Marketing

Social Media and SEO: 13 Ways They Work Together To Boost Your Visibility

It may be unclear if social shares have a direct impact on Google search rankings, but the indirect benefits of aligning both channels are indisputable.

Jessica Greene Jessica Greene on June 25, 2019 (last modified on June 24, 2019) • 31 minute read

Do social media signals have a direct impact on search rankings? The truth: it doesn’t really matter.

The reality is that social media plays a big role in helping companies get their content in front of a larger audience. That leads to many things that benefit SEO, including more backlinks, improved engagement signals, and more owned SERP real estate for branded queries.

Additionally, understanding both SEO and social media marketing helps companies perform better on both channels. Audience research on social helps you create more targeted content. SEO research helps you understand what your social audience wants to read.

The bottom line: SEO and social media help each other.

That fact became crystal clear when we saw the responses of our latest survey. We asked our respondents to give us their best tips for making search and social work together, and they delivered with tons of valuable information about:

The results? These 13 proven ways to use social media for SEO—and vice versa.

Editor’s note: Need an easier way to track SEO performance alongside KPIs from all of your social media sites? Grab this free Overarching Social Media Analytics dashboard to measure the impacts of your efforts on all of your key channels in a central view.

The Importance of Social Media in SEO

Let’s start by looking at the question everyone wants to know the answer to: do social media shares help SEO?

Two-thirds of our respondents say there is a correlation between social shares and rankings. Another 29% say there isn’t.

The impact of social on SEO is more complicated than a simple yes/no answer can explain.

For example, Shufti Pro’s Damien Martin explains that “Bing certainly ranks pages with more shares higher than pages with fewer shares.” Bing’s Webmaster Guidelines confirm that assertion. So at least when it comes to Bing, social shares definitely play a part in SEO.

Google, on the other hand, has specifically stated that social media isn’t a direct ranking factor.

But several studies have found that there’s a correlation between social shares and rankings. For example, this 2016 study from cognitiveSEO looked at Google rankings alongside social signals (likes, shares, and comments) on four social media sites and found that the top-ranked results had more social signals:

Still, correlation does not equal causation, and the fact that high-ranking pages have lots of social shares doesn’t mean shares have an impact on rankings.

What it likely means is that social media plays a part in SEO—maybe not directly, but definitely indirectly.

As Inspired Agency’s Alex Brown explains: “Does social media directly boost SEO rankings? No, it won’t directly boost any SEO rankings. But it provides opportunities in content marketing and link building efforts that will help boost your organic rankings.”

So what are those opportunities? Our respondents explain.

Social Media = Increased Visibility = More Links

Of the 90 people we polled for this survey, 21 said that social media benefits SEO by helping you acquire more inbound links.

“We all know that quality backlinks are important for ranking higher on Google and increasing domain authority,” says Chhavi Agarwal of Mrs Daaku Studio. “And social media is a great platform for link building.”

“If your audience is engaging with your content, they are most likely going to share it, which gives it more visibility. That increased visibility means your content is more likely to be found and read by people who can link to it,” Agarwal says.

Flawless Inbound’s Kulbir Tivana agrees and says, “not only can social sharing increase the number of inbound links to your site, but it also improves your credibility and shows the popularity of your content.”

And increasing your credibility can be good for SEO. As Ormi Media’s Natalie Athanasiadis explains: “Social media allows for content promotion, which can lead to bloggers linking to your content from their websites. You may also find that you are approached for interviews or quote requests.”


And using social media for link building also increases the likelihood that you’ll earn links from a diverse set of sources. “You can accrue more diverse links by sharing high-quality, authoritative content, which gives you more authority in Google’s eyes,” says Phillip McCluskey of ASSISTED.

But perhaps one of the best benefits of using social media for link building is that it makes the task of link building less labor-intensive for you.

As Bybit’s Alice Bedward explains: “When you share content over social media, you’re putting it in front of an audience who’s willing to share it with their own networks. Allowing your social media followers to amplify your reach delegates many aspects of link building.”

“The wider the distribution of your content on social, and the more engagement it gains, the less work you have to do to in terms of promotion and outreach,” Bedward says.

Our respondents offered lots of tips for effectively using social media to simplify link building.

Share Everything You Publish

“My best tip for making SEO and social media work together in your marketing campaigns is to ensure you are sharing each and every blog post you put out,” says Ryan Jones of Imaginaire Digital.

