{"id":2164,"date":"2023-04-21T04:58:34","date_gmt":"2023-04-21T04:58:34","guid":{"rendered":"https:\/\/ewebtoolz.com\/blog\/why-social-signals-matter-for-seo-its-not-a-ranking-factor\/"},"modified":"2023-04-21T04:58:34","modified_gmt":"2023-04-21T04:58:34","slug":"why-social-signals-matter-for-seo-its-not-a-ranking-factor","status":"publish","type":"post","link":"https:\/\/ewebtoolz.com\/blog\/why-social-signals-matter-for-seo-its-not-a-ranking-factor\/","title":{"rendered":"Why Social Signals Matter for SEO (It&#8217;s Not a Ranking Factor)"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div id=\"\">\n<p>Social signals are all the engagement metrics (e.g., the number of likes, shares, or comments) your content gets on social media. They generally reflect how visible and engaging your content on social media is, making them a good indicator of your content distribution success.<\/p>\n<p>If you\u2019ve been in SEO for a while or you\u2019ve already done some research, you\u2019ve probably come across claims that social signals are an SEO ranking factor. That\u2019s not true, at least according to multiple statements from Google\u2019s spokespeople.<\/p>\n<p>But even though Google doesn\u2019t take social signals into account in its ranking algorithms, it still makes sense to keep improving them. In fact, many businesses can significantly improve their SEO by putting more effort into their social media content distribution.<\/p>\n<p>Want to make more sense of it and learn how you can improve your social signals to help your SEO? Keep on reading.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewbox=\"0 0 14 14\" style=\"\"><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\"\/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style=\"\"\/><\/g><\/svg><\/a><\/p>\n<p><h2 class=\"wp-block-heading\">Social signals aren\u2019t an SEO ranking factor<\/h2>\n<\/p>\n<\/div>\n<p>We should first discuss the reasons why social signals aren\u2019t a ranking factor. Of course, the most straightforward ones are claims like this one from John Mueller, Google\u2019s search advocate:<\/p>\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"\/>\n<p>Even though it\u2019s quite an old video already, it\u2019s the most straight-to-the-point statement regarding social signals and SEO I could find from Google\u2019s spokespeople. There have been many other claims implying the same since\u00a0then.<\/p>\n<p>Now, here\u2019s my take on why social signals don\u2019t make sense as a ranking factor.<\/p>\n<p>First of all, social media is full of spam and fake accounts. You can buy unlimited followers, likes, etc., for pennies. How should Google identify social signals from real accounts when social media platforms themselves struggle with filtering and banning all this\u00a0spam?<\/p>\n<p>Then there\u2019s the role of social media algorithms. A lot of great content gets buried with no to low visibility, while a lot of bad content gets traction. If you manage a huge account or amplify your social media posts, you get an advantage that has nothing to do with the content itself.<\/p>\n<p>That said, the posts that tend to get popular on social media aren\u2019t usually really made to rank in search, and vice versa. Can you imagine \u201cboring, but necessary\u201d articles like this getting tons of likes, shares, and comments?<\/p>\n<figure class=\"wp-block-image size-full\"><noscript><img decoding=\"async\" width=\"1999\" height=\"1551\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image8-10.jpg\" alt=\"IMC article as an example of &quot;boring, but necessary&quot; content\" class=\"wp-image-157802\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image8-10.jpg 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image8-10-548x425.jpg 548w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image8-10-768x596.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image8-10-1536x1192.jpg 1536w\" sizes=\"(max-width: 1999px) 100vw, 1999px\"\/><\/noscript><img decoding=\"async\" width=\"1999\" height=\"1551\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image8-10.jpg\" alt=\"IMC article as an example of &quot;boring, but necessary&quot; content\" class=\"lazyload wp-image-157802\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image8-10.jpg 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image8-10-548x425.jpg 548w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image8-10-768x596.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image8-10-1536x1192.jpg 1536w\" data-sizes=\"(max-width: 1999px) 100vw, 1999px\"\/><\/figure>\n<p>Me neither. I can\u2019t think of sharing this in a way that will stop many people from scrolling their feeds and engaging with the post. If I feel like that as the author, others must be even more disincentivized from sharing that.<\/p>\n<p>But it targets keywords with solid search demand and ranks for them. It delivers what people looking that up want to learn\u00a0about.<\/p>\n<p>On the other hand, one of my most popular tweets was things many people don\u2019t know about bounce rate; I also linked to the article at the end of the thread:<\/p>\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\">\n<div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Bounce Rate <\/p>\n<p>One of the most misunderstood Google Analytics metrics.<\/p>\n<p>9 things you might not have known.