Instagram, Facebook, YouTube or Twitter, for example,
They are all considered social media platforms. Anyone who is familiar with this area knows that likes, views and followers make the world of social media go round. True to the motto: “The more, the better.”
After all, you build up a certain image and a clear reach with lots of likes and followers. In short: you are known. Posts are seen by thousands and thousands of users. These are figures that can run into the millions. This is an attractive advantage, because no matter what you post about, it reaches many users and followers.
Nevertheless, the social media sector comes with a shortcoming that cannot be ignored. Anyone who thinks that you will rank higher in the Google search engine with a well-known social media profile is wrong.
Likes do not help with Google ranking
It has been officially confirmed by Google since 2017 that likes or features of this kind are not used as a ranking factor. But it is easy to explain why this is the case. Probably the best-known reason that is repeatedly given for this question is the simple manipulation of likes. There are a large number of services online that offer likes in return for certain amounts of money. So if you have the necessary financial means, you can easily buy hundreds of likes. With posts of this kind, it may be one or two real likes compared to 500 bought ones.
By dispensing with likes as a ranking factor, Google wants to counteract a major possibility of manipulation that would make it easy for many to rise unfairly in the rankings.
However, in addition to manipulation, there are other reasons that speak against likes as a ranking factor. On many platforms such as Twitter or Instagram, the likes are kept very simple. Facebook, for example, has several reaction options (emojis that express sadness, laughter, etc.), which may then have to be adapted.
A much bigger problem, however, is the crawlability of new posts on all platforms. A website usually has one or two blog posts per week, but things are completely different on social media platforms. A huge number of posts are written in one day alone. So you would have to crawl hundreds to thousands of posts every day. Realistically speaking, it is not even possible for Google as a search engine to map this dynamic.
This also applies to traffic
What many have known about likes as an invalid ranking factor since 2017 has now also been confirmed with regard to traffic. On December 4, 2020, John Müller officially confirmed on behalf of Google that the traffic generated – be it via YouTube, Pinterest, etc. – does not count as a ranking factor in the search engine. From an SEO perspective, this is certainly sobering for some, but you should not be discouraged by this. After all, search engine optimization in combination with managing your own social media channels definitely has its advantages.
Advantages of social media – even without a ranking factor
Reaching a young target group is a clear advantage. The generations that grew up with the Internet and the generations that were born during its heyday use the Internet daily and to its full extent. Nothing works without the Internet and certainly not without social media. Even the older generations are aware of this fact and have also taken to the world of social media.
Facebook in particular is an ideal point of contact for this target group. So if you know where things are happening, you can easily reach and address your target group via the Internet. Which brings us to the next advantage: social media as a status symbol. In a world where everything revolves around viewer numbers, likes and followers, the winners are those who have the most of them. Those who achieve high numbers also achieve high status. You automatically appear more serious to users and your own opinion is given much more weight.
A clear image and the associated prestige are thus achieved, which appear attractive and desirable to the user. The target group and potential customers can therefore be influenced much more easily by you.
The SEO factor in social media
Without ranking factors, social media channels seem irrelevant for SEO at first glance. It takes a second look to realize what an enormous advantage a well-maintained social media account can have for search engine optimization.
Whether Instagram, Facebook, YouTube, Pinterest etc. – there is almost always the option of a description. And a description leaves space for links. Be it referring to your own homepage or specific landing pages. Links can also be integrated when writing posts. For you, this means that traffic to a page that is not a ranking factor for Google can easily be redirected. This time, however, on a page for which the traffic generated is very relevant for Google as a ranking factor: your own website.
In addition to the actual traffic that you generate, you can also count on additional high traffic figures from your followers, who may not have been aware of your website beforehand. In this case, users are a large number of potential customers who will also increase your sales if they convert successfully.
Another SEO factor is the recommendation of others. It can be described as a very abstract form of off-page optimization. It is not uncommon to come across posts – for example on Instagram – that link to special services/products from others on their profile. With familiar references such as: “For more information, click on the link in my bio.”
In this way, with a simple recommendation from another user, their followers can also be made aware of your service/products and forwarded. Even a mention of your profile, with your homepage address on it, can generate new followers and potential customers at the same time.
Our conclusion – traffic is not only profitable from a ranking perspective!
As you can see, relying on social media can have its advantages – also from an SEO perspective. Not only can traffic be directed to your site through links and recommendations from others, but an image can also be easily built through social media. It is “enough” to have a high number of likes and followers to be relevant. Social media is a proven and effective method for reaching and influencing the target group. Companies that move with the times are also considered modern companies. A social media account is worthwhile for this image alone.
And don’t forget the proximity to your customers and real-time communication. If you advertise a product, the comments will quickly accumulate. Whether it is positive or negative feedback – you can easily respond and have an exchange with your customers. This creates a positive feeling, especially for the customer.
Especially as it speaks for you as a company if a user finds a post about your product/service that has a lot of positive comments and likes.
So be aware: you will not only be found via the search engine! Nowadays, almost everyone uses social media platforms and your company can also be discovered through them. Instagram alone has its own section dedicated to shopping, which revolves around the sale of products to users. Being found there may not increase your ranking in the search engine, such as Google, but it still generates potential customers! So traffic as a ranking factor is not everything. Of course, it is a nice addition if the ranking increases in addition to high visitor numbers, but ultimately the visitors are your turnover and to regard social media as a small search engine of its own is not such a wrong approach from our point of view.
Terms matching the topic:
- social media channels, search engines like google, social networks, search engine optimization, seo, google, offpage optimization, onpage optimization, social media platforms, ranking, traffic, facebook, instagram, pinterest, twitter, youtube
