How to Use Social Signals for SEO

By Mansoor Bhanpurawala July 29, 2023Leave a Comment

“How to Use Social Signals for SEO” – Social media activity and engagement have become invaluable ranking signals for modern search engine algorithms.Optimizing and promoting content to earn social shares, likes, and links is now a proven SEO tactic.

In this comprehensive guide, we’ll explore what social signals are, why they matter for SEO, which signals have the biggest impact, and actionable tips to boost your social presence for higher rankings. How to Use Social Signals for SEO.

What Are Social Signals and Why Do They Matter for SEO?

Social signals refer to any actions people take to engage with your content on social media platforms:

Likes
Shares
Comments
Mentions
Clicks
Links
Follows
etc.

These small signals add up and help search engines like Google assess the quality and relevance of a webpage or content asset.

Search algorithms have evolved to analyze user engagement on social networks, not just direct traffic and links. Active social pages tend to rank better because social signals correlate with relevance, interest, and influence.

Google can pick up on your wider social footprint and conversations happening around your brand. Social activity demonstrates people and influencers connecting with your content in real, trusted social communities.

In summary:

Social signals show content quality and engagement
More quality signals improve search rankings
Being active on social platforms boosts discoverability

Now let’s explore which specific social signals offer the biggest SEO payoff when optimized.

The Social Signals With the Biggest Influence on SEO

While all social activity helps SEO, some types of engagement carry more weight than others.

Here are the social signals we’ve seen directly influence search rankings the most:

1. Facebook Engagement – Social Signals for SEO

With over 2 billion monthly active users, Facebook is a goldmine of social signals for SEO. Having Facebook pages for your brand and content allows you to tap into the platform’s huge reach.

Ranking factors Facebook activity can influence includes:

Reactions and comments on your posts
Shares of your content to user timelines
Clicks on links you post
Local page followers and community size
Facebook user dwell time on your pages
Facebook login/account signals

Optimizing Facebook content and engagement should be a priority.

2. LinkedIn Sharing – Social Signals for SEO

LinkedIn sharing works very similarly to Facebook engagement for SEO. However, because LinkedIn focuses on professional users and networks, the sharing activity carries additional authority.

Important LinkedIn ranking factors include:

Content shares and link clicks
Comments and reactions to posts
Your company follower count
Employees sharing content in their feeds
LinkedIn dwell time and clicks

Focus on optimizing company and employee LinkedIn accounts to maximize sharing.

3. Retweets and Twitter Mentions – Social Signals for SEO

Twitter moved away from counting tweets/retweets as direct links several years ago. However, Twitter authority and community engagement still influence SEO, especially for news and real-time content.

Twitter Engagement — theonlineadvertisingguide

Important Twitter signals include:

Retweets of your content from influencers
@mentions by authority figures and brands
Trending hashtags and topics related to your content
Your follower count and clicks on tweets

Earning Twitter shares and visibility boosts external promotion.

4. Pinterest Repins – Social Signals for SEO

Pinterest users actively look to discover new content and resources, making it very SEO and social sharing friendly.

Ranking factors Pinterest can influence:

Repins of your Pins to group boards
Clicks from Pinterest back to your site
Overall impressions and reach of your Pins
Comments on your Pins and boards
Your follower count on Pinterest

Optimized Pins can drive serious referral traffic.

5. YouTube Shares and Embeds – Social Signals for SEO

YouTube is the #2 search engine in the world. Ranking videos here is critical for both SEO and social promotion.

YouTube factors that influence Google include:

Shares of your videos on other platforms
Channels subscribing and links back
Comments, likes, and engagement on videos
Click-through-rate from YouTube search/suggested videos
Watch time and audience retention on videos
Traffic referred from YouTube to your site

Ensure you have an optimized YouTube channel promoting your best video content.

6. Google+ Shares and Links – Social Signals for SEO

While Google+ itself was retired, authority passed to personal Google profiles and sharing analytics. Google+ links and signals still influence SEO.

Remaining Google+ ranking factors include:

Links and +1’s from authoritative profiles
Shares of content to Google+ (passed to Google profiles)
Existing Google+ links pointing to your pages
Google account authority

Claim your brand’s Google profile and share content when beneficial.

7. Instagram Likes and Hashtags – Social Signals for SEO

Instagram is less direct for link promotion, but engagement and branding signals can impact SEO.