“Sharing your blog posts will give them maximum exposure, meaning they become more of a linkable asset.”

Colin Mosier of JSL Marketing & Web Design agrees: “When creating your content, optimize it for whatever keywords you’re trying to rank for. Then, share the content on social media to promote it. If you’ve created truly great content, this social sharing can lead to high-quality links back to your site, improving your SEO.”

Build Relationships

Several of our respondents said that social media is a great place to build relationships that eventually lead to backlinks.

Morgan Lathaen of thumbprint says to “use social to build strategic relationships that could lead to partnerships. Partnerships can lead to link opportunities far beyond what you could do by yourself.”

Emma-Jane Shaw of Uku Inbound says, “The process of connecting with a relevant audience on social media is important to me as it means that I am connecting with industry experts who often share valuable content that I enjoy engaging with.”

“A part of this process has been the ability to reach out to some of these connections to ask them for industry-related insights, which, in turn, have provided them with backlinks to their website or article.”

“I believe that by creating and nurturing these relationships—ones that offer unique insights and mutually beneficial offerings—will in time organically grow our link profile/ranking along with it. In fact, it has already seen growth,” Shaw says.

And Ellen Huang of Integrated Management Systems recommends “leveraging social media to connect and engage with website owners, bloggers, or industry leaders before you approach them for a backlink.”

“This increases your likelihood of getting a link from that website. Once you build the relationship, they’ll be more likely to help promote your content. And once they see that their own audience loves the content, they’ll be more likely to link to your content,” Huang says.

Collaborate with Others

“People who know and trust you—and who appreciate your professional expertise—are most likely to link to you naturally,” says Tommy Landry of Return On Now.

“If you use social media properly—and not just to spam links—you’re almost certainly connecting with other smart people in your niche.”

“Capitalize on those relationships for mutual benefits: interview each other and ask for a link to the final piece. Include them in roundups. Collaborate on a joint piece of content as a guest post and include links to your own websites.”

“There are ample opportunities to collaborate for SEO benefit. Use social media to find those collaborators, and off you go.”

Look for Influencer Marketing Opportunities

“Amplifying your off-page SEO works best when you invest in influencer marketing,” says Furqan Tafseer of Stratigia. “Influencers usually have massive followings and are adept at making the news.”

“Using influencer marketing to boost your social media and SEO efforts delivers many perks, including new links and mentions on various websites, an increase in followers and engagement on social media, greater word-of-mouth, and increased social signals,” Tafseer says.

And while you can certainly target major influencers, William Grou of Willow & Hive recommends targeting micro-influencers instead:

“Build strong relationships with niche-based influencers. Micro-influencers are more likely to have high engagement rates and will be willing to collaborate with your company if your content is relevant to their niches.”

“The collaboration will most-likely generate quality backlinks that increase your domain authority,” Grou says.

Find Ways to Share Your Expertise

“For me, social media is mostly a way to find opportunities,” says Benjamin Houy of Grow With Less. “For example, I regularly check Twitter hashtags like #journorequest or #prrequest and reply to journalists looking for experts to quote in their articles.”

“It’s a win-win situation. Journalists get quotes, and business owners get mentions and backlinks.”

Post on Sites that Give Dofollow Links

“Find social media platforms that provide dofollow links,” says Max Robinson of Guardian Removals Edinburgh. “Sharing links on platforms like Facebook and Twitter can be great for driving traffic, but because all external links on these platforms are given a nofollow attribute, they won’t actually be passing any SEO value.”

“If you want to better leverage social media and SEO together, then you should focus your time on social media platforms that provide dofollow links. This would include platforms like Pinterest, Tumblr, and Reddit—all of which can be great for driving traffic, too.”

Answer Questions on Quora

“Posting on other content-rich social media networks such as Quora and linking back to your website is a highly effective SEO/social media strategy,” says Rio Rocket of Rio Rocket Social Media Marketing.

Sarah Halsey of Hilborn Digital agrees: “Use Quora to answer relevant industry questions and then provide a link (when useful and valuable) to a related article on your website. The answer itself spreads brand awareness, and the backlink adds value to your SEO campaign.”

Ask for Mentions to Be Hyperlinked

Bulldog Digital Media’s Buzz Carter says that “usually if your content is picked up by one site, it will be picked up by a few. “Look at those mentions and see if they’re linked. If not, reach out and ask for a link to be added in.”

