Clara Walter

J’épaule les entreprises dans l’élaboration de leur stratégie de communication numérique.

Search engine optimizers often face this question. Experts concur that social networks do have an impact on search engine optimization, albeit an indirect one. Here we look at how to improve the benefits of social media on your SEO.

Social networks: an indirect influence on search engine optimization

The effects of Facebook, Instagram, Twitter, etc. on your website’s SEO is hard to gauge, largely due to Google’s constantly changing algorithm. Search engine optimization encapsulates all of the tools and practices employed to improve your website’s positioning in the search engines, especially Google. It’s the best way to widen your website’s audience. By inserting links in the messages you post on Facebook, Instagram and on other social media platforms, you can effectively promote your site and increase your traffic. You thus stand to diversify the sources of your audience, and eventually benefit from quality visits from your communities. You will also develop your notoriety. Moreover, when Internet users search for your restaurant on Google, they may immediately see your social networks among the search engine results. In fact, Google often places social networks at the top of the results pages. This is a definite advantage for improving your online presence. So why then are SEO specialists sceptical about the impact of social networks on search engine optimization? what-is-the-impact-of-social-networks-on-your-search-engine-optimization

Social networks seemingly do not have a indirect impact on SEO

When asked the question: “Do social networks have an impact on a website’s positioning in the search results?” Google affirms that there is no direct impact. It explains that the outgoing links on social networks are “nofollow”. Consequently, they are ignored by Google robots. Its algorithm also ignores “social signals” (likes, comments, shares, retweets, etc.). Instead, Google gives preference to the quality of your website’s content, not the noise level on your media. However, it is important to consider that messages posted on Google’s very own social network, Google+, are taken into account by the search engine for the benefit of your natural referencing. The same goes for shares and “+1s”. By now, you are no doubt wondering whether you should continue posting messages with links to your website on your restaurant’s social networks. The answer is a definite “yes”, but without forgetting to define a suitable method! what-is-the-impact-of-social-networks-on-your-search-engine-optimization

Which strategy should you adopt to leverage the indirect effects of social media on your SEO?

The bubbliest social media pages are the ones that rank best in the Google search results. Be sure to publish top-notch, attractive, diverse and up-to-the-minute content in order to garner comments, likes, shares, and other positive fallout. Use the social networks as a marketing lever to make your site more visible and increase your audience. Consequently, you should continue to share links to your website on your social networks. That way, you will boost your visibility and obtain quality traffic. You will also bypass Google’s negative effects. Remember, Google penalizes sites that are not sufficiently “fed” by lowering their natural referencing and, accordingly, their organic traffic. The key is to be less dependent on Google’s algorithm! We recommend developing your own social media strategy to increase your online presence, and to ensure that your networks have an indirect impact on your SEO!