<\/p>\n<p>\ud83e\udd98<\/p>\n<p>\/\/THREAD\/\/<\/p>\n<p>\u2014 Michal Pec\u00e1nek (@michalpecanek) <a href=\"https:\/\/twitter.com\/michalpecanek\/status\/1334065819354075140?ref_src=twsrc%5Etfw\">December 2,\u00a02020<\/a><\/p><\/blockquote><\/div>\n<\/figure>\n<p>The first tweet from the thread above got some great social signals, but even the last one containing the link to the post itself wasn\u2019t too\u00a0bad:<\/p>\n<figure class=\"wp-block-image size-full\"><noscript><img decoding=\"async\" width=\"1260\" height=\"964\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image11-6.png\" alt=\"Analytics of the last tweet in a thread&#10;\" class=\"wp-image-157804\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image11-6.png 1260w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image11-6-555x425.png 555w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image11-6-768x588.png 768w\" sizes=\"(max-width: 1260px) 100vw, 1260px\"\/><\/noscript><img decoding=\"async\" width=\"1260\" height=\"964\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image11-6.png\" alt=\"Analytics of the last tweet in a thread&#10;\" class=\"lazyload wp-image-157804\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image11-6.png 1260w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image11-6-555x425.png 555w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image11-6-768x588.png 768w\" data-sizes=\"(max-width: 1260px) 100vw, 1260px\"\/><\/figure>\n<p>But the article never ranked well in Google:<\/p>\n<figure class=\"wp-block-image size-full\"><noscript><img decoding=\"async\" width=\"1999\" height=\"839\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image4-10.png\" alt=\"Keywords' rankings of an article targeting &quot;bounce rate&quot; keywords\" class=\"wp-image-157805\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image4-10.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image4-10-680x285.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image4-10-768x322.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image4-10-1536x645.png 1536w\" sizes=\"(max-width: 1999px) 100vw, 1999px\"\/><\/noscript><img decoding=\"async\" width=\"1999\" height=\"839\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image4-10.png\" alt=\"Keywords' rankings of an article targeting &quot;bounce rate&quot; keywords\" class=\"lazyload wp-image-157805\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image4-10.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image4-10-680x285.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image4-10-768x322.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image4-10-1536x645.png 1536w\" data-sizes=\"(max-width: 1999px) 100vw, 1999px\"\/><figcaption class=\"wp-element-caption\">Screenshot taken from the <strong>Organic keywords<\/strong> report in Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a>.<\/figcaption><\/figure>\n<p>Keep in mind that even if I found many other examples like this, it wouldn\u2019t prove any causality because we\u2019re looking at just one variable. There are hundreds, if not thousands, of variables involved in both search engine and social media ranking algorithms.<\/p>\n<p>The point is there isn\u2019t a big overlap in factors that make content popular on social media and in search engines, so it won\u2019t even make sense to consider aligning their rankings.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewbox=\"0 0 14 14\" style=\"\"><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\"\/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style=\"\"\/><\/g><\/svg><\/a><\/p>\n<p><h2 class=\"wp-block-heading\">How can strong social signals improve your SEO anyway<\/h2>\n<\/p>\n<\/div>\n<p>Content distribution is the Achilles\u2019 heel of many marketing teams. They spend a lot of time on creating great content, but there\u2019s often not much they do after publishing it.<\/p>\n<p>Social media (both organic and paid) is an important channel to use in your content distribution mix. Here\u2019s why improving your social signals can improve your SEO\u00a0too.<\/p>\n<h3 class=\"wp-block-heading\">Social media is a part of your SEO and content marketing flywheels<\/h3>\n<p><a href=\"https:\/\/twitter.com\/randfish\">Rand Fishkin<\/a> popularized the term \u201c<a href=\"https:\/\/sparktoro.com\/blog\/why-marketing-flywheels-work\/\">marketing flywheel<\/a>\u201d as a set of continuous and repeatable marketing efforts that reinforce each other, making more impact with less effort after each iteration.<\/p>\n<p>Here\u2019s Rand\u2019s SEO and content flywheel diagram to make things crystal clear:<\/p>\n<figure class=\"wp-block-image size-full\"><noscript><img decoding=\"async\" width=\"928\" height=\"774\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image1-9.png\" alt=\"Content and SEO flywheel&#10;\" class=\"wp-image-157807\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image1-9.png 928w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image1-9-510x425.png 510w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image1-9-768x641.png 768w\" sizes=\"(max-width: 928px) 100vw, 928px\"\/><\/noscript><img decoding=\"async\" width=\"928\" height=\"774\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image1-9.png\" alt=\"Content and SEO flywheel&#10;\" class=\"lazyload wp-image-157807\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image1-9.png 928w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image1-9-510x425.png 510w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image1-9-768x641.png 768w\" data-sizes=\"(max-width: 928px) 100vw, 928px\"\/><\/figure>\n<p>This can also be perceived as a <a href=\"https:\/\/en.wikipedia.org\/wiki\/Snowball_effect\">snowball effect<\/a> in the context of marketing tactics.