In my first post on SEO for your SharePoint Site, I focused on the basics of Search Engine Optimization including:
- Page Title
- Meta Descriptions
- Alt Tags
In my second post about SEO for your SharePoint Site, I focused on these two fundamentals of SEO:
- Internal Linking
- URL Structure
As promised, the third part in this series will be about how social media can impact the ranking of your SharePoint site in search engines.
Social media has become a vital element of every company’s marketing strategy, and now impacts our search engine marketing efforts as well.
Social media affects search rankings for three reasons:
- Social Media sends signals to search engines that a particular page and/or site is popular and relevant by the number of likes, shares, tweets, and +1’s it gets. Since search engines like Google and Bing want to always provide the most relevant content in their search results, they use these social signals to help determine a page’s relevancy.
- Social Media drives traffic back to websites. When a website receives more traffic, it is viewed as a site that is providing relevant content that readers are looking for. As such, it ranks higher in search results.
- Social Media provides external links back to your site, these links are seen as credible links back to your site since they are shared when someone likes the content.
Which Social Media Sites are Best for SEO?
When it comes to SEO, not all social media sites are created equal. Based on leading SEO company MOZ’s Ranking Factors 2013 study, each social media site has a different level of impact on search results.
In the hierarchy of the power of social signals, Google+ has the highest correlation between shares and ranking in search results followed by Facebook shares and tweets. The reason that +1’s on Google+ is most likely due to the fact that sharing content on Google+ will often get it indexed faster.
And, while it was not part of the Moz study, pins on Pinterest seem to frequently appear higher in search results.
Need another reason to use social media for your business? Think of social media as a tool to drive targeted traffic back to your website. It is not just for sharing content, but for sharing relevant content directly with your target audience.