How does social media help in search engine rankings

Search engine rankings matter a lot to advertising agencies as well as businesses while taking crucial marketing decisions that may have a major impact on their earnings. Marketing through social media has become the norm these days and search engine optimization happens to be the buzzword. For starters, search engine optimization (SEO) is the process of affecting a website’s visibility in a search engine’s unpaid results. By unpaid, I mean the natural or organic search which is returned by the search engine, and not the ads that are usually visible at the top.

What does the search engine ranking imply?

The search engine rankings matter as how high a website or a web page for that matter, features in the search engine’s results and the frequency at which it is ranked higher determines the number of visitors to the website (or web page). The more the number of visitors, higher is the opportunity to convert them into customers. SEO Experts of various websites have been striving hard to get to the top of the search results list by increasing their search engine rankings.

How are search engine rankings made?

Social media

To assign a rank to a webpage or a website, the search engine has to consider a list of factors which may not be consistent across all providers. Search engines like Google rank website based on a variety of factors that include:

1. Domain and page level links

2. Page level keyword and content based features

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3. Page and domain level keyword agnostic features

4. Engagement and traffic or query data

5. Domain level brand Metrics

6. Domain level keyword usage

7. Page level social metrics

The points listed above may differ according to search engines and can also change from time to time. Here we are going to deal with page level social metrics, the last factor.

Impact of social media on rankings

Social media has been the most sought after platform to gain visibility to potential customers. With social networking website connecting millions of users across boundaries, they’ve become the preferred ground for online marketing campaigns. Social metrics are increasingly being used by the search engines as ranking factors.

Social reputation

The search engines work on an algorithm that takes the reputation of the social account into consideration. So to improve your social reputation, have an important social presence by participating in relevant social media platforms genuinely.

Social engagements

Getting quality social shares serves well for the ranking, so does the number of shares. You gain more visibility in the social networking platforms, which is never a bad thing. Though Google may vehemently deny the fact that it does not consider the number of times a link has been shared or tweeted, there has been a positive correlation between the shares and the ranking.

Social media profiles matter

The social media profiles rank in Google search results. More often, they are the top results you get when you search using a keyword. Moreover, some users like to use the social platforms to directly search for an individual or business, thereby bypassing the Google or Bing search engines. So it is important to have your social presence set up, and maintained.

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Amit Acharya
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