While search engines, led by Google, are increasingly diversifying their sources to ensure the relevance of their answers and the reliability of the results offered, communication on social networks is a real issue.
Social networks bring consistency and continuity to a web communication strategy from advertisers. Social networks send so-called “tangible” signals to search engines that are considered by algorithms and on which they rely to give the best answers.
The deployment of an adapted communication on social networks is therefore a very good opportunity for advertisers who can exercise much more control over this aspect of natural referencing than over the generation of backlinks or the mentions of brands on the web, for example.
So, why not coordinate actions carried out on social networks and SEO optimizations?
The reason is very (too) simple, they are only very rarely met.
Indeed, in most cases, the animation of social accounts and natural referencing are often treated independently by different profiles and therefore there is no obvious bridge between these two online communication activities.
The main objectives as well as the form of messages to achieve them are also to be very different: while Social Media aims to recruit, animate and retain a community using short messages, powerful baselines and lots of visuals (images and video), the natural referencing KPIs are ranking, qualified traffic and audience monetization (advertising, e-commerce, sales of services, etc.) relying mainly on a text format, rich content and strategic keywords.
Synergies Favorable To Natural Referencing
So what are the benefits of bringing these two levers of web communication closer together?
The common denominator is the content strategy, that is to say that the information disseminated must be the same whatever the digital media in order to provide the same level of information to all users.
It is therefore possible to draw up a non-exhaustive list of synergies between Social Media and SEO:
- Improving the SEO performance of a website: advertisers can monitor the interests of members of their communities on their social networks or draw on data from Buzz Monitoring tools in order to detect new semantic fields for recover incremental organic traffic.
Faster indexing of content: For websites that have thousands, even millions of pages or product references, the distribution of their content on social networks makes it easier to index these pages because social networks are crawled constantly by search engine robots to retrieve and index recent content.
- Increasing the authority of the domain of a website: the authority of the domain of your website is an important criterion for SEO because it helps the positioning of the pages of this site in the search engine results.
Domain authority is based in part on the number of external links (backlinks) pointing to that domain. You can buy backlinks now easily and have the best use of the same. By facilitating the large-scale distribution of posts with a “backlink”, domain authority increases according to the virality of the post (s) on social networks.