How Social Content is Redefining Search

Creative | Marketing | Technology

The landscape of search engine optimisation (SEO) is ever-changing, and staying on top of Google’s updates is vital in the digital marketing world.

The recent SERP update, which emphasises social content, has redefined the course of SEO.

In this blog, we’ll delve into the details of this update and discuss how brands can position themselves to thrive in this new era, where a strong social media presence plays a significant role in enhancing website authority.

Google’s Latest Update: Spotlight on Social Content

Google’s recent update has broadened the scope of its SERPs to include more social content. This significant shift from traditional SEO factors, such as keywords, backlinks, and site architecture, towards a more integrated approach, means that content from social media platforms like Twitter, Facebook, Instagram, YouTube, and TikTok, now plays a larger role in Google’s ranking algorithms.

Implications for DA

This evolution opens up a new avenue for brands to bolster their digital authority. A robust social media presence now has a greater influence on their ranking on Google. As brands continue to share engaging, relevant content on their social media platforms, they stand to gain from this update.

However, it’s vital to understand that this change doesn’t diminish the importance of traditional SEO factors. Google’s algorithm remains multifaceted and takes into account a variety of factors. This update simply expands the parameters of what Google considers as indications of a website’s authority.

Harnessing Authentic, User-Generated Social Content

At Make, we understand the value of authentic, user-generated content, and we bring this understanding to our work with clients. We focus on creating genuine, engaging content that resonates with the target audience. With the latest Google update, this approach is even more relevant.

We combine our creative strengths with the power of user experiences to generate content that sparks interest and encourages engagement. This content spans various formats, including native on-platform content, UGC and motion, catering to different audience preferences and platforms.

Strategies for Success in the New SEO Landscape

  1. Integrated SEO and Social Media Strategy: Brands need to further integrate their SEO and social media strategies, ensuring their online presence is a cohesive ecosystem where high-quality content is shared across platforms to engage their audience.
  2. Quality over Quantity: The focus is on the quality of social content, not merely the volume. Businesses should continue to create and share content that resonates with their audience, encouraging likes, shares, comments, and retweets.
  3. Engagement and Interaction: Actively engaging with the audience on social media not only strengthens social signals but also boosts a website’s authority.
  4. Consistency is Key: Maintaining a consistent presence on social media platforms is crucial. This helps sustain audience engagement and keeps the business top of mind.

The SEO landscape is dynamic, and brands must be ready to adapt and evolve with it. The increased emphasis on social content provides a great opportunity to leverage social media presence and improve a website’s authority. By integrating traditional SEO techniques with a robust social media strategy and authentic, user-generated content, businesses are poised for success in the new digital era.

At Make, we’re committed to helping our clients navigate this shift and achieve their digital marketing goals.


Photo by Olivier Bergeron on Unsplash