Social Media and SEO
SEO or Search Engine Optimization is the process of improving visibility/popularity of a website using various available techniques and tools. The main indicator of popularity of a website is its ranking on SERP (Search Engine Result Page).
Search Engines use Links to rank a page. However, this fact is increasingly being exploited to rapidly build page ranks. Thus, Google introduced Penguin and Panda to penalize websites that uses unfair linkbuilding and other practices to increase their page rank.
With the growing popularity of social media, where people themselves can evaluate and ‘vote’ in favor of their favorite content, search engines can use social signals to rank a page.
Social reputation of online content/property
Search Engines do not count all social signals equally because anyone can open any number of accounts on a social site. Hence, Search Engines considers reputation of the accounts as well. Votes from an account that is well represented and seems authentic will carry more weight. Search Engines determines authenticity and reputation of an account primarily based on real and authentic participation on relevant social platform.
Sharing on social media
Frequency and/or number of shares of any content on social media are a measure of its popularity. It is an efficient way to raise awareness about a brand. Hence, a brand must proactively participate in social sharing sites like Twitter, Facebook, Google Plus, etc.
Social Media is a primary tool for improving your organic ranking. An effective social medium campaign with engaging content, which is also optimized for search engines, can dramatically improve your online visibility.
Tips on efficiently incorporating SEO into your social media efforts
- Create high quality content – There is no substitute for good content. All your efforts to attract traffic to your site will be futile if your content can’t engage or influence them.
- Follow best SEO practices.
- Structure your content (pages) properly.
- Share your content on all relevant social media.
- Effective metadata.
- Using relevant analytics tools to measure performance.