How Social Signals Impact SEO: Key Strategies for Improvement

Just think about a situation where you give hours to writing a blog - with well curated words, insights, and statistics that could genuinely help people. You hit the post button and wait for the traffic to come in. But days go by … and nothing happens! The traffic trickles in at its best and your blog gets lost in depths of the internet.

Meanwhile, someone posts a quick thought on LinkedIn, and within hours, the post is blowing with likes, comments, and shares. Their content is everywhere while yours struggle to get even noticed.

Feels unfair, right?

The thing is - it is just not about content anymore, it is more about getting people to talk about your content. Search engines don’t just rank based on keywords and backlinks; they’re paying attention to what’s buzzing on social media. The more engagement your content gets, the more authority it builds, and that can have a direct impact on your SEO.

So how can you leverage those social interactions to improve SEO rankings? Let’s begin.

What Exactly Do We Mean By Social Signals?

Let us first clear this right away - social signals are not merely some “feel-good” metric about online interactions. They are tangible interactions - likes, shares, comments, retweets, and even brand mentions—that show search engines your content is gaining traction among real people.

To put in simple words, if a content gets shared across multiple platforms, such as Instagram, Facebook, or Twitter, search engines see it as a sign of relevance and credibility. If users find value in it, the algorithm is sure to take notice. 

Also read: Shopify SEO tips to rank higher in 2025.  

What Google Says About The Influence of Social Signals On SEO

Over the years, Google's stance on social signals - such as likes, shares, and comments from platforms like Facebook and Twitter—has been a topic of much discussion. 

Let's understand how Google's perspective has evolved through the years:

2010

In 2010, Google's Matt Cutts indicated that the search engine was beginning to consider social signals as part of its ranking factors. This acknowledgment suggested that links shared on platforms like Twitter and Facebook could influence search rankings.

2011

With the introduction of Google+ and the +1 button in 2011, Google appeared to be integrating social interactions more deeply into its ecosystem. The +1 button allowed users to endorse content, and Google noted that these endorsements could influence search rankings. 

2014

By 2014, Google's stance had shifted. Matt Cutts clarified that while Google could crawl and index public social media pages, the number of likes or followers did not directly impact search rankings. He emphasized that social signals were not part of Google's ranking algorithm at that time.

2015

In 2015, Google's John Mueller reinforced this position, stating that social signals do not directly influence organic search rankings. He highlighted that while social media is valuable for driving traffic and engagement, it doesn't directly affect how Google ranks websites.

2022

As of 2022, Google's position remained consistent. The company acknowledged the importance of social media for content promotion and brand visibility but maintained that social signals are not direct ranking factors in its search algorithm.

While Google officially states that social signals—such as likes, shares, and comments—do not directly influence search engine rankings, real-world studies suggest a more nuanced reality. 

These studies indicate that social engagement can indirectly impact SEO performance through various mechanisms.

Hootsuite's Social Media SEO Experiment

In a comprehensive experiment conducted by Hootsuite, researchers sought to determine the relationship between social media activity and search engine rankings. 

The study involved promoting content across various social platforms and monitoring the resulting changes in search visibility.

Key Findings:

Positive Correlation: The experiment revealed a strong correlation between social activity and improved search rankings. Content that received higher social engagement tended to rank better in search results.

Immediate Impact: Within the first 48 hours of sharing content on social media, there was a noticeable improvement in search rankings, suggesting that social signals can have a swift effect on SEO performance.

Link Acquisition: The study also found that increased social engagements led to a higher number of referring domains (backlinks). Since backlinks are a known ranking factor, this indicates that social media activity can indirectly improve SEO by facilitating link building.

(Source: Hootsuite)

IndeedSEO's Insights on Social Signals in Ecommerce

IndeedSEO explored the impact of social signals on ecommerce SEO, highlighting how social engagement influences search engine rankings.

Key Insights:

Increased Organic Traffic: Websites with strong social signals experienced a 35% increase in organic traffic compared to those without significant social engagement.

Brand Authority: Brands with higher social engagement saw a 21% increase in domain authority scores, enhancing their credibility in the eyes of search engines.

Backlink Growth: Content with substantial social media presence attracted 27% more backlinks, further improving SEO performance.

(Source: Indeedseo)

Top 7 Unthinkable Ways In Which Social Signals Can Impact SEO 

Most SEO experts focus on keywords, backlinks, and site speed, but what if I told you that social signals have a hidden influence on your rankings? 

Yes, Google may downplay their role, but the indirect impact is undeniable. 

Having spent years experimenting with social-driven SEO strategies, we’ve discovered some unconventional ways in which social signals silently shape your search visibility.

#1 Social Signals as a Catalyst for AI-Based Search Adaptation

Google’s AI-powered ranking systems, including RankBrain and BERT, continuously adapt to user behavior. While they may not directly count social signals, they do analyze content demand, engagement trends, and user interest.

This is how it works:

• When a post on Twitter, LinkedIn, or Reddit gains traction, AI-powered search models pick up on the spike in interest.
• The increased attention influences Google’s “Query Deserves Freshness” (QDF) model, leading to improved rankings for trending topics.