<\/p>\n<p>You can see that content distribution occupies the whole left side of the diagram. Social media is a crucial part of that, and strong social signals reflect the success on this\u00a0front.<\/p>\n<p>Simply, if you take out the focus on social media from the flywheel, you\u2019ll experience much more friction.<\/p>\n<h3 class=\"wp-block-heading\">An indicator of becoming an authority in your\u00a0niche<\/h3>\n<p>One of the parts of the flywheel model is this: \u201cGrow your authority to rank better in search engines.\u201d<\/p>\n<p>While this is a simplified view and being an authority can be just one of many variables involved to rank well, it\u2019s certainly an aspect that\u2019s been growing in importance in recent years.<\/p>\n<p>Authoritativeness represents one of the acronyms in <a href=\"https:\/\/ahrefs.com\/blog\/eeat-seo\/\">Google\u2019s concept of E-E-A-T<\/a> that\u2019s used to evaluate and tweak Google\u2019s search ranking systems. The other letters stand for expertise, experience, and trustworthiness.<\/p>\n<p><a href=\"https:\/\/guidelines.raterhub.com\/searchqualityevaluatorguidelines.pdf\">Google\u2019s Search Quality Evaluator Guidelines<\/a> mention social media multiple times. It makes sense that it\u2019s something Google needs to pay attention to in terms of assessing people\u2019s and brands\u2019 E-E-A-T.<\/p>\n<p>Here\u2019s a good take on this from one of the most respected experts in this field, Marie Haynes:<\/p>\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\">\n<div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">I believe that social signals can speak to your E-A-T (Expertise, Authoritativeness and Trust). <\/p>\n<p>If people all over the web are talking about your brand (in a good way), then Google may consider you an authority and want to rank you higher. <a href=\"https:\/\/t.co\/gzbUtSbCER\">https:\/\/t.co\/gzbUtSbCER<\/a><\/p>\n<p>\u2014 Dr. Marie Haynes\ud83c\udf31 (@Marie_Haynes) <a href=\"https:\/\/twitter.com\/Marie_Haynes\/status\/1007620839704006656?ref_src=twsrc%5Etfw\">June 15,\u00a02018<\/a><\/p><\/blockquote><\/div>\n<\/figure>\n<p>Now think about the accounts you follow on social media to learn about things. They likely signal many, if not all, the E-E-A-T components. That\u2019s what you should aim to achieve with your brand on social media (and elsewhere) too.<\/p>\n<p>You\u2019d get the advantage of compounding your social signals and being often referred to as a go-to resource. We can shamelessly claim to be such an authority in the SEO industry. That effect translates into automatically getting links to all of our new pieces of content, for example:<\/p>\n<figure class=\"wp-block-image size-full\"><noscript><img decoding=\"async\" width=\"1999\" height=\"1288\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image6-9.png\" alt=\"Automatically getting links upon publishing&#10;\" class=\"wp-image-157809\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image6-9.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image6-9-660x425.png 660w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image6-9-768x495.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image6-9-1536x990.png 1536w\" sizes=\"(max-width: 1999px) 100vw, 1999px\"\/><\/noscript><img decoding=\"async\" width=\"1999\" height=\"1288\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image6-9.png\" alt=\"Automatically getting links upon publishing&#10;\" class=\"lazyload wp-image-157809\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image6-9.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image6-9-660x425.png 660w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image6-9-768x495.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image6-9-1536x990.png 1536w\" data-sizes=\"(max-width: 1999px) 100vw, 1999px\"\/><figcaption class=\"wp-element-caption\">Screenshot taken from the <strong>Backlinks<\/strong> report in Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a>.<\/figcaption><\/figure>\n<p>This particular example got most of the initial traffic thanks to the author, Patrick Stox, sharing that on his Twitter:<\/p>\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\">\n<div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">I looked at dozens of examples of sites going viral, award winners, case studies, etc.<\/p>\n<p>I thought for sure all those links from major news sites would help the sites rank better for other terms.<\/p>\n<p>Spoiler alert: I was\u00a0wrong.<a href=\"https:\/\/t.co\/sWoQs7h5v2\">https:\/\/t.co\/sWoQs7h5v2<\/a><\/p>\n<p>\u2014 Patrick Stox (@patrickstox) <a href=\"https:\/\/twitter.com\/patrickstox\/status\/1642912584893362177?ref_src=twsrc%5Etfw\">April 3,\u00a02023<\/a><\/p><\/blockquote><\/div>\n<\/figure>\n<p>Patrick himself is one of the biggest SEO authorities, and the fact that he shared a hot take that sparked discussions certainly helped too. But we\u2019re seeing similar effects on initial backlink acquisition across the\u00a0board.<\/p>\n<p>Of course, sometimes the links are mostly worthless, as most of them come from content aggregators and spam websites. But we can often see it being showcased in industry news, as shown above with one of our recent pieces.