Related: 100+ Marketers Share The Link-Building Techniques That Work Best

Social Can Help You Improve SEO Ranking Signals

Even if social shares aren’t a ranking factor, things like time on page and time on site definitely are. For that reason, several respondents say that social media benefits SEO by helping you improve the metrics that do impact rankings.

“Social media drives more traffic to your search-optimized pages, improving both your social media visibility and your engagement,” says Growth Hackers’ Jonathan Aufray. “The latter helps your SEO.”

How? “If you’re targeting the right people on social media with content that’s relevant to them, they will stay on your website longer,” says Michael Anderson of GeoJango Maps. “This is important because the length of each interaction on your website is taken into consideration by Google’s ranking algorithm.”

“You can use highly targeted posts on social media to increase the average time spent on your website, which, in turn, can help increase search rankings in the long run,” Anderson says.

Fisher Unitech’s Jackie Tihanyi agrees: “Visits from social can influence your time on page and your bounce rate. If the content you post is engaging enough, people will read it, and those value metrics will be communicated to search engines.”

Corey Haines of Hey Marketers says that “social media is a great way to get an initial boost of traffic and engagement. These boosts can help get the attention the content needs to start ranking quickly for keywords.”

And Julie Adams of Modern Living 101 says that social media ads can deliver these benefits, too: “By running highly targeted Facebook ads, you can almost guarantee you’ll get more targeted traffic, which signals to Google that your website is worth ranking and builds up your social media following in the process.”

Posting on Social Gets Content Indexed Quicker

“We use our social media outlets to get our pages indexed by Google faster,” says Ben Walker of Transcription Outsourcing. “Once we have new or refreshed content published on our site, we immediately start sharing it on LinkedIn, Facebook, and Twitter in order to get clicks to it.”

“This gives Google the signal that there is a page that needs to be crawled and re-indexed,” Walker says.

Salva Jovells of Hockerty and Sumissura agrees: “It’s really important to boost your content as fast as possible on all your social media channels. The more signals you offer Google—and the more different sources of traffic that new content has—the better.”

Social Interaction Data Can Help You Improve Your SEO Content

Things like click-through rates in the SERPs, bounce rates, time on page, and time on site are all pieces of interaction data that search engines use to rank content. Many respondents said that you can improve these metrics by testing and measuring interactions on social media.

“Marketers should use their brand’s social communities as a sounding board to test different pieces of content,” says MAB’s Haris Karim.

How?

Wes Marsh of BCA Technologies says to “find the social media posts that get the best engagement and use those insights to structure your page titles and descriptions in a similar way. If people are clicking on a post via social, they will also be likely to click on that article when they see it on a SERP.”

Josh Brown of Helpjuice agrees that you should “use social interaction data to improve your SEO title and meta description,” but says you can also “use it to determine what topic clusters you should be building out.”

“The goal of SEO isn’t to generate organic traffic; it’s to generate relevant traffic so as to increase conversions. Knowing what content users engage with allows you to do this,” Brown says.

Editor’s note: If you need a quick way to see which of your social media posts and videos generate the highest engagement, download this free YouTube + Facebook dashboard to see your top YouTube videos and most-engaged Facebook posts in a central view.

Social Media Helps Build Search Demand

“Compared to other marketing channels, social media can help SEO in a lot of unexpected ways,” says Moz’s Dr. Peter Meyers. “Not only does sharing content on your social media channels help engagement on those platforms, but it also helps bring visitors to your website, which boosts your site’s visibility.”


Techjackie’s Jackie Owen provides an example: “Develomark, a digital marketing agency, is a great example. Because the agency’s owner has grown his brand awareness through YouTube, many people now know him and search for his brand name because his YouTube videos are famous.”

“As a result, he is able to rank many pieces of content on the first page of Google, even though his site has fewer backlinks than other sites,” Owen says.

Hima Pujara of Your Team In India explains why this works: “Often, people don’t click the link to a brand’s website on its social media profile. Instead, they search for the brand’s name on Google. And when people search for your brand on Google, it leads to an increase in your brand’s ranking.”

Sara Bennett of PACE Staffing Network has seen this effect firsthand: “By increasing the visibility and coverage of our internal content (blogs, job postings, landing pages, etc.), we have seen our social media presence amplified in our Google presence with search queries related to our company.”