Example: The sudden surge in searches for a new product after it goes viral on TikTok can push it higher in search results—even if the product page lacks backlinks.

Key takeaway: Monitor social trends and create content based on viral topics. Google’s AI systems will recognize the demand and prioritize it in rankings.

#2 Social Traffic Alters User Behavior Metrics (Which Google Tracks)

Google may not count social signals directly, but it does analyze user engagement metrics like bounce rate, dwell time, and return visits.

This is how it works:

• If your blog gets thousands of visits from a viral LinkedIn post, those users spend time reading, exploring more pages, and interacting with the content.
• A low bounce rate and high engagement time signal to Google that your page is valuable.

Example: A Shopify brand that went viral on Instagram saw a 40% increase in dwell time, which coincided with an organic ranking boost.

Key takeaway: Encourage deep engagement from social visitors by adding interactive elements (polls, embedded videos, comment sections).

#3 Social Shares Lead to More ‘Unlinked Brand Mentions’ (Which Google Considers)

Unlinked brand mentions—where a website or blog mentions your brand without linking to it—are now part of Google’s algorithmic trust signals.

This is how it works:

• A well-shared social post results in multiple discussions on Reddit, Quora, or niche forums.
• Even if these mentions don’t have direct backlinks, they help Google identify your brand as an authoritative entity in that niche.

Key takeaway: Start discussions around your brand on platforms like Reddit and Quora. Google picks up on these indirect signals as a trust factor.

#4 Social Sharing Accelerates Content Indexation

Did you know that Googlebot crawls social media faster than individual websites? If your content gains traction on social media, it gets indexed faster.

This is how it works:

• If you publish a blog and immediately share it on Twitter, Google’s bot crawls Twitter frequently and finds your link faster than it would organically.
• This speeds up content discovery, helping your post rank sooner than competitors who don’t promote on social media.

Key takeaway: Always share new content on social media to speed up indexation and gain an early ranking advantage.

#5 Virality = Higher Click-Through Rates on SERPs

One of the most underrated ways social signals affect SEO is by improving brand familiarity, leading to higher organic CTR.

This is how it works:

• If someone sees your brand multiple times on social media, they become more likely to click on your link when they see it in Google search results.
• Higher CTR is a direct ranking factor, meaning your page will climb higher just because more people recognize and trust it.

Key takeaway: Improve social media presence to create subconscious brand familiarity, increasing organic clicks and improving SEO.

#6 Social Proof Improves Trust & Authority (Which Impacts E-A-T)

Google’s E-A-T (Expertise, Authoritativeness, and Trustworthiness) guidelines play a significant role in rankings—especially for YMYL (Your Money, Your Life) niches like finance, health, and ecommerce. While Google doesn’t openly admit it, strong social engagement can reinforce your brand’s authority in a way that impacts SEO.

This is how it works:

• If your brand is frequently mentioned by industry leaders on LinkedIn, Twitter, or YouTube, it builds credibility in your niche.
• Google’s algorithm scans brand reputation, reviews, and social presence to determine trustworthiness.

Key takeaway: Collaborate with influencers and industry leaders to build social proof and reinforce your E-A-T credibility in Google’s eyes.

Also read: Understanding Google E-E-A-T: The key to better SEO

#7 Social Content Can Rank on Google (and Steal Clicks from Competitors)

Did you know that social media posts can rank on Google search results? If optimized correctly, Twitter threads, YouTube videos, Pinterest pins, and even Reddit posts can appear on page one—taking up valuable SERP real estate.

This is how it works:

• Google often displays tweets, Quora answers, and Reddit discussions in search results, especially for trending topics.
• If your social content ranks, it can outrank traditional blog content and bring highly targeted traffic to your website.

Key takeaway: Create keyword-rich social content (Twitter threads, Quora answers, YouTube shorts) that can rank independently and dominate SERPs.

9 Key Strategies to Leverage Social Signals for Improved SEO Rankings

You can’t just post randomly on social media and expect results. You need a structured strategy that aligns with how people engage with content and how search engines evaluate credibility. 

Let’s break down 9 actionable strategies backed by examples to help you leverage social signals for better Shopify SEO.

#1 Optimize Social Media Profiles for Better Visibility

Your social profiles often appear at the top of search results when people Google your brand. A well-optimized social profile can act as a mini-landing page, giving users an immediate sense of trust and credibility.

How to do it:

• Keep a consistent brand name across all platforms to ensure easy discoverability.
• Use a search-friendly bio with your main keyword. Example: “Tesla | The Future of Sustainable Energy” instead of just “Tesla.”
• Add a trackable website link in your bio using UTM parameters to measure referral traffic.
• Ensure your profile picture, cover image, and username are aligned with your branding.

Example: Nike has a consistent username (@Nike) across all platforms, ensuring their social profiles always rank high on Google when people search for them. This drives significant organic traffic to their website.

#2 Create Highly Shareable & Engaging Content

The more people engage with and share your content, the more visibility it gets—not just on social platforms, but also in search results. Google picks up on content that gains traction and rewards sites that generate strong user engagement signals.

