Social Media Analytics for SEO Teams
Using social media SEO analytics alongside search plans helps improve search visibility and achieve clear results.This guide explains how to track both channels, leverage social proof, integrate strategies, and measure success, enabling search teams to effectively use social media data.
Combining both channels delivers stronger outcomes than using them separately and is a key component of every Alex Groberman Labs Social Media Consulting plan.
Watching Both Channels
Monitoring both social media and SEO provides insights into how social media supports search results. Good tracking highlights clear paths from social posts to SEO success.
Steps for Good Tracking
Add Link Codes
- Use tracking codes on social media links to measure traffic in Google Analytics.
- Align codes with business goals.
- Track different types of content.
- Monitor mobile vs. desktop traffic.
- Note activity patterns over time.
Mix Social Data with Search Tools
- Utilize tools like SEO Stuff, SEMrush or Ahrefs to examine how social traffic generates links and boosts rankings.
- Monitor ranking changes and competitor activity.
- Analyze successful content and traffic patterns.
Check Where Visits Come From
- Review traffic from social platforms in Google Analytics.
- Sort data by platform.
- Assess visit quality, time spent, and return visits.
- Examine buying patterns.
Watch All Site Actions
- Use tools like Sprout Social, Buffer, or Hootsuite to track likes, shares, and audience growth.
- Identify which content resonates.
- Monitor sharing trends and peak engagement times.
How Social Helps Search
Engagements like likes, shares, and comments increase content visibility and attract more readers, enhancing search performance. Social media SEO analytics showcases how social proof builds trust and improves rankings.Ways Social Helps Search
More People See Content
- Popular social posts attract more clicks, visits, and links.
- Increased visibility encourages more sharing and deeper engagement.
More People Read
- Social media drives engaged readers who spend more time on pages.
- Enhanced reader engagement boosts search engine signals, improving rankings.
More Brand Searches
- Social posts increase brand awareness, leading to more branded searches.
- Improved trust and recognition enhance overall search performance.
More Links
- Socially shared content often earns natural backlinks from blogs and news sites.
- These links strengthen authority and improve rankings.
Getting Links Through Social
- Share high-quality content consistently.
- Build relationships with influencers and industry leaders.
- Look for link-building opportunities and act quickly.
Mixing the Work
Integrating social media SEO analytics into search strategies maximizes the impact of both efforts. Strategic integration delivers better results across platforms.Ways to Mix Them
Match Content
- Share blog posts and main website pages on social media.
- Plan and schedule content in advance.
- Continuously update and optimize older content.
Use Customer Content
- Highlight user-generated content on your website.
- Encourage reviews and share success stories.
- Build a sense of community with authentic content.
Fix Social Pages
- Add relevant search terms to social media descriptions.
- Keep profiles updated with consistent brand voice.
- Ensure links and information are current.
Match Times
- Align content posting times for both social and search platforms.
- Monitor and adjust for peak engagement periods.
- Maintain a consistent schedule while testing new timings.
Content Planning
- Develop yearly strategies, monthly objectives, and weekly progress checks.
- Update plans daily and make adjustments as necessary.
Checking Results
Tracking key metrics allows teams to measure the success of integrated social media and SEO strategies.Numbers to Watch
Social Visits
- Measure traffic driven by social media platforms.
- Assess visit quality, time spent, and return rates.
Site Actions
- Track likes, shares, comments, and clicks on social posts.
- Identify engagement trends and successful posts.
New Links
- Monitor backlinks earned from social sharing.
- Assess link quality and growth.
Sales Numbers
- Analyze forms filled or purchases made by social visitors.
- Track repeat buyers and customer journeys.
Brand Searches
- Track growth in branded search terms.
- Monitor local search trends and seasonal variations.
Search Rankings
- Observe ranking improvements for content shared on social media.
- Compare competitor performance and keyword movements.
Final Points
Using social media SEO analytics bridges the gap between social media engagement and search engine success. By leveraging social proof, aligning strategies, and tracking the right metrics, teams can create stronger, more effective plans.Start by aligning your social and search goals, then apply these steps to enhance both efforts. Continuously test new approaches, refine strategies, and fix issues promptly for sustained improvement.
Remember to:
- Monitor all channels closely.
- Leverage social proof effectively.
- Align content plans across platforms.
- Track and analyze results regularly.
- Address problems swiftly.
- Innovate and experiment with new ideas.
- Stay updated on trends.
- Train teams and share success stories.
Regularly reviewing and optimizing your social media and search strategies ensures long-term growth and stronger performance. With consistent effort and strategic use of social media SEO analytics, you can achieve remarkable results.