Important Instagram signals are:

Profile authority in your niche
Follower count and story engagement
Related hashtag volume and reach
@mentions from authority accounts
Likes and comments on your posts
Clicks to your link in bio

Instagram expands your social footprint with visual content.

How to Monitor and Measure Social Signals for SEO

To connect social efforts with tangible SEO gains, you need to actively monitor and measure engagement across networks.

Tools to track social activity signals include:

Google Analytics– Reports on social referrals and clicks
Facebook/Twitter Analytics– Insights on post reach and engagement
BuzzSumo– Analyze overall performance and influencer shares
Mention– Alerts for brand mentions across the web
Google Search Console– Links and clicks from social platforms

Compare social metrics week-over-week and against competitors in your space to identify growth opportunities.

As you earn more high-quality social signals over time, watch your organic rankings for target keywords trend positively as a result.

Actionable Tips for Earning More Social Signals for SEO

Here are powerful tips to optimize social strategy and assets to boost engagement:

Create Share-Worthy Content

Creating compelling, emotionally engaging content tailored for each network gives users a reason to share it. Study viral content in your industry to model what gets attention.

Promote New Content Across Social

Share all new blogs, videos, etc. across Facebook, LinkedIn, Twitter, Pinterest, etc. Make it easy for followers to discover and spread content.

Engage With Influencers and Evangelists

Connect and build relationships with influencers in your space. Work together on content and promotion campaigns.

Join Relevant Social Groups and Communities

Actively participate in LinkedIn Groups, Facebook Groups, Reddit communities, forums etc. related to your niche. Provide value and build connections.

Optimize Blog/Videos for Social Snippets

When blog posts or videos are shared on social media, preview snippets are shown with copy, images, and headlines. Ensure these snippets entice clicks.

Insert Social Share Buttons

Add social media follow and share buttons across your site pages and blog posts to encourage visitors to spread links.

Analyze Competitor Social Activity

Conduct an audit of competitors’ social presences and activity. Identify where their strategy is succeeding to inspire your own plans.

Promote Content During Peak Times

Track when your target audiences are most active on social media and schedule promotions accordingly to maximize visibility.

Test Paid Social Ads

Consider investing a small budget into paid ads on platforms like Facebook/Instagram to get content in front of engaged users.

Leverage User-Generated Content

Repost and highlight your brand’s user-generated content from customers and fans. UGC feels more authentic for earning engagement.

Build Your Email List

Email subscribers are vital for resharing blog posts and content to their networks. Offer an incentive for subscribers.

Common Social Signals for SEO Questions

Still have questions on how social media and SEO connect? Here are answers to some frequently asked questions:

Do social media rankings and followers directly influence SEO?

Not directly. But higher visibility and reach on social platforms makes it easier to earn engagement signals that do matter for SEO.

What's better for SEO - social shares or backlinks?

Quality backlinks typically have a larger direct ranking influence. But social signals help amplify your authority and visibility, indirectly boosting SEO.

Is it bad if most of my traffic comes from social media referrals?

No - social referrals are high-quality and benefit SEO. A diversified mix between social, organic search, direct type-in, email etc. is ideal though.

How often should I post on social media for the SEO benefits?

Aim for at least 1-2 social posts per day on your main business networks like Facebook, LinkedIn, and Twitter to maintain visibility.

Is viral social sharing something I can control?

What type of content should I create for social media and SEO?

A mix of educational content, news, fun media, quotes, polls, promotions etc. works best. Test different formats and analyze engagement.

How long does it take to see SEO results from social media?

It varies, but often within 1-3 months you'll see correlations between an improved social strategy and higher organic traffic and rankings.

Should I use automation tools to publish social content?

Yes, in moderation. Balance automated publishing with active human engagement. Don't rely on bots alone.

Wrapping Up

Gaining social media signals used to be just a nice bonus for SEO. Now it’s a crucial part of any effective search strategy.

Use this guide to audit your existing social engagement and identify new ways to connect with users in communities that matter. Track social metrics diligently to prove the ROI of your efforts.

Done right, social media activity can be the tipping point that gets your web pages ranking ahead of competitors. It demonstrates people and influencers vouching for your brand.

Want help expanding social reach and signals? Our marketing experts can assess your social presence and implement tactics to boost engagement. Contact us to learn more!