<\/p>\n<h3 class=\"wp-block-heading\">Strong correlation with Discover traffic<\/h3>\n<p>Google Discover is an automatically generated and highly personalized mobile feed based on your online activity. It shows information and news about the topics that interest you, like SEO, photography, or traveling.<\/p>\n<figure class=\"wp-block-image size-full is-resized\"><noscript><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image13-2.jpg\" alt=\"Google Discover feed example&#10;\" class=\"wp-image-157811\" width=\"554\" height=\"1199\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image13-2.jpg 924w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image13-2-196x425.jpg 196w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image13-2-768x1662.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image13-2-710x1536.jpg 710w\" sizes=\"(max-width: 554px) 100vw, 554px\"\/><\/noscript><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image13-2.jpg\" alt=\"Google Discover feed example&#10;\" class=\"lazyload wp-image-157811\" width=\"554\" height=\"1199\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image13-2.jpg 924w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image13-2-196x425.jpg 196w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image13-2-768x1662.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image13-2-710x1536.jpg 710w\" data-sizes=\"(max-width: 554px) 100vw, 554px\"\/><\/figure>\n<p>I know many people who don\u2019t know this feed exists on their mobile devices, but I also know businesses that drive the majority of their organic traffic through this feed (like news and content-heavy websites).<\/p>\n<p>Even a B2B SaaS blog like ours can get a solid chunk of traffic from\u00a0it:<\/p>\n<figure class=\"wp-block-image size-full\"><noscript><img decoding=\"async\" width=\"1999\" height=\"1112\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image12-7.png\" alt=\"Google Discover performance of a B2B SaaS blog&#10;\" class=\"wp-image-157813\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image12-7.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image12-7-680x378.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image12-7-768x427.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image12-7-1536x854.png 1536w\" sizes=\"(max-width: 1999px) 100vw, 1999px\"\/><\/noscript><img decoding=\"async\" width=\"1999\" height=\"1112\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image12-7.png\" alt=\"Google Discover performance of a B2B SaaS blog&#10;\" class=\"lazyload wp-image-157813\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image12-7.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image12-7-680x378.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image12-7-768x427.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image12-7-1536x854.png 1536w\" data-sizes=\"(max-width: 1999px) 100vw, 1999px\"\/><\/figure>\n<p>Discover is largely a black box that\u2019s difficult to optimize for. But one of the variables with a strong correlation to Discover performance is the buzz generated with your content distribution.<\/p>\n<p>Google seems to push pieces of content that get popular on social media to the top of its Discover feed too. Strong social signals can very well translate into nice Discover performance.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewbox=\"0 0 14 14\" style=\"\"><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\"\/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style=\"\"\/><\/g><\/svg><\/a><\/p>\n<p><h2 class=\"wp-block-heading\">Five key tips to integrate your SEO and social media efforts<\/h2>\n<\/p>\n<\/div>\n<p>It should now be clear that you need a strong SEO and social media game if you want the best performance from your content marketing.<\/p>\n<p>This chart shows how you ideally begin driving traffic with your content distribution efforts that later translate into more passive, organic traffic:<\/p>\n<figure class=\"wp-block-image size-full\"><noscript><img decoding=\"async\" width=\"1600\" height=\"791\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image15-7.png\" alt=\"Traffic from content distribution translating into more passive, organic traffic from search engines&#10;\" class=\"wp-image-157814\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image15-7.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image15-7-680x336.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image15-7-768x380.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image15-7-1536x759.png 1536w\" sizes=\"(max-width: 1600px) 100vw, 1600px\"\/><\/noscript><img decoding=\"async\" width=\"1600\" height=\"791\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image15-7.png\" alt=\"Traffic from content distribution translating into more passive, organic traffic from search engines&#10;\" class=\"lazyload wp-image-157814\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image15-7.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image15-7-680x336.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image15-7-768x380.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image15-7-1536x759.png 1536w\" data-sizes=\"(max-width: 1600px) 100vw, 1600px\"\/><\/figure>\n<p>We\u2019ve got a whole <a href=\"https:\/\/ahrefs.com\/blog\/content-distribution\/\">guide on content distribution<\/a>, and there are countless good resources on learning social media marketing. For this reason, we\u2019ll only go through the most relevant tips that matter in integrating your social media and SEO efforts.