Search engine optimization was long considered the holy grail of online marketing. However, when it comes to information-based search queries, ChatGPT and Google's Gemini are gradually overtaking traditional organic search. Social media is becoming increasingly vital not only for user engagement but also for attracting new users. In this context, both disciplines are much more closely intertwined than you might think.
But social signals aren't ranking factors, are they?
Yes, you're absolutely right, if you're thinking: “Google has repeatedly said that social signals are not a ranking factor at all. So why should I keep reading?”
CAUTION!
Even though social signals don't directly influence organic ranking on Google, a strong presence on Instagram, YouTube, Facebook, LinkedIn, and others can still have a massive impact on your SEO. We’ll explain why.
Website traffic, user signals, and trust through social media.
Millions of people actively use social media every day. It’s no wonder that major brands are generating more and more customers through Instagram, TikTok, and other channels – or possibly becoming a brand in the first place through social media.
Although it appears that most traffic—for example on e-commerce websites—still comes through Google search, paid ads, and direct accesses, some points are often neglected in the discussion.
The reach on social media can be to such direct accesses to a website and to Brand Searches (so Search for the brand in connection with a general product or service) in the search engine.
It not only boosts the fundamental traffic numbers but also enhances brand authority (E-A-T / Expertise, Authoritativeness, Trustworthiness). And these are indeed all crucial ranking factors.
Regardless of SEO: Social Networks as a Sustainable Market
The market research firm Gartner predicts in its report “Predicts 2024: How GenAI Will Reshape Tech Marketing” that by 2026 the search volume on Google and similar platforms will drop by about 25%. The increased use of AI-based solutions is cited as the cause for this.
In combination with a high share of sponsored search results, Google Shopping listings, and an increasing focus on My Business Profile and other interactive options on the search results pages, organic rankings might at least somewhat lose their significance.
High user numbers on social networks.
Although social media user numbers are slightly declining (possibly because more communication and sharing occurs in private messenger groups on WhatsApp, Telegram, etc.), the figures remain relatively constant – and downright gigantic.
In Germany, according to the latest transparency reports from the platforms, around 88.1 million people YouTube and 58 million WhatsApp. Instagram recorded 45 million userswhile Facebook with 32.9 million continues to have a wide reach. TikTok comes up 22.8 million active usersfollowed by Snapchat with 19.2 million. Also Pinterest (15.3 million) and X, formerly Twitter (11.1 million) play a role in the social media market. LinkedIn is used by Used by 6.8 million peoplein particular for professional purposes. The information is based on the official transparency reports of the respective platforms. (Sources: X, Snapchat, Google, TikTok, Facebook, Meta, LinkedIn, Pinterest)
Tip from our own experience.
With our Webalanyse & Tracking Tool [without cookies], Trackboxx, you can easily find out where your website visitors are coming from – for example, how high the traffic is via social media, how many users come through organic Google search, and so on. It also allows you to analyze how users behave on your website and whether they perform the specific actions you desire (e.g., contacting you via a form, purchasing a product, or something else). By the way, for e-commerce websites, Trackboxx offers an individual dashboard with important data.
