How to improve your natural referencing thanks to social networks?

 

The advent of social media has dramatically changed the way brands communicate with consumers. A real showcase, social networks have even become search engines where Internet users search for products, advice, and other information.

According to a GlobalWebIndex study published last year, 54% of users have already searched for a specific brand or product on these platforms.

All marketers know that social networks now play a very important role in both B2B and B2C. But many don't see the connection between social media and SEO. If you want to improve the natural referencing of your site, to be better positioned in Google, social networks are valuable allies! Why? How? 'Or' What?

Here are some tips and explanations on how to improve your SEO through social networks.

The importance of social networks in natural referencing / SEO

Social media has an impact on SEO because it can give a business more credibility and visibility, two of the most important ranking criteria used by Google. One of the most basic rules of SEO is to increase the number of internal and external links, mentions of other brands and keywords in order to increase your visibility.

The more active your business pages, the more important your web presence will be. Search engines constantly try to give their users the most relevant results, especially in the answer to a question.

Social media posts, especially videos, can be used for these results. For example, when you search for "How to reset an iPhone", the first results are YouTube videos - thanks to the partnership between Google and YouTube.

While Google doesn't officially use social media as a ranking factor, Bing does. For 25% of requests made in 2018, this was therefore important.

On Google, social networks will especially influence your positioning in the results. This is how you do it. In addition to this reading, we warmly recommend our old (but still current) article: The impact of social networks on natural referencing.

Use Social Networks to Highlight Relevant Links

Social networks are not considered a do follow external link (used in SEO to indicate to search engine robots that they must take into account an outgoing link from the page to identify other documents).

But on Google, sharing content on your site through your social accounts can improve your visibility. Users often share content that they find interesting or relevant to their own followers or friends, which can help improve your business's credibility and web presence while reaching a wider audience.

If social networks do not play a role in Google ranking a priori, a Mos. report revealed that the engagement rate on platforms such as Facebook and Twitter represented up to 3.47% of Google's ranking factor. We must therefore take this into account and pay attention to the type of content that users do not want to see on these platforms.

A Sprout Social survey reveals that 41% of people would be willing to stop following a brand if it didn't share the information they are interested in and 30% would if they found that the content didn't necessarily match the DNA of the brand. Mark.

The strategy of posting a lot of low-qualified content can hurt your brand because it doesn't increase engagement rates.

Many companies think that posting viral content found on other pages or asking questions is enough to invite people to respond. But if that content doesn't belong on the page, it will have the opposite effect. As you can see, instead prefer content tailored to your target market, with a higher engagement rate.

Using social media to share your own content is also a good strategy

This helps increase engagement and organic traffic, multiplied with the number of shares. By focusing on the relevance of your content, you will be able to significantly increase your engagement, which will ultimately play into your overall SEO.

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Optimize your pages with important information

It is important to complete and take care of your information on social networks. They have become real search engines in their own right and it is very common for people to search for a business's contact details on Facebook or LinkedIn. Google also uses this data to create more relevant responses.

Facebook and LinkedIn are the primary sources of contact information, such as office or store address, hours of operation, and phone number.

On this example from the advertising agency Com3elles, Google went to seek opinions directly on Facebook, in order to enrich the presentation sheet:

The opinions left by Internet users also play a significant role in the reputation and therefore in the referencing of a brand.

By posting customer reviews on Facebook and other social platforms, you can increase the visibility of those reviews. The average customer reads at least ten reviews online before they can trust a business. By making it easier to find these reviews through social media, you can simultaneously improve that trust and drive more conversion.

Note that this doesn't just apply to your business accounts. If your employees use their personal profiles to promote their work or if they are considered opinion leaders in their industry, they should also optimize their profile.

Adding a link to a Twitter, Instagram or Facebook profile makes it easier for Google to highlight them, associate them with a brand or share information.

Use Social Networks to Promote Yourself

Social networks can have a more indirect influence on SEO by increasing brand awareness and thus organic traffic. Many customers now discover brands and products directly through social media, either by searching for them specifically - for example, using Pinterest to find a piece of furniture - or by following accounts that share them.

It is important that you diversify your reach by using multiple platforms. You need to take advantage of each platform and see how to integrate your content into your sales strategy in order to build brand awareness and drive traffic to your site.

There are several ways to do this:

Create Viral Content Adapted to Each Channel

Audiences differ from channel to channel, as do their preferences and motivations. Platforms like YouTube and Twitter are the best tools for spreading new things, while Instagram and Snapchat are best for strengthening the relationship with your audience.

Partner with influencers

It is no longer to prove, influencer marketing is an effective way to increase the visibility of a brand. But can it improve SEO?

Again, there will be no direct impact, but it can help your business reach out. It is possible to drive traffic to your website through links added by influencers on their blog or tags in videos and posts.

Create Non-Advertising Content

You should not always seek to promote your products and services on social networks. These days, customers highly value brands that take a stand on societal issues such as human rights, the environment or even politics. Internet users are abler to share content that defends a cause rather than promoting a product. More Learn Buy YouTube views Uk.

The Innocent brand, for example, creates caps for its fruit juice bottles and donates 20 cents for each bottle purchased from the Petites Frères des Purves association. She often posts about it.

Conclusion

While social media doesn't play an official role in SEO, there's no doubt that things could change as these platforms become more and more important in the sales cycle.

They can offer brands some advantages when a search is done. Marketers therefore need to understand how to leverage it to improve their SEO strategy.