4 Ways A Strong Social Media Presence Boosts Brand Visibility, Traffic, Revenue

Here’s why increas­ing your social media pop­u­lar­i­ty can help increase brand aware­ness, reach, traf­fic, expo­sure, and engage­ment.

Danny Goodwin By Danny Goodwin from Momentology. Join the discussion » 0 comments

As more peo­ple see more of your brand on social, and as they share your con­tent and inter­act with you, it’s only nat­ur­al that you’ll see some very entic­ing sec­ondary ben­e­fits like search vis­i­bil­i­ty, web­site traf­fic, and engage­ment.

The link between social media and organ­ic search vis­i­bil­i­ty has been a much-debat­ed top­ic over the years. Google has said in the past that it’s too tricky for social to be a direct sig­nal in its rank­ing algo­rithm for a vari­ety of rea­sons. Despite this, com­pa­nies put out year­ly cor­re­la­tion reports and sur­veys reveal­ing this year’s “top search rank­ing fac­tors”. Social media met­rics (e.g., the num­ber of Face­book shares and tweets) tend to fig­ure promi­nent­ly into these search rank­ing fac­tor reports. Cor­re­la­tion stud­ies are fine to read, but should­n’t be tak­en seri­ous­ly. At all. Why? Well, would you believe that the num­ber of swim­ming pool drown­ings cor­re­late with Nico­las Cage films? See for your­self. Do social met­rics influ­ence rank­ings? Unless you work for Google, you’ll nev­er know for sure, there are too many unknowns. Any­thing is just a guess. Can social met­rics influ­ence search vis­i­bil­i­ty in any way? Absolute­ly. Social media offers incred­i­bly valu­able ben­e­fits – when done right. Being present on social gives brands anoth­er way to be where their audi­ence is and dri­ve those impor­tant KPIs. As SAP CMO Jonathan Belch­er said it so per­fect­ly: social is an enabler, not a goal in itself. Let’s look at four real ways social pop­u­lar­i­ty can impact vis­i­bil­i­ty, traf­fic, and rev­enue.

1. SERP Visibility

Google can index your brand’s social pro­files from a vari­ety of net­works, and that in turn means more real estate on the search engine results page. The more social pro­files you man­age, the more real estate you can own on Page 1 for your brand. Momentology Facebook Search Result In addi­tion, Google announced in 2015 it would dis­play rel­e­vant tweets in its search results – allow­ing for real-time updates: Momentology Tweets in Search

2. Social Traffic

Some reports show that social traf­fic drove as much as 31 per­cent of over­all traf­fic to sites in 2014. When it comes to retail sites specif­i­cal­ly, social media increased its share of ecom­merce refer­rals by 200 per­cent from Q1 2014 to Q1 2015. Expo­sure to Face­book ads report­ed­ly influ­ences people’s search behav­ior and lifts search refer­ral traf­fic for web­sites, at least accord­ing to Face­book. It’s not always easy to suc­ceed in social, how­ev­er, if you don’t know what res­onates. Turn to research like this data to find out which type of con­tent tends to be shared and linked to more than oth­ers.

3. Website Engagement

Once you dri­ve that social media traf­fic to your site, how are you engag­ing them? This is a crit­i­cal next step in mak­ing your social traf­fic work for your web­site. Brands like Red Bull, Coke, and Taco Bell are tak­ing an edi­to­r­i­al-dri­ven approach, putting social media at the core to engage con­sumers. Not only does it make good sense to keep users on your site longer engag­ing with more of your con­tent and per­haps even sign­ing up for your mail­ing list, but it might also impact a search engine’s per­cep­tion of the rel­e­vance of your site. That’s not to say fac­tors like hav­ing a low bounce rate, high­er time on site, and more page views direct­ly impact rank­ing and vis­i­bil­i­ty. But they could be indi­ca­tions to the search engines that your site is a use­ful, rel­e­vant, and engag­ing resource.

4. Being Where Your Customer Is

Audi­ence opti­miza­tion is the art of being where your cus­tomer is when they need you most. Social media presents a stel­lar way for you to be more vis­i­ble across the Web, to inter­act direct­ly with your audi­ence, and to par­tic­i­pate in social com­merce (which con­tin­ue to quick­ly rise). The consumer’s deci­sion-mak­ing process is com­plex today, and many turn to social media to make impor­tant deci­sions.

Danny Goodwin

Written by Danny Goodwin

Managing Editor, Momentology

Danny Goodwin is the former Managing Editor of Momentology. Previously, he was the editor of Search Engine Watch, where he was in charge of editing, content strategy, and writing about search industry news.

Inked is published by Linkdex, the SEO platform of choice for professional marketers.

Discover why brands and agencies choose Linkdex

  • Get started fast with easy onboarding & training
  • Import and connect data from other platforms
  • Scale with your business, websites and markets
  • Up-skill teams with training & accreditation
  • Build workflows with tasks, reporting and alerts

Get a free induction and experience of Linkdex.

Just fill out this form, and one of our team members will get in touch to arrange your own, personalized demo.