Social media has become an indispensable part of any modern marketing strategy. With billions of active users across platforms like Facebook, Twitter, LinkedIn and more, social networks offer unparalleled reach for businesses looking to build awareness and drive traffic.
For SaaS companies in particular, leveraging social media effectively can provide significant long-term SEO benefits. By sharing engaging content and building communities on key networks, SaaS brands can earn high-quality backlinks, increase branded search volume, and ultimately improve organic rankings and traffic.
This comprehensive guide will explore the nuanced relationship between social media and SEO for SaaS businesses. We’ll look at how to capitalize on major platforms like LinkedIn, Facebook, Twitter and Pinterest to indirectly influence search performance. With the right social media strategy, you can augment your overall SEO efforts and send more qualified traffic to your SaaS site.
Understanding the Relationship Between Social Media and SEO
Many businesses assume that having a large social media following directly impacts SEO and search rankings. However, the reality is more complex. Here are some key things to understand about the social media-SEO dynamic:
Social Media Presence Not a Direct Ranking Factor
Google has stated repeatedly that social media popularity or engagement is not used as a ranking factor in their search algorithms. So simply having more Twitter followers or Facebook likes will not directly cause your pages to rank higher.
But Social Media Impacts SEO Through Backlinks and Branded Traffic
There are indirect ways that strong social media presence can improve SEO, primarily through acquiring backlinks and increasing branded search volume.
More Social Followers = More Backlinks and Branded Searches
The more followers you have engaging with your content across networks, the higher chances of earning backlinks as that content spreads. Those new links can improve search rankings. More followers also means more potential branded searches, which benefits overall domain authority.
So focus less on vanity metrics like follower counts. Instead, view social media as a tool to distribute content farther and wider. This organic reach is what leads to positive SEO impact.
Also Read: The Complete Guide to Guest Posting for SaaS Business Growth
The Best Social Media Channels for SaaS SEO
Now let’s examine some of the top social platforms SaaS brands should be leveraging for indirect SEO benefit.
With over 610 million users, many of whom are professionals and decision-makers, LinkedIn is a goldmine for lead generation and industry networking. But it also offers huge SEO potential through link building.
Facebook remains the social media leader with 2.3 billion active monthly users. Facebook groups dedicated to your brand can spread content to hyper-targeted audiences and build communities to foster sharing.
While smaller than other networks, Twitter’s immediacy and brevity make it perfect for sharing bite-sized content. Tools like viral content amplification can then maximize the reach of your tweets.
Pinterest’s highly visual nature and engaged user base provide a unique opportunity to increase brand awareness and website links through viral content sharing.
Let’s explore tactics for getting maximum SEO benefit from each platform.
Leveraging LinkedIn for Backlinks
Here are some tips for using LinkedIn to earn high-authority backlinks:
Build Your Network with Niche Professionals
Use LinkedIn’s advanced search to connect with influencers, partners, and leaders in your SaaS niche. Get to know these contacts and build relationships.
Share Content and Encourage Engagement
Regularly post your best performing blog content, videos, reports, etc. Prompt followers to like, share, and discuss the content.
LinkedIn Users May Link Back to Your Content
Quality content shared with engaged professional groups more likely to get linked to from their own sites or social presences.
Curating and sharing authoritative, informative content will position you as an industry thought leader. While links aren’t guaranteed, they are a common side effect of providing value on LinkedIn.
Also Read: The Ultimate Guide to SaaS Marketing Automation Tools: 21 Essentials to Grow Your Software Business
Using Facebook Groups to Boost Branding
Here are tips for using Facebook groups to improve brand visibility and awareness:
Create an Official Brand/Business Facebook Group
Groups allow ongoing conversations and a sense of community not possible on general brand pages. Set up an official group for your SaaS company.
Share Your Content to Build Community
Post new blog articles, videos, free resources, etc. to your group as a member benefit. This content gets your brand and site in front of a targeted audience.
Encourage Members to Further Share Content
Prompt group members to share posts with their own networks for extended reach. Facebook prioritizes content that gets this type of engagement.
Facebook groups keep your brand top of mind with users invested in your content and community. You gain more potential referrers to your site and sharers of your content.
Also Read: The Complete Guide to SaaS Inbound Marketing: How to Drive Leads and Sales for Your Software Company
Getting Content Noticed on Twitter
Here are a few tips to improve visibility of your content on Twitter:
Create Shareable Visual Content
Tweets with images, videos, GIFs, etc perform much better than plain text tweets. Produce engaging visual content.
Craft Engaging Tweets with Images, Polls, etc.
Figure out what makes your audience click, retweet, comment, and engage. Ask questions? Run polls? Add humor? Test different approaches.
Use Tools to Amplify Reach of Tweets
Services like Social Bee can help expand the visibility of your top performing tweets to a wider audience.
Mastering “shareability” in your tweets will naturally increase their reach. More eyeballs on your content makes it more likely to be shared, linked, and opened.
Also Read: How to Choose the Best SaaS Marketing Agency for Your Business Growth in 2023: The Complete Guide
Using Pinterest for Brand Awareness
Here are tips for boosting brand visibility on Pinterest:
Be an Active Pinner and Commenter
The more active you are engaging with others’ content, the more Pinterest will show your pins. Like, comment, and share pins in your niche.
Experiment with Different Images and Pins
Creating eye-catching pins that stand out in crowded feeds is key. Continually test new images, layouts, and headlines.
Repin Content to Relevant Boards
Repin your pins to group boards in your SaaS niche to tap into entire communities. Use relevant hashtags as well.
Pinterest essentially lets you tap into the power of viral content sharing. Fresh, compelling visual content that spreads across the platform will greatly improve brand awareness.
Also Read: SaaS Marketing Guide: Differences, Effective Strategies, and Best Practices for Software Companies
Tracking Social Media’s Impact on SEO
It’s crucial to measure how your social efforts directly impact your website’s SEO and traffic. Here are key metrics to monitor:
Use UTMs to Track Social Referral Traffic
Using campaign tracking UTMs lets you see which social platforms drive the most referral traffic to your site.
Monitor Backlinks Gained from Social Shares
Use a backlink analysis tool to identify new backlinks from sites mentioning your social content.
Review Search Volume for Branded Keywords
Check if branded search volume increases over time as your social channels expand reach.
Consistently analyzing this data will reveal which social platforms and content types deliver results. You can then double down on what works.
Also Read: The Essential SaaS Marketing Playbook: 12 Proven Strategies in 2023
Social Media Best Practices for SEO
When using social for SEO, keep these guidelines in mind:
Post Shareable, Engaging Content
Don’t solely post promotional content. Share a mix of helpful articles, fun media, resources, etc. that followers will genuinely want to spread.
Be Active and Build Communities
Don’t just broadcast on social media. Have conversations, provide value, and foster connections with your followers.
Don’t Overtly Optimize Social Content
Avoid being too self-promotional or salesy. Focus on informing first. SEO benefits will follow naturally.
Think of social content as the bait, not the hook. Create value and engagement first, and the backlinks and traffic will come over time.
Conclusion
When executed strategically, social media provides SaaS brands with a valuable tool for indirectly strengthening SEO. A thoughtful presence on platforms like LinkedIn, Facebook, Twitter and Pinterest will organically spread your content farther, earning backlinks and awareness.
Just be patient, provide consistent value, and closely track impact on traffic and rankings. Social media marketing alone won’t propel you to the top of Google. But as part of a comprehensive SEO plan, it can give your organic strategy that extra boost of referral power.
