Law Firm Web Marketing

    

5 Ways Social Media Impacts SEO

Social Meda in SearchMany savvy legal professionals are wondering how social media impacts SEO. Even though social media signals’ role in the ranking algorithms of Bing and Google is still embryonic, there's no doubt that these mechanisms are influencing SEO.

 

But more than just social signals (e.g. Facebook Likes, Shares, +1's, Pins, Tweets, etc.,) social media is beginning to rear an even great impact on SEO. So in this law firm web marketing post, we share 5 different ways in which social media impacts SEO.

Increases Site Engagement and Traffic Volume

One of the key factors employed in search engine rankings is the traffic volume that is visiting a particular website. In most cases, most traffic from social media is driven by event listings, blog posts, videos, or any other exciting content. If that content can make users stick around for some minutes rather than bouncing right away, it may help to improve search results. Search engines have the capacity to measure these metrics such as the bounce-rate, pages over visit, as well as time on site.

Social Media Personalizes Search Results

When a user is signed in, Google makes use of Google+ activity and reviews to personalize search results. For instance, if an individual is connected to you via Google+, and you have liked a page, made a business review or made a post on Google+ about a topic that the individual is searching about, that result will likely be ranked higher for him/her due to the connection.

The same thing is being done by Bing with Facebook activity of friends. Even though it’s hard to quantify, this personalizing of results has a way of impacting SEO.

Increases Link Potential

The awareness of website content or brand can be increased with the help of social media activity. This increased awareness can produce links. For instance, assuming a company posts a video of one of its new product features, which (the video) gets shared 20 times on Facebook. One of those posts is seen by another Facebook user who runs a blog. The blogger chooses to write about that new product feature and links back to the website and video of the brand in the article. That link only occurred after the writer had seen a post about the video.

Even though the links in the 20 posts didn’t directly contribute to the website’s overall link profile, they led to links being placed on a website via the article. These links have a say in the website’s overall link profile, thus impacting Search Engine Optimization.

Search Query Volume

Social media exposes one’s name to a wider audience. This helps to increase the overall awareness of a brand, thus leading to more persons searching for their brand. Google awards a higher ranking to brands that are being searched for by more people. This naturally depends on the query that is being searched for and is frequently more of a naturally branded search opportunity.

Authorship

According to the information provided by Google, in the future identities will be incorporated into search rankings. This implies that basing on the likely audience size, their authority and relevancy to the topic; some pages will get a higher ranking than others.

According to Google’s Eric Schmidt, this is already happening to some degree for verified profiles. In the search results, the information which will be tied to confirmed/verified online profiles will have higher rankings than that devoid of such verification.

Search engines are becoming more refined at interpreting search content, fighting organic spam and delivering relevant results; and thus yesterday’s SEO tactics no longer score it. To have a clear understanding of what is credible, relevant and popular; search engines are resorting to social media.

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