<\/p>\n<h3 class=\"wp-block-heading\">1. Interlink and reconcile your website with social media profiles<\/h3>\n<p>We\u2019ve already got the premise that building your brand and authority on social media could also benefit your SEO. Google is able to <a href=\"https:\/\/www.searchenginejournal.com\/how-google-knows-which-content-belongs-to-the-same-author\/404005\/\">reconcile author and brand signals<\/a> from multiple sources, including social media.<\/p>\n<p>To make the work easier for Google, there are two basic things you should do.<\/p>\n<p>The first one is interlinking your website with your social media profiles. Your website likely already contains links to your social profiles, and your social profiles likely link to your website. But there\u2019s a way to reinforce this connection in the eyes of Google\u2014sameAs schema markup.<\/p>\n<p>Schema markup is a code that helps search engines to understand your content and better represent it in the search results. There are countless ways to mark up your content. But one of the basic markups to get right is on a page that describes your company, usually your homepage or About\u00a0page.<\/p>\n<p>Here\u2019s an excerpt of what it looks like on <a href=\"https:\/\/ahrefs.com\/about\">Ahrefs\u2019 About page<\/a>:<\/p>\n<figure class=\"wp-block-image size-full\"><noscript><img decoding=\"async\" width=\"1999\" height=\"1371\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image14-8.png\" alt=\"sameAs schema example&#10;\" class=\"wp-image-157816\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image14-8.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image14-8-620x425.png 620w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image14-8-768x527.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image14-8-1536x1053.png 1536w\" sizes=\"(max-width: 1999px) 100vw, 1999px\"\/><\/noscript><img decoding=\"async\" width=\"1999\" height=\"1371\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image14-8.png\" alt=\"sameAs schema example&#10;\" class=\"lazyload wp-image-157816\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image14-8.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image14-8-620x425.png 620w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image14-8-768x527.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image14-8-1536x1053.png 1536w\" data-sizes=\"(max-width: 1999px) 100vw, 1999px\"\/><\/figure>\n<p>The highlighted part is the sameAs property that points to other important Ahrefs company pages, including social media profiles.<\/p>\n<p>This is one of the most basic schema properties. The great news is that any solid, modern CMS makes it easy to add this to your pages. But schema, in general, is a more complex topic, so I suggest you check out my <a href=\"https:\/\/ahrefs.com\/blog\/schema-markup\/\">schema guide for beginners<\/a> before you start marking up your\u00a0pages.<\/p>\n<p>The second important aspect is to reconcile your company and product information on these important pages. The way you describe your company and products on your website should match the descriptions elsewhere too. This is important for building your entity in <a href=\"https:\/\/ahrefs.com\/blog\/google-knowledge-graph\/\">Google\u2019s Knowledge Graph<\/a>, a topic that\u2019s very relevant but also too complex to delve into\u00a0here.<\/p>\n<p>In reality, it\u2019s nothing more than mostly copy-pasting your About page to fit your other company pages, like Ahrefs\u2019 LinkedIn page:<\/p>\n<figure class=\"wp-block-image size-full\"><noscript><img decoding=\"async\" width=\"1447\" height=\"1999\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image9-7.png\" alt=\"Ahrefs LinkedIn profile overview page&#10;\" class=\"wp-image-157818\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image9-7.png 1447w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image9-7-308x425.png 308w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image9-7-768x1061.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image9-7-1112x1536.png 1112w\" sizes=\"(max-width: 1447px) 100vw, 1447px\"\/><\/noscript><img decoding=\"async\" width=\"1447\" height=\"1999\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image9-7.png\" alt=\"Ahrefs LinkedIn profile overview page&#10;\" class=\"lazyload wp-image-157818\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image9-7.png 1447w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image9-7-308x425.png 308w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image9-7-768x1061.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image9-7-1112x1536.png 1112w\" data-sizes=\"(max-width: 1447px) 100vw, 1447px\"\/><\/figure>\n<p>Lastly, this can lead to another SEO benefit: owning more search results on branded SERPs:<\/p>\n<figure class=\"wp-block-image size-full\"><noscript><img decoding=\"async\" width=\"1742\" height=\"1999\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image10-12.png\" alt=\"Social media profiles on SERPs&#10;\" class=\"wp-image-157820\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image10-12.png 1742w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image10-12-370x425.png 370w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image10-12-768x881.