How Are Search And Social Media Connected?

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On the surface, Search Engine Optimization and Social Media may appear to be two separate, unrelated means of online marketing, public relations and promotion. However, closer inspection and clear understanding of what drives the search engines towards generating the most relevant results and what the Social Media represents in terms of human interaction, leads to the inescapable conclusion that there really is a close connection between Search and Social Media.

Under the cloak of algorithms, there is often debate about what drives search engine results. However, what we do know about the formula used by the major search engines provides some insight. First, search engines are attracted to new content and two, search engines like inbound links. When you couple this information with the goals of an internet marketing plan, you are likely to see a connection between social media and search functions. Understanding just how search and social media are connected can help you develop a clear and intelligent Internet Marketing Plan.

One of the most important ways that social media and search are connected is the concept ...
... of fresh content. Websites must continually index (publish) fresh content in order to attract the search engine spiders. Backlinks are generated when other websites, such as social media websites (e.g. Twitter, Facebook, YouTube et al), actually link to specific content on your website. When you consider that most social media sites are simply a high tech version of the old concept of networking, it is easy to understand that social media is simply a place to provide information to potential clients. By actively participating in the forums and discussions boards available on social media sites, website owners can easily increase their visibility.

But more than the PR and visibility aspects, social media sites are prime locations for the active syndication of new content using many of the tools available to widely distribute content. If you are producing great content, it will be noted, shared, and links directly to your website are a certain result of these human interactions. Google, et al is watching the activity of the social media to help build their algorithms towards to bring the most relevant results to their searchers. The more relevant Google can be the more valuable Page 1 becomes; this drives advertisers and bidding for Page 1 Advertising.

Most of the time, when you participate in a forum or discussion board on a social media site, you have the opportunity to include a link to your website. The more often you participate, the more links, the better chance of generating website visits and, in many cases, also backlinks.

Additionally, many Internet marketing campaigns strive to create a feeling of trust for their potential clients. Equally important is the ability to establish yourself as an expert in your particular field. Social media is the perfect place to do both of these things. The simple act of participating in the discussions can help potential clients see you as someone who knows the business and as someone they can trust.

Perhaps the best way to understand the relationship between social media and search is to realize that they are actually interdependent. Most people will still use a search engine to locate you. Because of this, the SEO process must be followed in full. Keyword research, article marketing and site optimization will all increase your rankings. That being said, social media is an integral part of the process and one that cannot be ignored. It is simply a prime target for syndicating all of your great content.

From fresh content to increased inbound links, the work you do on various social media sites will have a positive impact on your SERP’s.

Instead of considering your social media marketing efforts as separate and apart from the rest of your SEO process, remember the impact it can have. Social media is part of the mix in search engine optimization and is only likely to increase in importance as search engines seek more “human input” to generate search results.

Contact us if you wish to broaden the scope and effectiveness of your Social Media and SEO efforts. The initial consultation is free!