You write a great article and share it on social media. Your fans will read the article and share it again via social media and start linking to your article. That whole process turns out to be wrong, explains Rand Fishkin of MOZ in this video. There is no correlation between social media shares and getting links. What does that mean for your SEO strategy?
The main points from the video:
- BuzzSumo investigated the correlation between articles and social media shares. More than 75 percent of all articles received no share. More than 90 percent did not receive any links.
- That means that the oversize part of all content on the internet in the form of articles, yields absolutely nothing. It does not generate traffic. There is no conversion.
- BuzzSumo also investigated the correlation between social media shares and links. There is no such thing: that something much is shared on social media does not mean that it also produces links. In fact, many people share articles on social media without ever reading them themselves. Recognizable?
- Rand states: Google does not look at the number of social shares but at the interaction. Because interaction does provide links.
Social media and link building tips
Rand's story can seem quite technical. Some practical tips to translate this story into your own business situation:
- The medium is the message. When you communicate via Facebook, Twitter, the form and content of your message is adapted to the medium. On Facebook, 'nice' content such as a nice quote or funny cat movie scores better than a link to an article with background information. Because you are not on Facebook for that.
- Social media ensures visitors. If you share your content in the right way (so it matches the medium), people will click and view your content. What you can take into account is that the content that people share says something about those people. So if someone shares an article entitled "Why I love the Netherlands", that person shows that he or she loves the Netherlands.
- Not everything fits on social media. Social media is only one way to generate traffic and attention for your content. SEO, with which your content gets higher in Google, is another means. Linkbuilding is important for SEO.
- Ensure interaction. Interaction is primarily meant here: the content gets you moving. You think it is REALLY good content, you really want to do something with it, it is something you like to share. This results in a number of actions: the content is shared via social media, people sign up for your newsletter, contact (conversion) and some will continue to use it on their website and newsletter, thus creating a link.
- Social media is not link building. If you sell bricks and you need links to score higher in Google, then social media is not the means to bet, but link building. You use social media to entertain people, build your name and create a bond. By creating content that scores well on social media - for example, a photo shoot with kittens in a brick city - you ensure attention and traffic. But that takes only a limited time: on social media it is about new things. Link building provides permanent links and permanent positions in Google.