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image10-12-1339x1536.png 1339w\" sizes=\"(max-width: 1742px) 100vw, 1742px\"\/><\/noscript><img decoding=\"async\" width=\"1742\" height=\"1999\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image10-12.png\" alt=\"Social media profiles on SERPs&#10;\" class=\"lazyload wp-image-157820\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image10-12.png 1742w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image10-12-370x425.png 370w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image10-12-768x881.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image10-12-1339x1536.png 1339w\" data-sizes=\"(max-width: 1742px) 100vw, 1742px\"\/><\/figure>\n<h3 class=\"wp-block-heading\">2. Add link bait content to your content plan<\/h3>\n<p>Link bait is any content that\u2019s primarily designed to attract backlinks. And guess what? Such content is also the best for generating buzz on social media and elsewhere.<\/p>\n<p>That\u2019s because if someone finds something so interesting or valuable to link to, we can also assume they\u2019ll be keen to engage with that on social media.<\/p>\n<p>If we take a look at our most linked-to pages on our\u00a0blog\u2026<\/p>\n<figure class=\"wp-block-image size-full\"><noscript><img decoding=\"async\" width=\"1999\" height=\"1331\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image16-7.png\" alt=\"Best by links report&#10;\" class=\"wp-image-157822\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image16-7.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image16-7-638x425.png 638w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image16-7-768x511.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image16-7-1536x1023.png 1536w\" sizes=\"(max-width: 1999px) 100vw, 1999px\"\/><\/noscript><img decoding=\"async\" width=\"1999\" height=\"1331\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image16-7.png\" alt=\"Best by links report&#10;\" class=\"lazyload wp-image-157822\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image16-7.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image16-7-638x425.png 638w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image16-7-768x511.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image16-7-1536x1023.png 1536w\" data-sizes=\"(max-width: 1999px) 100vw, 1999px\"\/><figcaption class=\"wp-element-caption\">Screenshot from the <strong>Best by links<\/strong> report in Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a>.<\/figcaption><\/figure>\n<p>\u2026 we\u2019ll find out that 8 out of 10 pages above are also among the most shared ones on social media:<\/p>\n<figure class=\"wp-block-image size-full\"><noscript><img decoding=\"async\" width=\"1999\" height=\"1138\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image3-12.png\" alt=\"Top content report&#10;\" class=\"wp-image-157825\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image3-12.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image3-12-680x387.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image3-12-768x437.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image3-12-1536x874.png 1536w\" sizes=\"(max-width: 1999px) 100vw, 1999px\"\/><\/noscript><img decoding=\"async\" width=\"1999\" height=\"1138\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image3-12.png\" alt=\"Top content report&#10;\" class=\"lazyload wp-image-157825\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image3-12.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image3-12-680x387.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image3-12-768x437.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image3-12-1536x874.png 1536w\" data-sizes=\"(max-width: 1999px) 100vw, 1999px\"\/><figcaption class=\"wp-element-caption\">Screenshot taken from the <strong>Top content<\/strong> report in Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a>.<\/figcaption><\/figure>\n<p>Needless to say that many of these pages also drive significant organic traffic. This is the type of content that\u2019s the most difficult to execute well from start to finish, but it\u2019s worth it on all fronts.<\/p>\n<p>Proper content distribution is key for this content to succeed. You need to go all in, especially for those pieces that don\u2019t target any keyword and are purely made for attracting links and creating buzz. That\u2019s the case of our <a href=\"https:\/\/ahrefs.com\/blog\/featured-snippets-study\/\">featured snippets study<\/a> from both screenshots above.<\/p>\n<h3 class=\"wp-block-heading\">3. Reach out to people whose content you refer\u00a0to<\/h3>\n<p>Creating great content is often not possible without referring to other authoritative and relevant sources. Adding the right links to your content is yet another E-E-A-T signal.<\/p>\n<p>But linking to other websites has even more benefits. It\u2019s an invitation to open up a conversation and get something from the other party in return\u2014like asking them to help you with content distribution.<\/p>\n<p>Take one of my recent articles about <a href=\"https:\/\/ahrefs.com\/blog\/international-link-building\/\">international link building<\/a>, for example. I wrote it in collaboration with four other SEO experts who were keen to distribute it to their own networks:<\/p>\n<figure class=\"wp-block-image size-full\"><noscript><img decoding=\"async\" width=\"1640\" height=\"1999\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image5-13.jpg\" alt=\"Ahrefs article contributors&#10;\" class=\"wp-image-157827\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image5-13.jpg 1640w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image5-13-349x425.jpg 349w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image5-13-768x936.