Social Media Helps You Identify the Audience for Your SEO Content

“One of the greatest things about social media is that you get to learn who your audience is,” says Andrew Dafoe of TraduccioNOLA. “What do they need? What are their beliefs, feelings, and desires?”

“After you have this profile, you should know their general tendencies. Where do they go online? What are they looking for?”

“Then, you will have no problem finding keywords to target that are super relevant and tailored to the people that are most likely to do business with you. This knowledge, paired with promoting the content in places they commonly occupy online, will dramatically increase your SEO success,” Dafoe says.

James Flanagan of Tacuna Systems agrees: “We’ve found that writing blog posts and then targeting them to specific demographics on Facebook has helped to fine-tune our SEO strategy.”

“We test out which types of articles work best with which demographics and then use that data to provide feedback to our content writing team to plan similar content around user intent, buying cycles, and personas that are engaging with our posts on Facebook.”

“Facebook is a swathe of useful data for SEO, and from iterating the process of content writing via social media, we’ve been able to increase organic search to our blog by over 180% within the past six months,” Flanagan says.

And Chris Eckstrum of Housecall Pro says a great way to conduct audience research on social is through social listening. “A company that improves its social listening has the chance to improve its SEO and content marketing strategy.”

“Companies looking to improve their social listening need to be willing to read through the discussions that their consumers are having online. Taking the time to read these discussions can help you narrow in on specific topics that consumers are discussing.”

“This highlights what a certain type of audience wants out of a product. Not only will these discussions be specifically related to a company’s business or industry, but it will also be based on popular topics being discussed by a targeted audience.”

“Continuing to create original content is great and all, but it will be for nothing if the content isn’t optimized to fit the specific criteria of how viewers are searching for a product. Specific details will be exposed when ramping up social listening. These details will help you build out a content marketing strategy,” Eckstrum says.

Editor’s note: Need a way to quickly identify the demographics of your company’s LinkedIn followers? Grab this free LinkedIn Demographics Overview dashboard to get the details you need to create SEO content that’s perfect for the people who are already interested in your company and content.

Social Media is a Great Place to Conduct Keyword Research

“Consider following social listening trends to discover new keyword opportunities for your profiles and content,” says Katherine Rowland of YourParkingSpace. “This can show you what people want to read about and follow now, and therefore what will get you ranking higher.”

Joe Goldstein of Contractor Calls also recommends “publishing ‘ask the expert’ posts on your social media profiles. It’s a great way to boost engagement and find new ideas for long-tail Q&A keywords that your customers actually care about.”

“Depending on the industry, you may need to boost the posts or offer small prizes for the best questions to really get traction,” Goldstein says.

Related: How to Do Keyword Research & Outrank Your Competitors

Social Media Can Help You Generate New Content Ideas

“We use this procedure,” says Aleksandar Ratkovic of SEO Aleksandar. “The team responsible for social networks makes a list of original comments and questions they get on Facebook, Instagram, etc. Then, they forward that list to our SEO copywriters.”

“Our SEO copywriters use that list to come up with ideas for new blog posts, product descriptions, and other website content.”

“Using this process, we’ve noticed growing search engine visibility in decent percentages.”

Social Helps You Claim Owned SERP Real Estate for Branded Queries

“You social media pages do rank in search results,” says Katie White of Audi Bellevue.

For this reason, Brighter Digital’s Patrick Leonard says that “major social channels like Facebook are prominent citations that should be included in a business’ SEO efforts.”

“Social profiles can rank highly for branded searches, so having properly filled out profiles with reviews can help make your business look more legitimate and trustworthy, boosting click-through rates and conversions,” Leonard says.

Should You Optimize Your Brand’s Social Profiles for SEO?

How important is it really to optimize your brand’s social profiles for SEO? According to our respondents, it’s very important. Nearly 92% take time to optimize their social profiles:

They also offered a few tips for optimizing social profiles for SEO.

“Optimizing your social media profile to match the content on your website is a first step to make SEO and social media work together,” says Upgrow’s Kaisa Suojanen. “Particularly, the first word of your social media profile should match your website since it’s given the most importance by Google.”

“Social media profiles matter not only for Google but also for people who are looking for your company online. Social media profiles on Google search results can make your brand look more personal and unique, as well as increase engagement,” Suojanen says.

