Social Media SEO

SEO and Social Media Strategy

Let us look at the points made above one by one:

• Link or backlink generation

The backlink created by including a link to your corporate website in your social network profile is considered a profile backlink. Profile backlinks are those that are created by including a link to your website in your public profile. This can be a social network, a forum, an online community, among others.

While profile backlinks generally carry less weight than contextual links, they can be beneficial for link building and SEO improvement. Profile backlinks can improve your domain authority, so they are part of your linkbuilding strategy (SEO Off Page).

Follow and NoFollow links

It depends on the configuration of the social network and the type of link being shared. In general, the links shared on social networks are links "nofollow"which means that they do not transmit link authority to the destination page.

However, some social networks may allow "follow" links or may have settings that allow users to specify whether the link is "follow" or "nofollow". For example, LinkedIn allows follow links on profiles in the "Website" section and in the "Websites" section of company information.

Although links shared on social media are "nofollow" links, they can still be valuable for link building and SEO improvement. These links can generate traffic to the landing page and increase visibility. This can in turn lead to "follow" links from other websites and improve the domain authority of the page.

Particularities of backlinks from social networks

Although social media links do not carry the same weight as links from other websites, they can be an important factor in the ranking of a page in search results. 

When a page is shared on social media, it can be seen by a wider audience, which in turn can increase the likelihood that someone will link to it from your website. In addition, links shared on social media can help generate traffic to a page. Increasing traffic to a page is a factor related to increasing the authority (DA) of that url. In addition to directing potential customers to our products and services can increase sales, CTR and time on page.

In addition, social media profiles also appear in search results (SERPS). This means that optimising social media profiles for relevant keywords can also help to improve visibility in search results.

What is the average percentage of traffic that social networks bring to websites?

According to the report "Annual Social Media Survey 2021"Social media is an important source of traffic for websites in Spain. In 2020, social media accounted for 31% of referral traffic (i.e. traffic coming from other websites) overall in Spain.

This percentage can vary by industry and type of website. For example, for news websites, social media referral traffic was 44% in 2020, while for e-commerce websites it was 12%.

It is important to note that these numbers are an average and can vary depending on multiple factors, such as audience, industry, type of content and the digital marketing strategy implemented.

2. Social networks increase visibility

By sharing relevant and valuable content on social media, companies can attract the attention of their target audience and increase their reach. This translates into increased visibility and generates various benefits related to your SEO strategy:

• Traffic generation: By sharing targeted links to the website on social media, businesses can attract new visitors. This additional traffic can help to improve the authority of their website and therefore improve their website's search engine positioning.

• Engagement generation: Social media is an effective tool for connecting with target audiences and fostering engagement. By generating positive interactions, such as likes, comments or shares, companies improve their online reputation and increase trust and brand loyalty.

• Content amplification: Social media also allows companies to amplify their content and reach a wider audience. By sharing useful and relevant content, companies can attract the attention of other social media users, who share and spread this content further, increasing their visibility.

Social media as a branding tool

Social media counteracts the marketing maxim "out of sight out of mind". Through social platforms, you maintain a constant presence and are always in the minds of consumers.

In the past, advertising and marketing were restricted to traditional channels such as television, radio or print advertisements. These channels were limited to presenting a message to a mass audience for a short period of time. Brands could only stay in the consumer's mind for a limited time and for a high financial investment.

However, with the advent of social media, brands can post regularly and be constantly on customers' minds without large investments. In addition, social media also allows companies to personalise their message and adapt to the needs and preferences of their customers. By knowing their target audience better, they can create more personalised and relevant content, which helps to keep them interested and engaged.

3. Interaction with your target audience

This allows the company to establish a closer connection with its audience. This improves brand perception and increases customer loyalty. By encouraging audience participation and engagement, companies can gather valuable information about their needs, wants and behaviours. For marketers and entrepreneurs, it allows them to adapt the offer and improve the marketing strategy. 

When customers interact with a company, those actions are seen by their contacts, increasing brand exposure and reach. Therefore, interaction can generate traffic and leads.

Interaction, on the other hand, helps us to understand the needs and preferences of our audience. This allows us to adapt the offer on the website, potentially improving conversion, time on page and ultimately sales. All these objectives are part of the SEO strategy.

4. Increased brand awareness

Brand awareness has a direct impact on our SEO strategy in several ways:

• Improved brand recognition: The more a brand is talked about on social media, the better known it becomes. This can increase direct traffic to the website, increase domain authority and improve SERPS rankings.

• Link generation: If a company gets noticed on social media and its content is relevant, other websites are more likely to link to its content. This would have a positive impact on linkbuilding strategy, generating new traffic and increasing domain authority.

• Increased online presence: The more mentions and shares a brand has on social media, the more visible it is online. This leads to an increased likelihood of appearing in users' searches.

5. Increased website traffic

Firstly, by posting interesting and relevant content on your social media profiles, you can attract the attention of your audience and motivate them to click on the links you share. 

In addition, social media posts help to increase the visibility of your brand and get more people interested in your business. Use SEO techniques in social media posts. Such as including relevant keywords in titles and descriptions, this helps to improve visibility in search results and, consequently, increase traffic to your website.

As you can see, there are many ways through the networks to support a comprehensive SEO strategy. For example, hiring influencers in certain niches can be a great help to boost the 5 points explained above. However, you should hire those who are aligned with your brand values and who have an audience that may be interested in your products or services.

The best types of social media for SEO

There is no single answer to this question, as it depends on your industry, audience and marketing objectives. However, here are some popular social networks that can be used to complement an SEO strategy:

5. YouTube

• Increased traffic: YouTube videos can drive additional traffic to your website and increase your brand exposure. Through video calls to action you can divert users to your website.

• Improved positioning in Google: Youtube videos are indexed in Google search results, which helps to improve the positioning of your website. It is important to know how to perform a correct SEO optimisation on each video within the Youtube platform. 

• Link generation: Youtube videos can be shared on other platforms and websites, which can generate links to your website and improve your link profile.

• Increased user engagement: Videos are an effective way to increase user engagement, which can improve conversion rates and time on site.

• Improving on-page SEO: When you embed a video on a website you complement the content of that url which affects the seo onpage in a positive way. In addition, if you do it using a video schema in HTML, you further improve the way Google will index the video through your website.

Tips to improve your social media SEO

Now that we know the importance of networks in SEO and their correlation, here are some tips to improve your actions and the positioning of your website. 

Post quality content

The first thing is to make sure that the content you offer your users is of quality. We are referring to giving them concrete answers to their questions and at the same time providing them with quality information. 

Make it easy to share

Networks are used for different reasons, the one we are looking for is to reach more people, so publications should be easy to share. To do this, make use of the most attractive CTAs you can, and make good use of the titles of each post. 

Optimise your social media profiles

The profile is the first thing a person who comes to your Facebook, Twitter or Youtube page sees. There you should say who you are, what you do and what you have of value to offer to your followers. You should also include a link to your website to provide more information. 

These little tips allow you to improve your social media SEO, something you'll want to work on from now on.