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image5-13-1260x1536.jpg 1260w\" sizes=\"(max-width: 1640px) 100vw, 1640px\"\/><\/noscript><img decoding=\"async\" width=\"1640\" height=\"1999\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image5-13.jpg\" alt=\"Ahrefs article contributors&#10;\" class=\"lazyload wp-image-157827\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image5-13.jpg 1640w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image5-13-349x425.jpg 349w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image5-13-768x936.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image5-13-1260x1536.jpg 1260w\" data-sizes=\"(max-width: 1640px) 100vw, 1640px\"\/><\/figure>\n<p>Even though this is something you\u2019re not likely to do for many pieces of content, I used this article for a more evergreen case too. That\u2019s citing resources of others who don\u2019t know about it at the time of writing and publishing:<\/p>\n<figure class=\"wp-block-image size-full\"><noscript><img decoding=\"async\" width=\"1808\" height=\"1970\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image2-10.png\" alt=\"Survey by Authority Hackers that we link to&#10;\" class=\"wp-image-157828\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image2-10.png 1808w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image2-10-390x425.png 390w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image2-10-768x837.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image2-10-1410x1536.png 1410w\" sizes=\"(max-width: 1808px) 100vw, 1808px\"\/><\/noscript><img decoding=\"async\" width=\"1808\" height=\"1970\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image2-10.png\" alt=\"Survey by Authority Hackers that we link to&#10;\" class=\"lazyload wp-image-157828\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image2-10.png 1808w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image2-10-390x425.png 390w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image2-10-768x837.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image2-10-1410x1536.png 1410w\" data-sizes=\"(max-width: 1808px) 100vw, 1808px\"\/><\/figure>\n<p>I reached out to Mark, who authored the survey, and he was keen to share my article on the Authority Hacker feed:<\/p>\n<figure class=\"wp-block-image size-full is-resized\"><noscript><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image7-11.png\" alt=\"Authority Hackers sharing my article on Twitter&#10;\" class=\"wp-image-157830\" width=\"501\" height=\"1000\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image7-11.png 1001w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image7-11-213x425.png 213w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image7-11-768x1534.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image7-11-769x1536.png 769w\" sizes=\"(max-width: 501px) 100vw, 501px\"\/><\/noscript><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image7-11.png\" alt=\"Authority Hackers sharing my article on Twitter&#10;\" class=\"lazyload wp-image-157830\" width=\"501\" height=\"1000\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image7-11.png 1001w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image7-11-213x425.png 213w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image7-11-768x1534.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image7-11-769x1536.png 769w\" data-sizes=\"(max-width: 501px) 100vw, 501px\"\/><\/figure>\n<p>This is for everyone\u2019s benefit. I featured Mark\u2019s survey quite heavily so he can get some valuable referral traffic from the link <em>and<\/em> also ever-increasing <a href=\"https:\/\/ahrefs.com\/seo\/glossary\/link-equity\">link equity<\/a>, should my article keep on attracting backlinks.\u00a0<\/p>\n<p>You can also just tag the social accounts of the referred sources, but that won\u2019t likely convert as well as the direct outreach.<\/p>\n<p>This tactic is also often used for <a href=\"https:\/\/ahrefs.com\/blog\/link-building\/\">building links<\/a>, and it\u2019s known as ego baiting.<\/p>\n<h3 class=\"wp-block-heading\">4. Repurpose your content to other channels and mediums<\/h3>\n<p>Every communication medium you use to organically share your content\u2014like your blog, Twitter, LinkedIn, Instagram, or newsletter\u2014requires specific content types and formats.<\/p>\n<p>There are threads on Twitter, image carousels on LinkedIn, linking to your blog in a short video on Instagram, you name it. What works for getting good results on one medium doesn\u2019t necessarily work on another. It may not even be possible to format it that\u00a0way.<\/p>\n<p>That said, the most important thing here to make everyone\u2019s job easier is to use your existing content for what you use elsewhere. I\u2019ve already shown my thread about bounce rate, which was just excerpts from my article. Our social media manager, <a href=\"https:\/\/twitter.com\/RebLiew\">Rebecca Liew,<\/a> does this frequently for our official account too:<\/p>\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"\/>\n<p>This is among the best content formats that work well for us on Twitter. Reb <a href=\"https:\/\/ahrefs.com\/blog\/ahrefs-twitter-marketing-strategy\/\">wrote a post<\/a> diving deep into our Twitter approach if you want to learn\u00a0more.