To give an answer to this question, we`ve decided to show you an experiment called “elephant in the room”.
Representatives from Hootsuite`s inbound marketing, data analytics and social marketing terms came together to develop a reliable and controlled test approach.
The posted content was organized into three groups:
To make it simple, the test was run on Twitter with a publishing schedule to keep it on track.
However, before launching the test, there was a need of leveling the paying field. So, for a full week prior to the launch, none of the 90 articles chosen from the experiment were updated or promoted. With this move, developers were able to establish a baseline of their search ranking.
To be sure that all bases are covered, it was decided to record the following data points:
During the test, developers found out that there was an indirect relationship between social media and SEO. At this point, content that performs well on social media will likely earn more backlinks, which helps boost search rank.
Because of the indirect relationship between social and search ranking, it`s important to be able to articulate whether traditional page authority metrics played a role in any change of rank.
After the detailed analysis, developers found out that there is a strong correlation between social activity and rankings.
Yes, social media can impact SEO. However, it doesn`t mean that you have a free pass to over-post and spam people`s feeds. With this move, you risk to lose followers` attention. They can start ignoring your post or, what is more, stop following you.
You should post regularly, but the quality should also be on the highest level.
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