Shaken & Stirred - Influential Brand Profiling and Positioning

How Social Content Is Redefining Search


Did you know the line between social media and search engines is getting fuzzier by the day? In just one year, from January 2022 to January 2023, the number of social media users around the world jumped from 4.62 billion to 4.72 billion. That’s a solid 3% growth, adding a whopping 137 million people! Clearly, social platforms are gaining more power than ever.

Let’s picture this: a small New York bakery whips up a colourful rainbow bagel, posts a snap on Instagram, and boom! In no time, they’re swamped with orders, and their bagel is the star of internet searches. That’s how social media is steering what we search for online.

Remember when we used to hit up search engines to find information and turned to social media just to catch up with friends? Not anymore! Nowadays, social content doesn’t just stay in its lane – it’s spilling over and making waves in the world of search. It’s shaping the algorithms, changing how we search, and deciding who gets noticed online.

So, for businesses looking to shine in this new digital world, it’s high time to catch the social media and SEO wave. Partnering with a digital marketing company can be your golden ticket to brand success. In this blog, we’re diving deep into how social content is giving search a makeover and what it means for the future of digital marketing. Pretty cool, right?

The Symbiotic Relationship: Social Media Meets SEO

Okay, now let us break down some fresh numbers: BrightEdge recently dropped a survey revealing that a solid 50% of website traffic is coming straight from organic search. Social media? It’s pulling in about 5%. But hold onto your hats because when companies get their SEO and social media to dance together in harmony, they’re seeing an organic reach on social platforms leap by up to 30%. Yep, these two are intertwining like never before.

In today’s digital playground, think of social media management and SEO strategy as the dynamic duo of online marketing. Imagine social media management as the charismatic friend, always crafting and curating the perfect posts to charm and expand its social circle on Facebook, Twitter, and Instagram. Meanwhile, SEO is the behind-the-scenes genius, meticulously working to make sure a website stands out in the crowded world of search engine results.

Now, here’s where the sparks really fly: enter ‘social media SEO.’ It’s like turning your social profiles into magnetic forces, drawing people in while also being SEO-smart, making you effortlessly discoverable online. It’s not just about tweeting or posting; it’s about strategically connecting social engagement with search visibility.

Understanding that these two powerhouses can work in sync? That’s your golden ticket to crafting a digital presence that’s both engaging and easily found. It’s not just synergy; it’s digital harmony.

History of Social Media & SEO

Let’s take a stroll down memory lane, all the way back to the dawn of the internet. Picture it: search engines were our trusty guides, leading us through the vast world of information. And then came along social media platforms, the lively neighbourhood block party where everyone could connect and share content. For the longest time, these two lived in different worlds. But as the internet grew up, these once-clear boundaries started to get all kinds of fuzzy.

Flashback to 2022, and Statista drops a bombshell: daily social media usage worldwide hits an average of 2 hours and 31 minutes. The Filipinos? They’re socialising online for a staggering 3 hours and 53 minutes, while the British are clocking in at 2 hours and 24 minutes.

Google’s Stance on Social Signals

Ever notice how Google always seems to be in the middle of all the SEO buzz? Early on, there were whispers—like from Google’s own Matt Cutts—that social signals (think likes, shares, and follows) might be mingling with organic search rankings. It was a plot twist in the digital story.

But later on, the narrative took a turn. Cutts threw us a curveball, clarifying that while our social media profiles might pop up in search results, those social signals aren’t directly pulling the strings behind Google’s search algorithm for ranking websites. A sentiment that Google Webmaster Trends analyst, Gary Illyes, kept echoing in the years that followed.

The Modern Perspective on Social Signals and Organic Rankings

So where does that leave us today? The general vibe among experts is that, while social signals aren’t directly steering the search rankings ship, they’re definitely on board. Websites that are social media rockstars tend to show up strongly in organic search results. Why? Well, it’s likely because a vibrant social presence boosts visibility, sparks engagement, and builds trust.

