Why Social Media Builds Your Brand SEO – Here’s Why #205

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Can the way people talk about your brand online actually affect the things Google will rank you for?

In this episode of the award-winning Here’s Why digital marketing video series, Mark Traphagen explains how Google might use mentions of your brand in social media to discover more of what your brand is about.



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Transcript

Eric: Mark, there’s little doubt that social media is a great way to increase awareness for your brand, but can that have an effect on your SEO?

Mark: It’s tough to say for sure, but there’s some good hints it might.

You did an onstage keynote with Gary Illyes of Google at Pubcon. I remember he said two ways that brand mentions might be used by Google.  

One of those was it could alert Google that the brand is an entity worth paying attention to. But it could also help Google know what you should rank for; maybe things that you’re not currently ranking for. If a lot of people are talking about you for that thing, maybe that’s something Google should be looking for.

Eric: Did you just say that mentions of your brand on social media can help you rank higher?

Mark: No, I didn’t say that. And the distinction is subtle but important. Let’s get the exact quote here from Gary Illyes.

The context in which you engage online and how people talk about you online, actually can impact what you rank for.

What you rank for.” Notice that’s the word, not how high you rank. So Google may use the context of online mentions to discover things you should have a shot at ranking for that you currently don’t, as I said.

Eric: So, what can you do then as a brand to take advantage of this?

Mark: First, I would build a real audience of true brand fans. You want to cultivate the people who are going to talk about you in the ways that you want them to, the positive ways that will give Google those clues.

Then fan the flames of that audience. Create conversations. Keep them going. And then create and promote content that comprehensively covers what your brand is about. Give Google every possible clue who you are, what you should rank for.

Eric: Thanks, Mark. This is part two of a three-part series on social media and SEO. Watch for the other two episodes to learn more.

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