There has been a lot of talk recently about whether search engine optimization (SEO) is dead. The truth is, SEO is evolving, just as it always has. Today we hear more and more terms like “social signals,” and “social SEO,” and we think this must be something different, but really, again, it’s just what we have evolved to. Social media and SEO go hand-in-hand, as SEO is all about the optimization of your content. Originally, SEO was very much optimizing only your own singular web presence but with the rise of social media, we have multiple web presence outlets worth optimizing.
Social sharing and backlinks
In many ways, social sharing has become the new backlink. In years passed, backlinks were golden, and all the rage for SEO marketers. But what exactly is a backlink? A backlink is traditionally defined as a hyperlink from one web page to another. Well what is a social share? A hyperlink from one web page to another. Backlinks show advocacy, they show relevance, and give credibility to the author. As the internet has evolved to include social media, SEO rankings have begun to take into consideration social signals and shares.
Personalization based on connections
If you are searching with Google, and signed into your Google account, Google will deliver the results that they feel are more relevant to you based on previous searches, location, and social connections – the things you’ve already expressed an interest or liking to. This means if a user already has you in their social networks or visited your website before, if they search for something relating to your brand, your brand is more likely to show in that user’s results based on the connections they have already made with you.
Authorship has really changed the game for content and blog marketing. Google implemented a feature that allows you to essentially tag your content with your virtual identity. Content consumers are relying more and more on their level of trust they have for an author, and credibility of the author. There’s so much content on the internet that it can be difficult to know what to trust and what to disregard. Authorship gives complete transparency to the consumer. They can see who the author is, read reviews, check out various aspects of that author before deciding to truth them or not. The more credibility and truth gained by consumers, the more they share, the higher your content is ranked.
Do you need help developing or managing your social media or SEO strategy? Contact the team at Stellar Blue!