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SEO and social networks: Knowing how to diversify and balance your traffic

by Rajiv Gupta January 27, 2019

What is the level of importance of social networks in your SEO? Can we boost its SEO through social networks?

SEO and social networks are certainly not good friends when it comes to directly improve its search engine positioning. However, they can be good allies to diversify your sources of traffic and help indirectly improve your SEO.

Here are the 5 sources of web traffic encountered:

  1. Organic (linked to queries entered on search engines)
  2. Direct (The direct entry of the URL when it is known)
  3. Referent (Links of your site shared by other sites)
  4. Social (Shared links via social networks)
  5. Others (Shared links in an email signature, newsletter etc.)

Each source of traffic mentioned above requires an action (a click on the link or the information of a URL) to be counted. The distribution of traffic is thus given as a percentage, ie 100% divided as shown in this fictitious example:

  • Organic: 63% (The majority of visitors clicked on a link to your site displayed in Google, following the entry of a request). This is where we talk about CTR (Clic Through Rate or Click Rate: How many people click on my link when it appears at the end of a request). Hence the interest of being part of the top 3 to maximize this CTR.
  • Referent: 14% (14 people out of 100 clicks on a link pointing to your site from another site)
  • Direct: 10% (10 out of 100 people enter your URL directly into the browser bar)
  • Social: 12% (12 out of 100 people arrive on your site after clicking on a shared link on social networks)
  • Other: 1% (1 out of 100 people will click on a link in your newsletter or in May signature …)

As a general rule, a website has mostly a fairly high organic traffic … at least it should make sure. Social traffic should be a small part of your traffic. In my opinion, 15% maximum is good, beyond you start to depend on social networks at the expense of preferable organic traffic.

Social networks an (in) direct impact on SEO

Before talking about SEO, you still have to take the time to know what it really means. SEO brings together all the tools and practices that will improve the SEO of a website.

SEO on search engines and especially on Google in the first place. There are two methods that oppose (or complement each other) in SEO: White Hat SEO and Black Hat SEO.

By targeting the first places on the search engines, this will, in particular, allow you to improve your SEO and thus gain traffic. It is therefore essential to be known by positioning its content closest to the top 3 Google results. This is the importance of SEO. So it’s about working on the organic first, even if social networks prove to be good launching boards.

The impact of social networks on SEO

Do social networks have a real impact on SEO?

Some will say yes while SEO experts know that it is not the case for the direct impact. It can be argued that social networks have an indirect impact on natural referencing. They help to improve it by allowing the redistribution and the balance of the sources of traffic. Social networks are used mainly to work on visibility and if by extension one gains traffic, it does not represent (or should not) a very large percentage on the global traffic.

Social networks will help develop the visibility of a website, its popularity while increasing its traffic.

Social networks will also increase the number of links to the website. The more your links are shared, the more they will potentially generate the click. We must consider that millions of people spend time on social networks. Nevertheless, searches are done on engines like Google.

How do social networks contribute to SEO in this case?

Firstly they do not contribute to SEO in a direct way, that is to say, that Google does not consider the volume of clicks on shared links via social networks. It will deliver this information via Google Analytics, but it will not give a better SEO of your content!

Where it is necessary to work well the digital strategy for its Internet site, it is at the level of the objectives and in particular of the visibility. Making yourself visible on social networks means being known to your future audience, which means that traffic can be delayed. From a person who does not know you, it can come overnight on your site by directly entering your URL (we pass in direct traffic)

If your new visitor has a blog, they can take back your link and share it in one of their articles. From there, if one of his readers clicks on your link from his site, you will gain referent traffic (one of the most important to develop).

In this case, we must consider social networks as levers of help to boost its SEO, but not to improve directly.

The positioning of its content is working at the level of its keywords, the semantics and the lexical field of its keywords. Then there are the tags H1 to H6, the meta-description and the Alt tags for the images. All this contributes to SEO as well as a set of other details that are also important.

Do not forget to note that the links to the website, the traffic of a website and the popularity of the site in question are essential to position yourself on Google. It is therefore important to develop its presence on social networks to improve its position on social networks.

Are social networks essential for SEO?

Even if social networks have an indirect impact on SEO SEO, they are still essential for your SEO and this for several reasons.

