Organic SEO, or search engine optimisation, is what puts companies’ websites at or near the top of the search results pages when done the right way. Recently, the way organic SEO is done has changed significantly thanks to Google’s Panda and Penguin updates, and the search engine giant’s desire to deliver relevant, quality results to users. Do social media platforms such as Twitter and Facebook affect organic SEO? Yes – and we will explain why.
What are the likely reasons that social media affects search rankings?
Search engines such as Google and Bing do take into account “social signals” when determining the rank of websites, much of this based on social authority. In other words, how your website ranks “naturally” in the search results may be determined in part by how frequently your content (articles, blogs, etc.) is shared on social media channels including Twitter and Facebook.
Natural backlinks are created through social media – and link building today is all about natural, not forced. Frequently, those on Twitter or Facebook who click through to your content and find it engaging or useful will link to your website pages from their own site, thereby creating a “natural” or organic backlink. Search engines (particularly Google) are looking for these types of backlinks, instead of those that are forced or unnatural.
Industry influencers may take notice of your content on social media channels. While being noticed by industry leaders on Twitter and Facebook won’t on its own impact SEO, it may lead to relationships between your company and those leaders, which could in turn result in them sharing your content on their own pages. What does this mean? In essence, when the industry influencers share your content, it generates interest and can lead to a deluge of traffic – which in turn leads to even more organic backlinks.
Relevant, useful content will help boost your organic rankings when that content is linked to from your Facebook pages and Tweets, and vice-versa. When the content you create for social media channels contains your keywords, it boosts search engine visibility even further. Utilising Twitter and Facebook for organic SEO not only results in a higher ranking for your website in the search engine results pages, the content you actually post to your profile and/or pages may show up in search results as well!
Author authority, author quality, and social authority are three terms you should pay attention to, as search engines (particularly Google and Bing) now pay attention to which authors of content seem to get noticed by others on social media platforms. For instance, if you share a variety of Tweets often and those tweets are re-tweeted, commented on or even shared across a large network, it results in a boost in SEO for those pages you link to, because you have an impressive cache of authority.
Ultimately, there are plenty of reasons to develop quality, unique content, because this is what Google revolves around whether it’s shared via social media, blogging, videos, articles, press releases and more. If you aren’t enjoying the benefits of Twitter and Facebook for search engine optimisation, you’re missing out on a huge opportunity to obtain more visibility and success online.
At SEO Service Pros we are the experts in social media optimisation, and understand how critical Twitter, Facebook and other social channels are to effective SEO. Let us help your company become more visible online!