You’ve probably been told they’re two different beasts. Social media is for vibes, community, and maybe selling a few things via DMs. SEO is for the serious, techy business of climbing the Google ladder.

But what if we told you that your beautifully curated Instagram feed and your witty LinkedIn posts are actually giving your SEO a quiet leg-up? Let’s break down the surprisingly cosy relationship between your social strategy and your search rankings. It’s not magic, it’s just smart marketing.

While social media doesn’t directly improve your SEO, it helps by driving traffic to your content and building brand trust. Google sees your social media presence, your post frequency, and engagement – and takes note. So does your audience…

This increased visibility and authority are key factors that quietly give your search rankings a boost – and if you’ve been in digital marketing for a hot minute (like we have) you know that a boost in rankings can be worth its weight in gold.

Of course, we believe you should be posting on organic socials anyway. But if this is what tips you over the edge – then we will call that a win. So let’s break it down:

Let’s Get One Thing Straight: The “Indirect” Relationship

Here’s the tea: Google has said that social signals (likes, shares, followers) aren’t a direct ranking factor. So, no, 1,000 likes on a post won’t automatically bump your homepage to the top of the SERP.

But to stop there is to miss the whole picture. Organic social media creates conditions and opportunities that absolutely do influence your SEO performance. Think of it less like a direct deposit into your ranking account and more like a series of investments that pay off big time.

How Your Socials Actually Give Your SEO a Boost

So, if it’s not about the likes, what is it about? It comes down to a few key things that get the SEO nerds (hi, that’s us) excited.

• Getting More Eyeballs on Your Brilliant Content

The best blog post in the world is useless if no one reads it. When you share your content on social media, you’re amplifying its reach. More reach means more people reading, engaging, and—crucially—potentially linking back to it from their own blogs or websites. Those backlinks? That’s pure SEO gold.

• Building Brand Authority (Without the Trust Falls)

A strong, active, and engaging social media presence builds trust and authority. When users search for your brand and find a healthy ecosystem of social profiles, it signals that you’re a legitimate and credible player. Google’s algorithms are increasingly focused on rewarding trustworthy brands, and a solid social footprint is a massive tick in that box.

• The More the Merrier: Driving Quality Traffic

Every time someone clicks a link from your social profile to your website, that’s a visit. Increased website traffic from various sources can signal to Google that your site is valuable and popular, which can positively influence rankings over time.

• Your Social Profiles Dominate the SERP

Go on, Google your own business name. What pops up? Likely your website, your Google Business Profile, and… your social media profiles. Owning more real estate on the first page of Google for your brand search is a massive win, pushing competitors down and giving you full control of your brand’s narrative.

So, What Should You Actually Be Doing?

This doesn’t need to be complicated. Fusing your social and SEO efforts is all about working smarter, not harder.

1. Share Everything (Thoughtfully): Every blog post, new service page, or case study you publish on your site should get a shout-out on your social channels. Increasingly in the algorithm-fueled state of social… more is more. So put your best foot forward for the sake of your social presence AND your SEO boost.
2. Optimise Your Bios: Make sure every social media bio includes a link to your website. It’s the easiest win in the book.
3. Engage, Engage, Engage: Build a community. An active community is more likely to share your content, visit your website, and become brand advocates—fueling all the good SEO juju we just talked about. They’re also more likely to continue engaging with your posts in the future.
4. Use Social for Research: Pay attention to the questions people ask on your social channels. These are perfect topics for your next SEO-optimised blog post. Think about what people truly want to know, and be as helpful as you can.
5. If you want a full strategy – give Empire9 a shout. We work cross-departmentally to improve the digital presence of our clients; from SEO to Social Media and beyond.

So what are you waiting for? Get posting. You might be underestimating the indirect rewards of getting your brand out there.