Below, find out which elements of social networks have an impact on SEO SEO.

Do not forget that it is the content and its optimization, which will bring a real result in terms of positioning and as such, it is essential to master the fundamentals of web writing and/or the fundamentals of SEO for it. reach.

  • Social network traffic for your SEO

First of all, you need to know that the number of shares on social networks is not directly taken into account for SEO on Google. In particular, the traffic generated by these shares and the time spent on your web pages will help improve your SEO.

The success that you will be able to meet thanks to the social networks will in particular return a very positive image to Google, which will rank you so much better among its results of research.

We can also note the interest of dissociating the different sources of traffic via Google Analytics. This lets you know exactly where your traffic is coming from and adjust it if needed. A click on an article shared via social networks will, in any case, result in a visit to your site.

If in parallel the SEO of your contents is well worked then you will gain on the 2 tables: organic and social. Say in this case that social networks will help improve positioning but they will not have a direct impact on SEO.

When targeting traffic and visibility goals for its website, both organic and social traffic are important. Enhanced social media presence and well-optimized sharing scenarios will make a significant contribution to making you visible and attracting visitors to your site.

At this stage, we can say without restraint that social traffic or social networks as a whole, will contribute significantly to improving your SEO. A visitor who has known you via social networks will be able to bookmark your site and/or come see it directly via Google later.

  • Social networks: search engines for content

Social networks should even sometimes be considered as search engines themselves. Why? Simply because it is quite possible to find relevant content on social networks by performing a search. The famous hashtags on Twitter are the perfect example because they serve to index the content in which they are used and it is the same for Instagram hashtags.

According to some studies conducted, it was found that Facebook had exceeded Google as a source of traffic (it remains to be demonstrated) although it remains the ultimate way to find content quickly and efficiently.

  • A natural referencing for your brand

Social networks are particularly useful for referencing the name of your brand. Indeed, it is thus possible to position itself and thus to be referenced according to its brand name. An axis to work to become known and to establish its reputation.

We can mention in this respect the case of General Electric, which has been able to impose its brand name through social networks appearing in Google’s search results.

  • The results of indexed social networks

An agreement has been signed between Twitter and Google to index tweets at the heart of Google’s search results. This has allowed to increase its SEO and its traffic through Google’s research and using social networks including Twitter.

A strong presence on Twitter could thus play in your favor but it seems that it is difficult to consider it if a certain authority does not exist at the base and if this lever is especially still active.

Some raised but specific SEO info

It is always interesting to discover new information or old advice still valid, to make more concrete account of the impact of social networks on SEO.

For this, some have noticed that through social networks, it is possible to indirectly increase its position in Google search results of 20% on average. The number to consider according to many parameters according to the authority of a website.

In 1 week, you could earn about 45 seats through social networks, so of course, you are far in the search results. It is not a question here of climbing from the 45th to the 1st place thanks to the only social networks.

It will still be necessary to regularly share content up to 3 different publications per week for this to be effective for your SEO, but again this information is to be taken with tweezers and to isolate according to the websites. This is called redistribution of traffic sources. Social traffic can tend to the direct, the referent and can highlight the organic traffic when a visitor will make the connection between the social networks and the results of the research.

All this is a work to gain visibility so that people remember you.

In conclusion

So can we really say that social networks have an impact on SEO SEO? Yes, it can be said, even if this referencing is indirect. No, if it is about direct impact on SEO. Thousands of shares, even if they generate traffic, will not improve the positions of your articles on Google. It is therefore essential to work on SEO from the organic point of view.

Know that the greatest SEO experts recommend using social networks, which is logical enough to increase its visibility and its traffic to a minimum … but they contribute to improving SEO without acting directly as the optimization of content.

It’s like a meta-description that indirectly improves your SEO, but has no impact on it. If optimized, it will encourage clicks to increase your clickthrough rate (CTR) and get you back into search results.

If there is one point that can not be raised enough is that SEO is an inexact science that adapts on a case by case basis.

What works for one will not work for another and vice versa. There are very (too) many parameters for all to consider. That’s why every piece of information on the subject needs to be tested and taken with tweezers.

We will not be wrong with the fundamentals of SEO but the more information becomes subtle, especially when they advance miraculous progress in SEO, plus they will be studied depending on the case.

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