<\/p>\n<p>But our posts on LinkedIn, which is our second most important social medium after Twitter, naturally look different:<\/p>\n<p> <iframe frameborder=\"0\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;border:0;\" src=\"https:\/\/www.linkedin.com\/embed\/feed\/update\/urn:li:activity:7049399050273525760\"><\/iframe><\/p>\n<p>There are certainly still more similarities than differences, so the main two aspects they have in common are\u00a0that:<\/p>\n<ul>\n<li>They\u2019re repurposed from our blog and video content.<\/li>\n<li>They don\u2019t contain links in the main\u00a0post.<\/li>\n<\/ul>\n<p>I know, we\u2019ve been talking about social signals mostly related to social media posts that contain links to your content. But native content generally performs better than posts containing a link to your website. It makes sense, as social media platforms earn more money by keeping their users with them for longer.<\/p>\n<p>That said, you\u2019re still growing your brand and E-E-A-T even if you don\u2019t link out. We still add links to our social posts, but it\u2019s not the main type of content we post on social media.<\/p>\n<p>So the tl;dr key to success here is to take advantage of what you already have and use it in different ways across multiple platforms in various formats. Some of it will eventually stick, and you\u2019ll learn a lot along the\u00a0way.\u00a0<\/p>\n<h3 class=\"wp-block-heading\">5. Let the experts handle social media (and nurture good relationships with\u00a0them)<\/h3>\n<p>Last but not least, it\u2019s important to bring up that I\u2019m not a social media specialist and that most other SEOs (or marketers in general) aren\u2019t either.<\/p>\n<p>I\u2019ve done a bunch of successful organic and paid social media campaigns, but my knowledge pales in comparison with social media specialists. I even feel like I\u2019m bad at social media sometimes.<\/p>\n<p>It certainly doesn\u2019t help that many companies are looking for unicorns who are experts on multiple channels. But I have yet to meet someone who\u2019s an expert in three or more marketing channels. They can\u2019t have it\u00a0all.<\/p>\n<p>My suggestion is that if you don\u2019t already have a social media specialist on your team, you should at least consider hiring a consultant to help you get things going in the right direction.<\/p>\n<p>But if you already have this covered or you\u2019re outsourcing that to an agency, just make sure not to leave them out of the conversation. SEO is a multidisciplinary field, and you need the support of other channels and departments to make the most out of\u00a0it.<\/p>\n<p>After all, they can use your knowledge and data\u00a0too.<\/p>\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n<p>All right, I have one extra tip for wrapping things up. It\u2019s something most companies fail\u00a0at.<\/p>\n<p>Don\u2019t stop with your content distribution whenever you have a new piece of content out. Or in an even worse case, when it\u2019s the next day and you\u2019ve already sent out the one and only obligatory social media\u00a0post.<\/p>\n<p>It\u2019s completely fine and desirable to send out the same or similar stuff on social media over and over again within a reasonable time frame. The people who see it one time don\u2019t necessarily see it the other and, even if they do, they\u2019re unlikely to remember that.<\/p>\n<p>Got any questions? Ping me <a href=\"https:\/\/twitter.com\/michalpecanek\">on Twitter<\/a>.\u00a0<\/p>\n<\/p><\/div>\n<p><script async src=\"\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><br \/>\n<br \/><br \/>\n<br \/><a href=\"https:\/\/ahrefs.com\/blog\/social-signals\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Social signals are all the engagement metrics (e.g., the number of likes, shares, or comments) your content gets on social media. They generally reflect how visible and engaging your content on social media is, making them a good indicator of your content distribution success. If you\u2019ve been in SEO for a while or you\u2019ve already [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2165,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22],"tags":[],"class_list":["post-2164","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo"],"_links":{"self":[{"href":"https:\/\/ewebtoolz.com\/blog\/wp-json\/wp\/v2\/posts\/2164","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ewebtoolz.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ewebtoolz.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ewebtoolz.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ewebtoolz.com\/blog\/wp-json\/wp\/v2\/comments?post=2164"}],"version-history":[{"count":0,"href":"https:\/\/ewebtoolz.com\/blog\/wp-json\/wp\/v2\/posts\/2164\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ewebtoolz.com\/blog\/wp-json\/wp\/v2\/media\/2165"}],"wp:attachment":[{"href":"https:\/\/ewebtoolz.com\/blog\/wp-json\/wp\/v2\/media?parent=2164"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ewebtoolz.com\/blog\/wp-json\/wp\/v2\/categories?post=2164"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ewebtoolz.com\/blog\/wp-json\/wp\/v2\/tags?post=2164"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}