strong evidence that they can indirectly enhance SEO. An effective social media strategy will boost your online visibility, and build brand authority and trust – all of which Google values when serving content to users in search results.
Social media also helps with many objectives you strive to achieve with traditional SEO. The main benefits include:
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Driving traffic - You don’t have to rely on the weight of a signal in Google’s algorithm; you simply know that a broader reach on social media makes your content and website more visible. Think of social media SEO as an extension of search, designed to drive clicks, views, and traffic rather than to boost rankings directly. This helps create a balanced and well-rounded content strategy.
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Increasing brand recognition - Besides the immediate impact of click-throughs from social posts, you also gain the benefit of increased brand awareness and authority. Although social media posts won’t directly boost rankings, search engines notice when they generate shares, likes, and comments – engagement that signals to Google that your brand is trustworthy.
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Boosting indexing and local SEO - When more people read your content and visit your site from links posted on social media, this can lead to faster indexing, the process Google uses to find and store web pages. The information in your social profiles also improves NAP (Name, Address, Phone Number) consistency, which benefits local SEO.
What are the best social media SEO strategies?
Optimising social profiles
Effective social media SEO strategies start with solid foundations. Optimising your social profiles is essential, as these contain branding, keywords, links, and information that help your content shine. Consistency is key – branding, logos, and colours should match across platforms, though it’s fine to tweak your bio to tailor your message and tone of voice.
Since people often click through to social profiles when searching for your company, it’s important to write an engaging bio that defines your brand and sparks interest. Be sure to include contact information and a relevant link to your website, email newsletter, or a lead magnet.
Creating shareable content, regularly
Social media thrives on shareable content. While you don’t need every post to go viral, consistent likes, shares, and reposts are invaluable. Tailor your content to each platform and audience, aiming for posts with catchy headlines, compelling visuals, and clear calls to action.
Consistency is crucial. The saying “out of sight, out of mind” rings true on social media. Regularly posting high-quality content that resonates with your audience signals to Google that your brand is relevant. Tailor your frequency for each platform; for instance, X (formerly Twitter) is well-suited for daily posts, while Instagram typically benefits from a few posts per week.
Engaging with audiences directly
Engaging directly with your audience is a strong way to build your social media SEO credentials. Following up on posts with timely, authentic interactions is essential – reply to comments on posts and join conversations across platforms. This engagement fosters lasting relationships and builds a thriving online community.
Interacting also supports SEO: users who regularly engage with your brand on social media are more likely to spend time on your web pages. Access to communities and groups gives you further opportunities to share content and links, driving traffic and increasing your search engine authority.
Using keywords and fostering backlinks
Applying traditional SEO practices to social media is beneficial. Integrating target keywords into your profiles and using relevant hashtags in posts helps your content become more discoverable. If you’re repurposing social media posts from blog content, you’ll already have a keyword list to draw from.
Social media also provides backlink opportunities. Although these are typically ‘nofollow’ links, meaning they don’t pass on link equity, they still drive traffic to your site and increase content visibility. Links from social posts, comments, discussions, and bios amplify brand awareness and may even generate ‘dofollow’ links if others find value in your content and link to it naturally.
What are the best platforms for social media SEO?
LinkedIn is ideal for long-form written content. Thanks to its high domain authority and B2B-focused user base, Google often features LinkedIn posts in search results. It’s also an excellent hub for community engagement, where thought leadership and interactive content can boost brand awareness and drive traffic to your site.
YouTube
YouTube functions as a search engine and a natural home for visual content. Google frequently ranks videos for “how to,” tutorial, and review-based searches, making it an effective SEO tool. You can add keywords and links in video descriptions and comments to drive click-throughs and boost visibility on other platforms.
TikTok
TikTok has gained search engine credibility, particularly among younger audiences who frequently use it to find content. Leveraging trends, challenges, and memes on TikTok can help build awareness and attract new audiences. Short-form videos can indirectly improve your overall digital presence and influence SEO.
How do I get started with social media SEO?
Now that you recognise how social media and SEO can work together, it’s time to start linking the two disciplines to strengthen your content strategy. You don’t need to make big changes initially; start by optimising your social profiles and sharing engaging content, then incorporate other best practices that align with your business goals.
Need a helping hand? Atlas SEO can support your social media SEO efforts with our industry-leading content creation and social media management services. To find out how we could elevate your strategy, contact us today.