To wrap it up: Social media might not be the co-pilot in the cockpit of search rankings, but it’s definitely a valued passenger. It’s enhancing brand authority, spreading content far and wide, and engaging audiences in a way that gives SEO a big, indirect high-five. A fascinating twist, right?

The Influence of Social Media on SEO

Think of social media as the vibrant, chatty friend in the world of online visibility. It’s animated and everywhere, and while it might seem to live in a different universe from SEO, they’re actually closer than you think.

The Indirect Impact on Search Engine Rankings

Here’s an insider: Social media doesn’t march straight up to search engine algorithms and ask for a change. No, it’s more subtle than that. When a brand is rocking its social media game, it’s like setting off a chain reaction. The brand catches eyes, sparks conversations, and before you know it, more individuals are clicking through to the website. Search engines catch this buzz and might think, “Hey, this site is clearly onto something,” and give it a nod of approval in the rankings.

Imagine a post going viral – it’s like a pathway to a flurry of website visits, which search engines might see as a big, flashing sign saying, “This site is a big deal!”

Social Shares and SEO: An Intertwined Relationship

Picture this: a piece of content is getting passed around on social media like the hottest gossip in town. It’s getting shares left and right, becoming the talk of the virtual town.

Now, these social shares aren’t a direct line to SEO stardom. They aren’t whispering in the ear of search engines to bump up a site’s ranking. But what they do is turn up the volume of content, making it echo farther across the internet. This newfound stardom makes it more likely for other sites and blogs to link back to this scorching-hot content. And those backlinks? They’re like gold for SEO. They give search engines a signal, loud and clear, that this content isn’t just cool – it’s valuable, it’s relevant, and it deserves to stand tall in the rankings.

In this intricate ballet of the digital world, social media might not be taking centre stage with SEO. But it’s absolutely in the performance, moving in sync and making the whole show dazzle that much more. Isn’t it remarkable how connected it all is?

The Indirect Benefits of Social Media for SEO

Think of social media and SEO like a dynamic duo in the digital marketing scene. They might look like they’re in their own lanes, but guess what? They’re actually teaming up in cool ways to boost a brand’s local online spotlight. So, let’s unpack the behind-the-scenes bonuses that social media is quietly dishing out for SEO. Ready?

1. Content Amplification through Social Media

Imagine social media as your content megaphone. Share a blog post or a snazzy video, and boom; you’re talking to a whole lot more individuals than before, leading a parade right to your website.

Take Airbnb in 2016, for instance. Their “Live There” campaign wasn’t about the typical touristy stuff. It was real traveller stories from actual listings, shared far and wide on Instagram and Facebook. The result? A big jump in website traffic and bookings, all thanks to smart content sharing on social channels.

2. The Social Media Ripple Effect

Ever tossed a stone into a pond and watched the ripples spread? That’s what social media can do for content — one share might ripple out to thousands, even if they’re not your usual crowd, making your brand a hot topic online.

Remember the 2014 “Ice Bucket Challenge” for ALS awareness? One chilly bucket of water at a time, it spread like wildfire on social media. Celebs were doing it. Your neighbours were doing it. Facebook was buzzing, and it raised an impressive $115 million. Talk about the power of going viral!

3. Mentions and Web Presence

Being a social butterfly online makes it way more likely that users, influencers, or other businesses will give your brand a shoutout. This isn’t just great for getting your name out there — it can also score you some valuable internet gold: backlinks.

Take Glossier, the beauty brand. They’re not just posting pretty pictures on Instagram; they’re chatting with users and sparking all kinds of mentions and tags. Add influencers raving about their products into the mix, and you’ve got a recipe for major brand buzz. Plus, a bunch of quality backlinks boost their place on the web.

4. The Power of ‘About’ Pages and Bios

Think of your ‘About’ page or social media bio as your brand’s handshake; it’s how you introduce yourself to the world. It’s where your brand’s voice, vibe, and values all come together and say, “Hey, this is us!”

