Tuesday, February 5, 2013

The Relationship Between SEO and Social Media - Part 2

The Effects of Social Media on SEO - Personalized Search Results

Increased sharing of links on social media networks has had a tremendous effect on SEO and how search engines rank websites in their keyword and phrase results. Search engines, such as Google and Bing, have acknowledged the importance of social media and incorporate its impact into the search results.

Many people and companies do not understand how search engines personalize their search results. Individuals can search for anything on the web and find results tailored to them based on their location and other factors, such as the recommendations of their contacts across all social networks. If a user has a Google account, their search results are weighed with how their connections have engaged with the search topic. A Bing user who is signed into a Facebook account will see their results impacted by what their friends have previously liked or commented upon. Search results are affected this way because the various search engines understand how people trust and will follow the lead of their social network connections, many of whom are their closest friends and members of their family. This makes the results more personally relevant for users.

A brand’s click through rates can be profoundly affected by these personalized searches. The fact that Facebook now has over 800 million users and Google has crossed 100 million mark, means that having a multi-faceted social media presence and actively engaging the audience across all platforms, is crucial in driving a company’s website traffic and ultimately, its success.

In part 3 of this series, we will see how Google Analytics keep track of a brand’s social media presence and the resulting effects on SEO.

Written and produced in beautiful Naples, Florida by Visit today to get your free trial subscription to our Social Media Marketing Service.

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