How to Leverage Social Media’s Impact on SEO

January 18th, 2011 by Allison Yagesh

Last month, Google and Bing confirmed that links shared on Facebook and Twitter impact search rankings. SEOs across the Web have long suspected this, though the official confirmation has inspired a deeper inspection to determine how to make the most of it. Here are some tips for how to leverage social media to impact your company’s ranking:

1. Inspire Action

Give the audience a sense of who your company is. Do this with personality and panache. You need to sound like a person, not a robot. Engage the audience by revealing information that explains your company’s authority. Include persuasive calls-to-action and a link to your website to encourage conversion. Giving the audience a glimpse into your business will help to attract new friends, followers, etc. and in turn, new customers and clients.

2. Social Authority

A major factor as to whether references to your company by other users will impact ranking depends on the authority of the user making the reference. It is quality over quantity and user elements like the number of friends or followers they have or how many people they follow will affect how the post is ranked. This process is tough to force, so allow time for popularity to grow organically. Stay relevant by making frequent, informative posts.

3. Spice It Up

Avoid posting in the same format and shake things up regularly to encourage interaction with the audience. Contests are a great strategy to inspire action. Provide valuable bits of information that are easy to share. Remember, people will only share your post if they think it makes them look good, intelligent, witty, etc. Keep posts fresh, fun and informative!

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