Social Media marketing and Search Engine Optimization (SEO) are the cause as well as the effect of each other. Both, when combined, help create an identity, value, and authority for a brand. The better your brand’s SEO strategy, the better will be your social media reach. Vice versa, your social media presence betters your search rankings.

1. Social media presence builds credibility that helps in better search engine ranking.

Given the impact of social media in today’s world, the presence of a brand in the virtual world is inevitable. Moreover, brands social media presence. High social media acceptance enhances the credibility, trustworthiness, and value of your brand. Increased activity and popularity on social media signal search engines give your brand better search rankings. It implies social media presence acts as a catalyst for a more noticeable online presence.

2. A growing number of social media followers influence search rankings.

A brand with a million followers on Facebook and Twitter will always compete better with the brand with say 1000 followers on the same social media platform. A brand’s large and growing number of genuine and organically built follower base acts as a positive ‘brand signal’ for search engines.
Good quality content, open forums for discussions and conversations, quick response, and regular updates are some of the keys to attract new followers and encourage current followers to stick on with the brand.

3. Quality content promoted on social media helps in search rankings.

Social media is a platform for showcase and promotion of content of every form. Be it a video, audio, vivid image or written material; social media effectively broadcasts the content through several channels. If the content quality is good, the audience will engage better and for longer durations. Content shared over various social media platforms creates links and reaches more and more people. Higher audience engagement is valued and sends positive signals to search engines.

4. Positive interaction with the content communicates value to search engines.

If a consumer searches for a particular brand coupled with generic keywords and ends up with a positive interaction or engagement with the content, then this communicates value to search engines. Constant participation would signify that your webpage is good for generic keywords and the related keyword phrases. Over a span of time, continued positive interaction will potentially allow search engines to place your webpage higher even for the generic keywords.
Say if ‘YourBrand footwear’ keyword phrase directs to your webpage and consumers have a positive interaction, then the keyword ‘footwear’ alone might direct to your webpage after a constant rate of engagement.

5. The more the external web links linked to your content, the better your brand’s reputation in the eyes of search engines.

Quality is the essential key to success. Quality content sooner or later does attract the audience. But then, in the generation of the data boom, it is important to broadcast your content on suitable social media platforms. If the quality of your content commands attention and engagement, then more and more external inbound links get connected to your content. A diverse number of links attached to your content conveys the authority of your content to search engines.
Usage of hashtags can help in gaining visibility at least in the beginning phase.

6. Brand archetype helps a brand outstand in the clutter and attracts the attention of the audience as well as search engines.

What are the archetypes? An Archetype provides identity to a brand and complements the brand’s story. It sums up the emotions, themes, and value that make up a brand, beyond what words can explain. An archetype not only differentiates your brand but it sets the tone for brand experience while tapping into customer desires. Your brand’s archetype might be a hero or a sage, innocent or a rebel, and it communicates what your brand truly stands for. This differentiation attracts the right kind of audience, which increase the probability of positive interaction and increased engagement with your content, which in turn would make search engines believe in your content’s authority.

7. Social media builds an audience for your brand resulting in increased click-through rates on search engines.

Social media can build and destroy a brand. With the number of people on social media platforms and the kind of reach of these platforms worldwide, a brand can attract the audience in no time. An increased audience would mean increased popularity which in turn would lead to increased clicks on your brand’s content displayed on search engine results. Once your brand starts to gain an increasing number of clicks, the higher will it start ranking in search results.

8. Social media lets your brand connect locally which in turn sends local-specific signals to search engines.

The more you let the social media know about your presence in a particular locality, the more are the chances of your content getting ranked in major search engines for the locality-specific keyword phrases. You can conduct an event locally, say a blood donation camp or a seminar or any other thing and involve the residents. Get them talking and invite them to like and comment. That will interconnect your brand with the locals who in turn allow you to rank better in search results of the locality-related keywords.
Social media in today’s generation is indeed an indispensable tool for any Search Engine Optimization (SEO) strategy. Be it building an audience or building credibility, letting your brand outstand or letting it attract attention worldwide, the benefits of social media in the context of SEO in as immense as its reach.

By Deepak

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