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There is no way to consider a Digital Marketing structure without taking into account social networks and organic search.

At the end of accounts, no matter the niche or the business model, the user will always use a social network at some point in the purchase process or search for a term in Google, which may be included in any of your content ranked by Google .

Now, did you ever imagine having these two behaviors resolved with a single action? It is just about that, about how the content of social networks can help in SEO work , what we are going to talk about in this post.

How does Google understand social networks?

We will approach Google because it is the main Spanish-language search engine.

According to data from StatCounter Global Stats, worldwide, Google is the most used search engine : it accumulates 89.94% compared to 4.37% of Bing and 3.93% of Yahoo.

In Latin America, this trend is sustained. As an example, these samples are enough:

  • Colombia: 95.21% of searches with Google, 4.11% for Bing and 0.36% of Yahoo
  • Brazil: 96% of Google, 3.28% of Bing and 0.57% of Yahoo
  • Chile: 96.25% corresponds to Google, 3.31% to Bing and 0.18% to Yahoo.

That being the case, all SEO efforts will be directed towards him.To begin, it is necessary to understand how Google interprets social networks.

Google search is composed of several algorithms that interpret hundreds of positioning factors (that is, classification variables that affect the moment of positioning a page). When assigned to a site, those algorithms place the site higher or lower than the search results.

In the past, many spoke that social interactions were one of the factors that Google considered when stipulating rankings. S owever, Google treats social networks (a post on Twitter or Facebook) as a Web page and not a factor (worth remembering that social presence is a scale factor ).

Therefore, not always a content published on the social network, even indexable, will be indexed.

As I said before, Google is made up of diverse algorithms that interpret the quality of the content, the veracity, the influence, among other factors. Therefore, content published on social networks may eventually obtain a good position on the SERP (search results page).

Not always Google will index an update in social networks, even if that update or entry is not a positioning factor.

If social networks are not a classification factor, should I forget them for SEO? DO NOT!

Google uses, for example, Google+ signals to interpret some local results and uses Twitter data to discover new content ( Google has a partnership with Twitter ).

How to use networks to improve SEO results

Have you stopped to think that social networks can also be search mechanisms? Networks like Facebook, Instagram and Twitter use hashtags , which can be good indicators of keywords to work with.

In addition, Google has its own social network; Google +, which is used in some rich results in the SERPs.

Below I will list some possibilities of using social networks to improve SEO results.

1.- Is it a local business? Use Google My Business

Google’s algorithms are responsible for local searches and have geolocation as their central idea.

One of them is Pigeon , an algorithm that went on to prioritize results in the SERP according to the user’s location, displaying information such as comments from other users, distance, price, address, contacts, among other information.

Where does that information come from? From Google My Business!

 

Because it is a Google product, to register the information in My Business, the user will need to have a Google account (which can be done with a business email, gmail or any other domain).

Once this is done, the user will need to create a Google + company page, confirm the information with Google to have then the comment data, peak time, contact, recommendations, photos, etc. for local searches related to the business or the name of the company.

However, we must have something in mind: even doing these steps, does not mean that the company will appear in the SERP when someone close to it performs a search.

This will depend on some factors, such as:

  • Competition
  • Wealth of information sent
  • Authority

Then, the more the data provided is planned, the greater the probability of having the data displayed in the SERP.

2.- Take advantage of the wealth of the Twitter search to understand what users are talking about

Everyone knows that Twitter is a good social network for content distribution, trend tracking, interaction, and so on. But, did you know that Twitter also owns a powerful search / research tool?
In addition to the searches made by users and hashtags, we can search almost anything in the Social Network if we use the correct command.
As always, valuable information is more hidden. When conducting a search, Twitter does not make clear the power of your search.
But just access the search filters, “advanced search”, to see how magic happens.

A robust search engine with optimal usability and several filter options. From there, the sky is the limit. Simply having a goal in mind and using the search to generate relevant data for that goal.

3.- Use social networks to understand the real needs of users. Talk with them.

In the same way that social networks are optimal for distributing content, they are also optimal for understanding audiences and adapting digital marketing strategies in accordance with that understanding.

Speaking specifically about Facebook, there are several ways to understand the behavior of the audience and adapt your SEO strategy based on that.

Facebook has 2 great ways to analyze public:

  • Audience Insights
  • Graph Search

To access Audience Insights, simply be an administrator of a page. You can analyze Facebook as a whole or a specific page (for more information, you should have more than 1000 likes).

It is possible to analyze interests, sex, if the user is more desktop or mobile, the pages that have more connection with the public, among other data.

In the case of Graphsearch , I can say that it has its own power, because in a certain way Facebook becomes a huge database.

To access Graphsearch, you do not need to be a page administrator, but the Facebook language must be configured for English.

In this way, the search field of Facebook becomes a tool that responds to the giant data bank of the Social Network.

There are thousands of possibilities available, how to discover in which groups the people who follow a certain page participate, the groups in which a certain person participates, photos or videos of people who were in a specific country or event, among many other search options.

As there are thousands of commands, I share a post by Jon Loomer , which despite being old is still very useful, with several Graph Search commands.

The use of social networks for the purpose of positioning a site is not the way that Google likes.

If you stop to think a little, you will notice that social networks are great spaces for exchanges with potential clients or clients . If you use them as branding and relationship vehicles, you will get a great source of data that will help you in the planning of content strategies for a blog, a product, a brand; and there yes directly impact on SEO.

 

Contrary to what many people think, the exact reasoning of “ranking for the term x” is not the best way. The SERPs are increasingly smart and personalized, so it is important to understand who your user is and what he wants .

In this way you can create content suitable for him, something that Google will love because it values ​​the user’s experience.

Here in Search Lab we treat SEO in a human way, focusing on optimizing positioning factors according to the needs of users.