Moises Parada of Fidelitas Development says to “make sure your social content, such as images and text, always contain the intent of your product or service and include relevant keywords in image alt tags.”

And Max Pond of HashtagJeff recommends “using sameAs schema in your articles and posts.”

“Schema data is metadata or, in other words, data about data. This means schema markup contextualizes the information on a webpage. This is helpful because Google’s algorithm relies heavily on understanding the relationship between entities.”

“Using sameAs schema markup, you’re essentially giving Google more context about who you are as the author.”

“Within the schema code you place in the HTML of an article, you specify to Google that the same Elizabeth Lopez who wrote this article is also the Elizabeth Lopez who runs this Twitter account (insert URL to that Twitter account) or this Facebook business page (insert URL to that business page).”

“Seeing this code, Google will connect the dots that Elizabeth Lopez runs those accounts. It will also tell Google she’s a subject matter expert on the topic of that article. This can help rank her posts higher when she writes about that topic in the future.”

Social Drives Traffic While You Wait for SEO

“Mixing SEO and social media can be a very effective way to drive more website traffic, especially in the early days after a website has just launched,” says Blue Bamboo’s Liz Hughes.

“SEO tactics are fantastic for getting your page found in search engines. But it takes time. Not only does optimizing your website take time, but then it’s over to the search engines to get familiar with your site, over to you to drum up lots of backlinks to your site, and of course over to your customers to start clicking on your site.”

“Queue social media. Social media is a brilliant way to get your business name out there, online, while your website is climbing the ranks. The trick is to create posts that encourage people to click through to your site.”

“Eventually, Google will take notice that your website is being used, and this should help push you up through the ranks of its search engine results,” Hughes says.

David Bailey-Lauring of Blu Mint Digital agrees: newly created landing pages will lack page authority strength, even if the domain authority strength is high. SEOs who create new landing pages should ask their social media teams to help boost the pages by sharing it on all social media profiles.”

“I’d even suggest boosting the social media post by making an ad out of it. The concept here is to get traffic to the page so that search engines view this as a popular page and ultimately boost rankings,” Bailey-Lauring says.

And Alistair Dodds of Ever Increasing Circles says that “using paid social to amplify SEO content helps ensure that our content is getting in front of our target TOFU, MOFU, and BOFU audiences, which helps to further build our email and retargeting lists.”

“In addition, this then helps drive visitors, engagement, and comments on the posts, which helps with social proof when we then reach out to other publishers for co-promotional opportunities and good quality backlinks. It’s a holistic strategy that has served us well over the years, as each part supports the next,” Dodds says.

The Importance of SEO for Social Media

While the majority of the responses we received explained how social media helps SEO, several respondents said that SEO helps social media as well.

Here are the ways your SEO efforts can help support your social media marketing efforts.

Keyword Research Tells You What Your Followers Want

“SEO done right is all about finding demand based on search,” says Lance Beaudry of Avalanche Creative. “When it comes to content planning and deciding what to post to social media, there’s nothing better than looking at the demand of your target audience.”

“Post about what people are searching for or things related to what they are searching for,” Beaudry says.

Filip Silobod of Honest Marketing agrees: “With SEO, you can find out what people are searching for. Then, use social to tailor your post to promote to the people searching for that information.”

“I recommend using SEO research data (search trends and phrasing and wording used when searching for a particular product, service, or solution) in your social media communications, curated content selections, and paid campaigns,” says Natasha Kvitka of GiftBasketsOverseas.com.

“When doing so, we always experience not only better engagement and sales from social media—both paid and organic—but also better search rankings and conversion rates.”

Chris Hornak of Blog Hands recommends “using a tool like AnswerThePublic to uncover questions that are already being searched for on Google.”

And Roberto Severino of Adword Vigilante recommends this process: “Go through 3-4 of your largest competitors, look at some of their top pages in Ahrefs, and run a crawl in Screaming Frog so you can integrate it with Ahrefs’s API.”

“Then, take their top-performing posts and keywords and plug them into that tool, and filter by low difficulty and high search volume.”

“Once you have this done and created the content, it will be much easier to use social media to promote the content and have greater confidence in knowing this is what people have an interest in when it comes to your industry and niche.”

“There’s no second guessing when you approach social media and SEO with a logical, analytical approach like this,” Severino says.

