Social Media’s impact on SEO (search engine optimization) is important to today’s small business.
Many business owners need to understand the impact of social media on SEO and how to measure social media analytics
Impact of Social Media
Social media channels have an impact on your search engine optimization (SEO), however the impact is NOT a direct return on investment!
Social media marketing is about branding and engagement. It is not meant to directly drive sale, however, it does indirectly help with sales. Therefore, business owners need to monitor branding and engagement, not ROI from social media channels.
Google is leery of social media signals. Simply put “if Google can’t crawl and see how many people you follow or who follow you, they can’t use that as a reliable signal”*. For instance, many users on Facebook set their profiles to private and block their name from search engines. Therefore, your post being shared cannot accurately be measured for ranking by Google.
With this in mind you need to think of your social media profiles as part of building brand awareness and engaging an audience about your brand.
You can still measure the impact of your social media on SEO by utilizing the analytic tools offered by the various social channels.
Measuring Facebook Analytics
To measure your social media engagement on Facebook, you want to measure the following six metrics:
- Fan Reach (the number of fans of your Page who have seen any given post.)
- Organic Reach (the number of people, fans and non-fans, who have seen a given post.)
- Engagement (the number of people who have interacted with your content.)
- CTR (Click-through Rate): Click-through rates tell you the number of people who have clicked on a link in your content, watched your video or viewed a larger version of your photo.
- Negative Feedback (the negative feedback metric counts the number of users who really did not like your content)
You can obtain these measurements by downloading your insights report. Read more about Facebook analytics on Social Media Examiner.
From your website analytics you can measure what visitors have come from which channel, and the channels true impact on SEO.
Web analytics can provide you further social media engagement metrics. Google’s analytics now provides social sources to measure social media impact on your website. You can now see which social media networks and sites refer the highest quality traffic and it’s affect on your SEO.
The social sources provides:
- An overview of key social networks for your brand
- A view the networks providing your site traffic
- Visualization tools to see how visitors flow from social networks through your site
- the ability to discover which social platforms are most relevant to your site
Remember to check with Pinterest, Twitter, and Google+ Local all these channels have analytics similar to Facebook’s where you can measure your engagement and reach. With these measurements and quality links you’re sure to see social media’s impact on SEO.
Building Social Media Engagement
By posting items from your page to all your social media and social bookmarking channels you are building engagement to your page and quality links. The more fresh, original content you share the better reach and engagement you have. it is important to use your social media channels to build your page up – not other businesses, so create shareable content with a good images.
Social media is important to building brand awareness and engagement for your website. The key is knowing it’s impact and how to measure your results.
photo credit: <a href=”http://www.flickr.com/photos/shareski/2871947678/”>shareski</a> via <a href=”http://photopin.com”>photopin</a> <a href=”http://creativecommons.org/licenses/by-nc/2.0/”>cc</a>