Is the future of search influenced by social media?
Discover the powerful connection between social media and search engines, and find out how to use it to your advantage to leverage social media for SEO.
Table of Contents
Over the years, many articles have alluded to the importance of social media in Google’s search results. On one hand, social media platforms have revolutionised the way we connect, communicate, and consume content. On the other, search engines like Google have become our go-to tools for finding answers to our questions and solutions to our problems. With this, it is no surprise that 40% of Gen-Z prefers searching on TikTok or Instagram over Google.
The intersection of these two juggernauts—social media and search—raises a fundamental question: Is the future of search influenced by social media? As we navigate the ever-evolving realm of digital marketing and information retrieval, it’s imperative to understand the intricate relationship between these two realms and the impact they have on each other.
The relationship between Social Media and Search Engines
A quick Google Search on any chosen product or service will most likely bring up a social media platform. More recently, Google has been boosting LinkedIn content in the algorithm. Take a look at this example. Google is prioritising the content from LinkedIn more than highly authoritative websites.
However, the role of social media as a direct influencing factor in Google’s ranking algorithms is a grey area. While it’s not uncommon to come across social media articles in Google search results when using various keywords or search terms, it’s worth noting that Google has explicitly stated that social media does not directly contribute to organic rankings. This declaration dates back to a 2015 Google Hangout session, during which John Mueller, a search advocate at Google, emphasised that social signals do not provide a direct boost to organic search rankings.
However, this doesn’t mean that social media has no impact on search outcomes. Let’s delve into that aspect further.
How social supports SEO
Although we have found that Google does not deem social as a ranking factor, research suggests that it does still have an impact on the search results. For example, Research by CognitiveSEO made some exciting findings. After analysing 23 million social media shares on selected platforms, they discovered an equivocal link between social shares and SEO.
How do I use Social Media to enhance SEO?
Imagine creating the most informative and compelling piece of content, but it remains hidden in the depths of the internet, unnoticed by your target audience. This is where social media comes to the rescue. Social media platforms serve as dynamic channels for sharing your content with the world.
1. Increase website traffic
An active social media presence can drive traffic to your website. When users engage with your content on social platforms, it can lead to clicks and visits to your website, which search engines like Google consider when ranking websites.
2. Enhanced content visibility
Sharing your content on social media exposes it to a broader audience. When your content gets shared, liked, or commented on, it can result in increased brand visibility and more backlinks, both of which are SEO advantages.
3. Social signals
Although Google has stated that social signals (likes, shares, comments) are not direct ranking factors, they indirectly impact SEO. High user engagement on social media can lead to more website traffic, backlinks, and improved website authority, all of which Google considers in its algorithms.
4. Improved brand authority
An active and engaged social media presence can enhance your brand’s authority and credibility. This can lead to more mentions and references from other websites, contributing positively to your SEO efforts.
5. Content freshness
Consistently sharing fresh content on social media indicates to search engines that your website is up-to-date and relevant. Google tends to favour websites that produce and share valuable content regularly.
6. Local SEO
Social media profiles, especially on platforms like Facebook and LinkedIn, can influence local search results. Optimised profiles with accurate location information can help users find your business in local searches
7. Link building
Sharing content on social media can lead to organic link-building opportunities as other websites reference and link to your valuable content, boosting your website’s authority.
Is the future of search influenced by social media? FAQs
Social media can indirectly influence search engine rankings through increased website traffic, user engagement, and content visibility. While social signals themselves are not direct ranking factors, their impact on organic traffic and brand authority can affect SEO.
Yes, social media profiles often appear in SERPs, especially when users search for specific brands, individuals, or keywords associated with those profiles. Having well-optimised social media profiles can enhance your online visibility.
Social signals refer to actions like likes, shares, comments, and clicks on social media posts. While they are not direct ranking factors, high social engagement can lead to increased website traffic, backlinks, and improved website authority, indirectly affecting SEO.
To optimise content for both platforms, use catchy headlines, incorporate visuals, encourage user engagement, maintain a consistent posting schedule, and include relevant keywords. Focus on creating valuable and shareable content.
Yes, there are risks, including algorithm changes on social media platforms, platform dependency, and the potential for misinformation or negative user feedback. It’s important to diversify your digital marketing strategy to mitigate these risks.
Emerging trends include the integration of social content in search results, the use of social listening for SEO insights, and the impact of social commerce on search queries. The relationship between social media and search continues to evolve.
Yes, social media profiles with accurate location information can influence local search results. Platforms like Facebook and LinkedIn can help users find local businesses and services.
You can measure the impact by tracking website traffic from social media, monitoring social engagement metrics, analysing backlinks generated from social shares, and using tools like Google Analytics to assess the overall impact on SEO.
The Verdict
To succeed in the ever-changing online world, it’s crucial to understand how social media and search engines work together. Your online strategy should include both – social media can help your content get noticed, and your website rank better in search results. As technology and algorithms keep evolving, the connection between social media and search will become even more important.
In summary, the future of online search is definitely affected by social media. When you use both effectively, it can help businesses and individuals do really well online. So, as we look ahead, those who use social media and search engines together will have a better chance of succeeding in the digital world. The line between talking to others online and finding information online is getting blurry. So, embrace these changes, adapt to them, and let social media and search engines help you reach your online goals.