SEO Best Practices Enable Social Search Success

“People use social media networks to not only to initiate communication but also to obtain information,” says Alayna Okerlund of BestCompany.com. “Basically, social media is growing as a unique search engine.”

“In order to help your content rank on major search engines like Google, you conduct keyword research and implement those keywords in your content. Doing the same thing with your social media profiles and posts may prove worthwhile,” Okerlund says.

And including keywords in your social posts can also help you grow the visibility of your social media posts and profile in Google SERPs:

“Certain social platforms are closed so Google can’t actively access the data,” says Sophie Edwards of Click Consult. “However, others—such as Twitter—are not, so you can include keywords in Tweets to help with ranking for social channels.”

However, if you’re going to use keywords in your social posts, G2’s Deirdre O’Donoghue offers some advice: “Don’t ever risk readability for better SEO. It’s imperative that your content keeps the user top-of-mind.”

“Search goes beyond Google,” says MediaSesh’s Christina Brodzky. “Anywhere there is a search box, SEO is there. Social search is no different.”

Related: SEO for Beginners: How to Improve Your Search Rankings from 103 SEOs

Technical SEO Leads to Better Social Performance and Tracking

“One of the most important tips for leveraging SEO and social media together is tracking and monitoring how visitors from social media interact with your website,” says Rockay’s Bojan Azap. “Google Analytics and tracking URLs are the key integrals.”

“Some of the most effective SEO techniques involve implementing various schema—whether it be microdata or Javascript/JSON—on the webpages and elements you are trying to rank,” says Steve Yanor of Sky Alphabet Social Media.

“It’s critical that your social properties (bios, outbound links) and the links you share on social that relate to your website are coded properly and test correctly. This means that you have to ensure that your Facebook Pixels, Twitter tracking code, and LinkedIn tracking codes are installed and configured properly.”

“On sites that are not WordPress (Squarespace, Wix), this can be a real problem. LinkedIn has new tracking codes and a new ads manager, so prior to launching any campaign, you need to make sure LinkedIn is receiving the data from your website.”

“This is the only way you will be able to build a custom audience, which is crucial for success over time because with this primary audience you can build lookalike audiences and build frequency as you change up the creative.”

Making SEO and Social Media Work Together

To make social media and SEO work together, Gabriella Sannino of Level343 says it’s important to “connect the dots.”

“It’s amazing how many people don’t. They have social accounts but don’t have them on their websites. They set blog posts for sharing but don’t add their social account to the share. They have a blog but never share the blog posts on their social accounts.”

“Make use of the accounts you have, connecting them together to develop a social strategy and increase your brand awareness and reputation,” Sannino says.

So what are some ways to better connect the dots between SEO and social media efforts? Our respondents offered these tips.

Align Your Content and Social Media Teams

“Too often, SEO and social media activity aren’t linked up because it’s handled by different people or departments,” says Dan Thornton of TheWayoftheWeb. “As a result, the best you can hope for might be a Tweet or Facebook post when a new article is published.”

“But what should happen is that the improvements you’re making for SEO should be supported by regular social media promotions, and vice versa,” Thornton says.

Roger West’s Samantha Simon agrees: “Stop siloing social media, and start merging it into your SEO strategy. In today’s digital landscape, social media and SEO work together.”

“Your social media promotion should feed into your SEO strategy, promoting your content to multiple audiences and getting as many relevant eyes on it as possible,” says Software Path’s Megan Meade.

Share Your SEO Content on Social Media

“The best way to boost success in both social media and SEO is to share your content across all social media channels,” says Ooma’s Craig De Borba.

Several respondents agree that this is one of the easiest ways to integrate your social and SEO efforts:

  • “When you optimize daily, you should share your blog posts to your social media accounts.” (Lisamarie Monaco, PinnacleQuote Life Insurance Specialists)
  • “Share your new blog posts on all of your social media accounts. This way, the post gains visibility (great for SEO) and your social media accounts become active with valuable and useful information for your target audience.” (Jeremy Lawlor, Active Business Growth)
  • “When users share content from your Facebook Page or Group, it shows that you are an expert, an authority, and a trustworthy source. This helps bolster the momentum of SEO efforts.” (Shannon Doyle, Page 1 Solutions)

Make Sure SEO Content is Optimized for Sharing

“Make sure each piece of content you create includes images that can easily be repurposed on social media,” says CoSchedule’s Ben Sailer.

