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SEO 11 min read July 9, 2020

Do Social Signals Matter For SEO In 2020

Do Social Signals Matter For SEO In 2020
Samantha Hackett
Samantha Hackett
Digital Marketer at Kicksta
Upping your brand's SEO game is essential to thriving in today's digital marketplace, and social signals for SEO are one of the best ways to do so. Businesses are putting SEO at the top of their priority list. If your company doesn't do the same, you could easily get left behind. Let's take a look at what social signals are, whether they really help your business (hint: the answer is yes), and how to improve yours.
What are social signals
Social signals are defined as the likes, shares, or views received on social media platforms that go out to search engines — in short, your overall social media visibility. A pin on Pinterest, a like on Instagram, and a view on YouTube all count as social signals. Social signals are a way to add recommendations and feedback into the process of how search engines determine a site's ranking. This means your social media pages can directly affect how well your website performs when it comes to SEO.

Social signals can "prove" to Google that your company is legitimate. More than that, they can prove that your company is active. Google favors recent content, so it's important to have a steady stream of new social signals. There are a few other reasons social signals are so important for SEO, too.
Why social signals matter for SEO
Here we will discuss the key ways social signals can help improve your SEO.
Ranking signals
Search engines have integrated social signals as a ranking signal. What does this mean? Basically, social signals show that consumers are talking about your brand. In turn, this can make your SERP (search engine result pages) ranking go up. Search engines look at social signals as recommendations — so the more social signals you have, the better your ranking will be.
What Affects Your Site Rankings
Domain authority
Your domain authority is crucial for ranking. This term offers a way to predict how high your website will rank in search results.

You can discover your website's domain authority using Serpstat Backlink Analysis tool. In the Overview section of the Backlink Analysis module, you will find all summary information about the domain's backlinks. The key indicator is SDR (Serpstat Domain Rank), domain authority score. It is displayed as a number from 0 to 100. The calculation principle is similar to Google Page Rank: the numerical indicator depends on how many sites link to the domain being analyzed + how many sites link to sites that link to the domain being analyzed + how many sites link to sites that link to sites, referring to the analyzed domain - and so all sites in the index are taken into account. Accordingly, the SDR can increase not only with new backlinks, but also if the site donors', or their donors' link mass grows.

Increased social signals indicate good domain authority and demonstrate the value of a specific URL.
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Serpstat Backlink Analysis Tool: A Comprehensive Guide
Inbound links
Social signals help you generate inbound links. Inbound links occur when someone includes a hyperlink to your website on another site. When people share your articles, that's considered a social signal — and in some cases, it can also produce an inbound link. Websites that have a lot of high-quality backlinks tend to rank much higher in search engine results. Inbound links also improve your brand visibility and awareness.
Increased browsing time
Social signals can increase the time people spend on your site. A high number of social signals means that lots of people are highly engaged with your content. The more social signals you have, the better your SEO will be — and increased social signals likely mean that people are spending more time on your website, ideally making a purchase while they're there.
Easy Ways To Improve Your Site Speed
How to increase your social signals
Social signals can make a big difference in your website's SEO, so it's key to actively work on improving your brand's social signals. Because social signals are so important, it's not enough just to have an SEO strategy — you need to create a strong social media plan, too. Here are a few of the best social media strategies to increase your social signals for SEO.
Post strong content
High-quality, relevant content that gets lots of views might be indexed by search engines. For example, say you share a post on Facebook with tips that are relevant to your audience, and the post collects a lot of views, likes, comments, and shares. If the post is relevant enough to relate to a certain search query, it has a chance of being indexed by search engines. That means your content will pop up when people search for a certain word or phrase — and that's the best thing possible to happen to your business.

When the content you share is high-quality and relevant, it's likely that more people will interact with it — leading to even more social signals overall. Strong content can also help establish your website authority. If your website is full of top-notch content and high-quality backlinks, it'll rank better. And when you share your blog posts or other web content on social media, that can increase your backlinks and social signals even more.
How To Create A Content Plan + Video Guide
Post daily
To get the maximum number of social signals possible, post on social media every day. This will keep your brand at the top of your customers' minds in addition to showing Google that your company is active and thriving.

When it comes to social signals for SEO, it's also essential to post at the right times of day. The "best" time of day to post on social media is going to look different for every brand. To get a general idea, though, take a look at these best posting times compiled by Later:

  • Monday: 6 am, 10 am, and 10 pm EST
  • Tuesday: 2 am, 4 am, and 9 am EST
  • Wednesday: 7 am, 8 am and 11 pm EST
  • Thursday: 9 am, 12 pm, and 7 pm EST
  • Friday: 5 am, 1 pm, and 3 pm EST
  • Saturday: 11 am, 7 pm, and 8 pm EST
  • Sunday: 7am, 8am, and 4pm EST

To get a more specific idea of when to post, consider your company's industry; audience demographic; and when your audience is most active (take a look at your Instagram Insights to figure that out).
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Create campaigns and contests
Creating a social media campaign can help you generate more social signals. Plan out your campaign including your overall goal and what platforms you'll focus on. Then create all of the graphics and posts you'll need, and use a calendar tool such as Later to schedule them out. During your campaign, monitor audience feedback and interact with your followers; adjust your strategy if needed based on the feedback you're getting.

Contests and giveaways are both fabulous methods of generating more interest and buzz around your brand. For example, online craft and stationery website BG Ltd recently opened up a giveaway with a big bundle of products. To enter the contest, BG's followers had to like the post, tag four friends, and had the option to repost the story. In just a few days, the post had gathered 1,600 likes and 1,250 comments — so that contest was a great way for BG to increase its social signals for SEO.
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Influencer marketing can be helpful, too, especially on Twitter. Google doesn't only take into account your overall number of tweets and retweets — it also considers the popularity level or account size of the people tweeting. So big accounts tweeting about your brand can help when it comes to social signals and SEO.
Be active on all platforms
Cultivate a presence on all social media platforms as you work on improving your social signals for SEO. If you don't already have an account on the following platforms, create one:

  • Instagram
  • Twitter
  • Facebook
  • LinkedIn
  • Pinterest
  • YouTube

The more social media platforms you utilize, the more social signals you'll get — and the better your SEO will be.
Social signals for SEO are still important in 2020. These signals are an important way to raise awareness about your brand, and they have a direct impact on where your website ranks in search engine results. Make an effort to generate more social signals around your brand, and your SEO will improve, too.

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