Combining smart social media marketing with SEO strategy can result in greater marketing success.
Since mid-to-late 2010 (or maybe earlier), Google and Bing have been using social media engagement metrics as a ranking signal.
Things like mentions, shares, likes, and retweets are used by search engines as a form of “social proof,” much like links.
An analogy that I like to use with clients when describing the quantity and quality of links – and now social mentions – to their website is like a “vote.” I know the majority of you are sick of all of the political talk, but think of each link and each social mention as a vote of confidence.
The more votes you have, the more likely you are to be seen as an authority on the topic (web page) or as a whole (your site / domain).
Logic tells us that the higher the quantity – and more importantly, the quality – of those votes, the higher we will rank for the keyword terms that we’re targeting.