“This entails creating search-optimized content with social media in mind from the start, with visual assets that can stand on their own with interesting statistics, charts, quotes, or other items that can still make sense outside of their original context within the post.”

“This can help your content succeed both on social media and organic search without a ton of extra effort,” Sailer says.


Chaz Van de Motter of Elite Marketing Studios recommends “taking the blog posts that you use to create inbound leads via SEO and making a YouTube explainer video around that piece of content.”

“From there, you can not only embed the video on your blog to bolster the strength of the SEO, but you can also shorten the video and use it as viral social media content that will, in turn, call your audience to action and bring more traffic back to your blog and website.”

“This approach has helped us increase the time users spend on our site, and it aids in the consistency of our social media content strategy,” Van de Motter says.

And Miguel Piedrafita says that “repurposing articles in a better medium for social media is a big win. For example, I use Blogcast to automatically generate audio versions of my articles, which I then share on Twitter. I’ve managed to get a lot of engagement and positive feedback with that.”

Cross-Promote on Both Channels

“Cross-promoting and sharing content and media across both social media and SEO is the most effective way to have both shine,” says With Clarity’s Slisha Kanakriya.

One way to cross-promote, as Trickle’s Chris Davis explains, is to “simply assure that each of your social media profiles provides users with a link leading them directly to your website.”

Another, recommended by Andrew Swindlehurst of AHM Installations, is to “embed social media posts and statuses within blog posts and articles. Not only does this link to your social media pages, but it also increases the chances that someone will click and visit them, resulting in a follow, like, or comment.”

“It’s also a good idea to ensure you have a sidebar on your blogs that makes it easy for readers to follow you on social media. By doing this you can easily gain extra followers without having to do much extra work,” Swindlehurst says.

Alexis Soer of Elite Digital agrees and says that “sharing your relevant social media posts via linking to them from your blog posts is a strategic way of taking your target audience to another one of your marketing channels without it being too blatant that this is your goal.”

Make It Easy for People to Share Your Posts

“It’s important to make sure blog posts and content are easy to share,” says Chris Martin of FlexMR. “Pull out important quotes and create links that auto share these quotes to social platforms with a single click.”

“The more frequently an article is shared on social channels (and subsequently visited), the stronger signals it will be sending to search engines.”

Take Advantage of Two-Way Retargeting

“SEO and social media are the one-two punch of marketing, and one tip to use them both is to utilize two-way retargeting,” says Andrew Holland of Zoogly Media. “Two-way retargeting is all about making sure you use both audiences to grow the traffic to the other platform.”

“For example, say you create a viral video for Facebook. The next time you publish an article, you can boost that post to those who engaged with your video. This will give you a great chance to get more traffic to your website from a targeted audience.”

“The reverse applies, too. When you get organic traffic to your website via SEO, you can retarget those people using your Facebook Pixel with content and ads that you create natively on the Facebook platform.”

“Most business owners only focus on retargeting visitors who visit their website. They rarely create assets for the purposes of engagement with the secondary intention of building a retargeting audience.”

Success in Both SEO and Social Starts with Great Content

“Great unique content equals great performance with SEO and social media,” says Shreyash Mishra of Shrex Design.

“Social media is all about engaging with people. The more you do this, the more likely you’ll be ranked higher because people and search engines will both love you.”

“You can engage with your audience by creating and sharing great content, and then leverage that engagement to boost your follower count and search rankings.”

About the author
Jessica Greene
Jessica Greene writes about marketing, business, and technology for B2B SaaS companies. A former writing instructor and corporate marketer, she uses her subject-matter expertise and desire to educate others as motivation for developing actionable, in-depth, user-focused content.
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38 Digital Marketing Software Tools Top Agencies Recommend

Discover the 38 digital marketing tools that marketing and agency leaders use and recommend for growing revenue and streamlining operations.

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18 Proven B2B Instagram Marketing Strategies

Instagram isn’t just for travel bloggers, influencers, and consumer brands. Here’s how 35+ B2B companies are building their brands on Instagram.

  |  Sep 11

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The 14 Best Online Communities for Promoting Your Content

Is your content falling into the 91% that gets no organic traffic? These experts recommend using these online communities to help promote your content.

Content Marketing   |  Sep 11