Raise your hand if you’ve heard that posting to social networks generates awesome backlinks that boost your Google rankings.
(Yup, I see a bunch of raised hands out there.)
Some people LOVE this strategy! Like Oprah, they flit from social platform to social platform, screaming, “YOU get a link and YOU get a link and YOU get a link!”
Then, they sit back and wait for the rankings to roll in.
Sadly, they have a long wait.
Here’s the bad news…
Those links don’t “count” in Google. Not directly, at least.
Links from social networks are “no-followed” in Google. That means that they don’t pass the link juice that helps boost your site’s rankings.
The links are just links…with no SEO value.
If you’re thinking, “Well, great, I just wasted a whole bunch of marketing time,” — relax. I’m not saying “dump social,” because that would be dumb.
But, if you’ve been posting on social just to gain Google link juice, it’s time to think of things a bit differently.
Feeling confused? That makes perfect sense.
It’s easy to point to a big site and say, “They post a bunch on social. Their rankings are fabulous. So, if I do the same thing, my positions will be just as fabulous.”
If you ever took a statistics class (or had a father like mine that enjoyed snarky sayings,) you’ve heard the phrase “correlation is not causation.”
Just because two things are true doesn’t mean one caused the other.
“Instead, when social media appears to be causing a boost in ranking, this is what’s happening:
- Content that gets shared a lot gets seen a lot.
- Content that gets seen a lot is more likely to get linked to from other websites.
- Those additional backlinks are the cause of the better rankings.
- The improved rankings also lead to increased social media activity.”
So yes, posting to social platforms is a smart move. It’s a great way to showcase new content and to promote older content. One viral post can be shared thousands of times, driving tons of your traffic to your site — especially if smart influencers follow you.
Just don’t confuse “link building” with “social media posting,” m’kay?
What else does this tell us?
It’s all about the content, baby.
Excellent, stand-out content is what gets shared. Not the same ol’ same ol’ information that regurgitates the same information as 1,000 similar blog posts.
Writing content that’s good for SEO and social gives you a cool, best-of-both-worlds situation. After all, who wouldn’t want to see sensational social shares, impressive incoming links, and sizzling search positions?
I know I do. How about you?
What do you think?
Does this change the way you look at link building and social? What’s on your mind? Hit “reply” and let me know!
Here’s to a happy, productive week!
Thanks for reading. Let me know how I can help.