How to do it:

• Use compelling storytelling—Apple’s product launch teasers on Twitter consistently get massive engagement because they evoke curiosity.
• Create infographics with data-driven insights that users love to share (e.g., HubSpot’s SEO statistics posts).
• Leverage interactive formats like polls and quizzes—Buzzfeed mastered this approach, leading to viral content that generates backlinks.
• Post carousel-style LinkedIn and Instagram posts that encourage swipes, increasing engagement time.

Example: Airbnb consistently posts travel guides, user-generated photos, and city spotlights, which not only gain shares but also improve their Google rankings by driving referral traffic.

#3 Increase Brand Mentions to Strengthen Authority

When your brand is mentioned across various social platforms, Google recognizes it as a trusted entity. Even if these mentions aren’t always linked, they can improve your E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) score.

How to do it:

• Partner with influencers and industry leaders who can talk about your brand organically.
• Engage in Twitter conversations and LinkedIn discussions on trending industry topics.
• Encourage customers to tag your brand when they share their experience.
• Get featured in industry roundups, listicles, and expert panels.

Example: Starbucks regularly interacts with customers on Twitter and Instagram, resulting in millions of brand mentions—this contributes to stronger brand recall and indirect SEO benefits.

#4 Use Hashtags to Expand Discoverability

Hashtags are mini search engines within social platforms, and using them strategically can increase your content’s discoverability.

How to do it:

• Use a mix of branded hashtags (#CocaColaLife), industry hashtags (#EcoFriendly), and trending hashtags (#SustainableLiving).
• Don’t overload your post with hashtags—Instagram’s best practice is 5-10 relevant hashtags.
• Research platform-specific hashtag trends (Twitter’s trending topics, Instagram’s hashtag insights).

Example: GoPro’s #GoProAwards encourages users to share their best GoPro footage, leading to millions of organic mentions, shares, and social proof that indirectly improves their SEO.

#5 Repurpose Content for Multi-Platform Engagement

A single high-performing content piece should not be limited to one platform. Repurposing content for different formats maximizes engagement and visibility.

How to do it:

• Convert long-form blog posts into bite-sized Twitter threads.
• Turn key takeaways into LinkedIn carousels (e.g., Hootsuite does this for social media trends).
• Use YouTube videos as Instagram Reels and TikTok clips.

Example: Neil Patel repurposes his SEO blogs into LinkedIn posts, Instagram infographics, and YouTube videos, ensuring his content reaches different audiences while keeping engagement high.

Also read: The ultimate content strategy blueprint for 2025

#6 Increase Website Clicks with Social CTAs

Driving clicks from social media to your website sends strong referral signals to Google.

How to do it:

• Add “Read More” CTAs with a compelling reason to click (e.g., “The #1 SEO mistake you’re making—here’s how to fix it 👉 [link]”).
• Offer exclusive content available only on your website (e.g., gated eBooks, free tools).
• Optimize social previews with attractive thumbnails and attention-grabbing headlines.

Example: BuzzFeed mastered this by writing irresistible headlines like “Only 1% of People Can Pass This Quiz”, leading to massive social clicks that improved its search rankings.

#7 Engage in Industry-Relevant Conversations

The more your brand is seen as an authority in online discussions, the more it benefits from higher engagement and backlinks.

How to do it:

• Participate in Twitter Spaces and LinkedIn discussions.
• Join Reddit and Quora threads to answer industry-specific questions.
• Comment on high-performing LinkedIn posts with valuable insights.

Example: Gary Vaynerchuk constantly engages in Twitter and LinkedIn discussions, leading to organic backlinks from SEO blogs referencing his insights.

#8 Leverage YouTube for Long-Term Search Visibility

YouTube videos appear directly in Google search results, making it a powerful SEO tool.

How to do it:

• Optimize video titles, descriptions, and transcripts with keywords.
• Use timestamps to make content easily scannable.

Example: Moz consistently ranks on Google for SEO-related terms, thanks to their YouTube Whiteboard Friday series.

#9 Run Viral Giveaways and Contests

Social media contests increase engagement and shares, indirectly impacting SEO rankings.

How to do it:

• Make sharing a requirement (e.g., “Tag 3 friends to enter!”).
• Offer an incentive (e.g., Shopify ran a $1M Build-A-Business contest).
• Collaborate with industry influencers to expand reach.

Example: Daniel Wellington gave away free watches to influencers and micro-influencers, leading to millions of social mentions and higher brand search volume.

To Wrap Up 

SEO isn’t just about keywords and backlinks anymore—it’s about building a brand people trust, engage with, and share. Social signals may not be a direct ranking factor, but they influence the bigger picture. When people interact with your content, it gains visibility, attracts backlinks, and builds credibility—all of which impact SEO.

You need to focus on creating content people love to share, start engagement, and stay consistent. When you prioritize connections over algorithms, SEO success follows naturally.

Author

CrawlApps

At CrawlApps, we don’t just build Shopify stores—we create experiences that sell. We’re a bunch of problem-solvers who love turning ideas into stores that actually converts. Whether it’s fixing what’s broken or building something from scratch, we make sure every detail works in your favor. No fluff, no jargon—just real solutions that help your business grow. If you’re serious about Shopify, you’ll feel right at home with us.