For example, check out Everlane, a clothing brand. They aren’t just selling clothes; they’re selling “Radical Transparency.” You’ll find this mantra on their ‘About’ page and social bios, sharing the real deal about ethical production and costs. It’s not just info—it’s a trust pact with shoppers who dig a more conscious lifestyle.

5. Influencing Google’s Perception

Here’s a surprise: Google is doing more than just number-crunching and algorithm magic. It’s also a bit of a social sleuth, peeping at your brand’s social media presence to get the full picture. So, if your social media profiles are polished and authentic, Google might just give you a little nod in those local search results.

A good example would be Gymshark, the fitness apparel brand. Online, they’re all about community and top-notch quality. Whether it’s teaming up with fitness influencers or cheering on customers’ progress on Instagram, they’re nailing that consistent, community-first vibe. And guess what? Google notices, and it’s helping their search standing.

6. Boosting Brand Presence

Keeping your social media buzzing is like being the friend who always shows up. Regular posts, popping stories, and timely chats aren’t just nice touches—they’re your way of staying on everyone’s radar, reminding them why they loved your brand in the first place.

For instance, Peloton they’re not just selling exercise equipment; they’re virtually sweating it out with their community through live workouts and real user stories on Instagram. It’s more than marketing; it’s making sure that when people think fitness, they think Peloton.

7. The Potential of Online Mentions

Positive mentions and glowing reviews on social media are like digital word-of-mouth. They’re not just a pat on the back; they’re credibility gold that can give your SEO a leg up. It’s like the internet saying, “These people are legit!”

For instance, take the luggage brand Away. They’ve got a pretty cool thing going with the hashtag #TravelAway on Instagram. It’s not just a tag; it’s a stage for happy travellers to share their stories and their love for Away’s products. And what happens when you search for luggage reviews? There’s Away, sitting pretty in those search results, basking in the SEO glow of those authentic shoutouts.

8. Social Landing Pages and Local SEO

Crafting social landing pages for campaigns or promos isn’t just tidy—it’s an SEO masterstroke. It’s like setting up a welcome mat that guides visitors right where they want to go.

Take a page from Nike’s playbook. Remember “Air Max Day”? Nike rolled out a social landing page that was a local SEO slam dunk. Shared across social platforms, it guided sneakerheads straight to event deets. And when people were hunting online for related promotions? Nike’s specialised page was the star player in search results.

9. Harnessing SEO Benefits of Social Links


Here’s a little secret: links shared on social media, especially from big-time profiles, are like sprinkling a little extra magic on your SEO efforts. They might not be direct VIP passes to the top of search results, but they usher in traffic, spark engagement, and can set the stage for backlinks that SEO dreams are made of.

Just look at Canva. They team up with influencers who are all about sharing Canva’s design magic on social media. And when those shares send curious clicks Canva’s way, guess who’s often taking centre stage when folks are googling for local design tools? Yep, it’s Canva.


While social media and SEO might seem like distant cousins in the digital family, they’re more like partners in crime. It’s a subtle connection, but when they team up, they can make your brand shine online like never before.

Navigating the digital landscape is like being a captain of two boats — social engagement and search visibility — that are floating on the same vast sea. While steering just one is powerful, imagine harnessing the forces of both. It’s double the firepower!

For example, picture this: a piece of content is an absolute star on social media — likes, shares, you name it. Now, give that same content a sprinkle of SEO magic, and suddenly it’s not just a social media celeb; it’s also a magnet for organic traffic.

On the flip side, consider a blog that’s an SEO dynamo, pulling in traffic left and right. Why let it only live on a blog? Repurpose that gem and share its wisdom on social platforms. Suddenly, that high-performing SEO content is shaking hands and making friends with an entirely new, broader audience.

It’s like a beautiful dance where each step complements the other, creating a performance that’s bound to captivate the crowd. This is the power of a united front. By blending social media charm with SEO smarts, brands are not just reaching out to their audience — they’re striking a chord, creating a melody that resonates.