Putting the Pieces Together: Linking Social to Your SEO


With some in the digital marketing industry, even as we prepare for the start of 2020, there’s a noticeable separation between search engine optimization (SEO) and social media. Contrary to popular belief, there are those who refuse to buy that the two can work together as one.

When dealing with SEO and social media, the last thing anyone should be doing – especially anyone in digital marketing – is trying to separate the two. This isn’t a pick-a-side argument. It’s never been.
When dealing with successful digital marketing campaigns, there’s a good chance that the most successful representatives view SEO and social media as true allies. And for those who have yet to collaborate the two, know that you’re falling way behind the curve.

SEO must be linked to social – and vice versa. If you’re working them together accurately, they form a dynamic team that will achieve the common denominator – which is grabbing the attention of and selling to the consumer. According to a recent Forbes article, search engines “have already started indexing public social media posts, meaning that SEO could very well apply on social media as well.”

Let’s be honest: There are some wondering how social media helps SEO. They’ll immediately go the idea that social media is not a direct ranking factor when it comes to Google algorithm. A Search Engine Journal article written by Ron Dod, however, states that when dealing with SEO and social media, “it’s correlation, not causation.”

“We know links are one of the top Google ranking factors. Google has said that social media shares don’t count as individual links,” said Dod, co-founder and owner of Visiture, an e-commerce search marketing agency with a specialization in SEO. “But there most likely is correlation here. If you create good content, it will most likely be popular on social media, and people are probably going to like it and link it to – which does boost your rankings.”

When combining SEO and social media, you must brainstorm strategies that will truly leverage the strengths of both to where they’re one accord. There’s no sense is showcasing their advantages, only to have them working in polarizing fashion. A prime example: With content, make sure the organic reach is through SEO keywords, as well as buzz via social using those same keywords.

Make sure those keywords are enveloped around engaging messages that trigger the targeted audience of the respective website. Always remember that those keywords are the one you want to be ranked by algorithm.

Keep in mind that when working on a social media campaign, a solid content plan must be structured with a legitimate SEO strategy, one that prioritizes both long tail and short tail keywords. As a marketing rep, you should know the difference … but in case you don’t, here’s a refresher, courtesy of SEOPressor.

In the simplest terms, intertwine SEO and social the same way you would with peanut butter and jelly. They both may work well separately, but look at how much better they work collectively. Don’t put social in a box where it only is about posting online content. Don’t put SEO in a box where it only is about where you rank on Google.

Mesh the two, and create something that will fully engage your target audience and also put you in a position to where, per algorithm, it will reach that audience. Leverage both methods, and reap the benefits.

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