How Social Media Helps (or Hurts) Your SEO

If you’ve ever wondered whether those hours spent posting on Instagram, replying to tweets, or updating your business’s Facebook page are doing anything for your search engine rankings—you’re not alone.

We speak to loads of UK small business owners every week who are juggling their online presence like a Sunday roast with too many pots on the hob. And almost all of them ask the same question: "Does social media help my SEO?"

The answer? It’s a bit like Marmite. It depends on how you use it.

Let’s unpack what social media really does (and doesn’t) do for your search engine optimisation—and how to make sure it’s helping rather than hindering your efforts. Whether you're a small café in Colchester, a dog groomer in Chelmsford, or a graphic designer working from a cosy home office in Braintree, this one’s for you.

The Truth: Social Media Doesn’t Directly Boost Rankings… But It Absolutely Influences SEO

Let’s get one thing out of the way: Google has confirmed that social signals—likes, shares, follows—aren’t direct ranking factors.

That means your Instagram post going viral won’t magically shoot your website to #1 on Google.

However—and this is the juicy bit—indirectly, social media can be a massive catalyst for better rankings. Think of it as the friend who introduces you to someone at a party. They’re not responsible for you landing the job… but without them, you wouldn’t have had the opportunity.

Here’s how it works.

1. Social Media Drives Traffic (and Traffic Builds Trust)

Every time someone clicks a link from your Facebook page, Instagram bio, LinkedIn post, or even a TikTok video, they land on your site. If they stick around, read your blog, check out your services, or fill in a contact form—that’s gold dust.

Why?

Because Google sees those visits as a sign your content is valuable.

Now imagine this:

You’re a florist in Southend and you post a behind-the-scenes video of you prepping a wedding bouquet. You link to your blog post on “How to Choose Wedding Flowers by Season”. It gets shared 37 times, and you notice a spike in visitors. Those visitors read your post, visit your shop page, and a few even call to book. You’ve just used social to directly influence your SEO—without even realising it.

More visits = more engagement = more trust = better rankings.

2. Social Content Gets Indexed (And Can Rank)

Did you know your social media profiles often show up in search results?

Go ahead, Google your business name. You’ll likely see your LinkedIn, Facebook, and possibly even your TikTok or Instagram in the top results. That’s not by accident.

Social media profiles help dominate branded search results. That’s crucial for reputation, visibility, and trust. Even some individual posts (especially on platforms like Pinterest, YouTube, and X/Twitter) can be indexed and show up on Google.

So while social media isn’t ranking your site per se, it’s occupying space on the search results page that might otherwise be filled by competitors.

3. Social Media Encourages Backlinks (And Backlinks ARE a Big Deal)

Let’s talk backlinks—the backbone of good SEO.

Social media is a great place to get your content discovered by people who can link to it: bloggers, journalists, industry peers, or local influencers.

If your blog post, infographic, or explainer video gets shared on social and seen by the right person? Boom. You could land a link from a popular site—and that is SEO rocket fuel.

Real-Life Example:

A bakery in Essex we worked with posted a guide on “How to Store Sourdough Bread Properly” on their blog and shared it across their Facebook and Instagram. A food blogger picked it up, linked to it in their own post about food storage, and within two weeks, the bakery saw a lift in Google rankings for “Essex sourdough bakery”.

One solid backlink. All because of a simple social share.

4. Social Media Builds Brand Awareness (and Branded Searches Matter)

SEO isn’t just about keywords—it’s about your brand.

When more people know your name, they search for you by name. And branded searches are a trust signal for search engines.

Think about it: if 100 people search “Jones Plumbing Brentwood” every month, Google will think, “Wow, this must be a trusted local service.”

By consistently showing up on social media and engaging with your audience, you increase recognition. Recognition leads to searches. Searches lead to clicks. And clicks build authority.

5. User Behaviour Matters (And Social Nudges It in the Right Direction)

Google looks at user behaviour on your website: bounce rate, time on page, click-through rate.

If social media sends the right traffic to your site—people who are genuinely interested and stick around—it boosts your metrics. And better metrics tell Google your site is quality.

But—and here’s the warning—if your social strategy is just clickbait, you’ll get the wrong people. They’ll bounce faster than a kangaroo on a trampoline. That can actually hurt your rankings.

So make sure your social content aligns with your website content and audience.

How Social Media Hurts Your SEO

Now for the not-so-fun part. If you’re not careful, social media can mess things up for your SEO.

Here’s how:

1. Inconsistent Branding Confuses Search Engines (and Humans)

Let’s say your Facebook Page lists you as “Tony’s Plumbing”, but your website is branded as “Tony’s Heating & Plumbing Services”. Your Instagram handle is @tonytheplumber and your Google listing just says “Tony Services”.

Confused? So is Google.

Keep your NAP (Name, Address, Phone) details consistent across your website and socials. It helps with Local SEO and avoids confusion.

2. Dead Links and Broken Bios Kill Momentum

It’s shocking how many businesses have a link in their Instagram bio that goes nowhere. Or a Facebook About page with a dead link to a domain they don’t use anymore.

Check your links regularly. Google won’t follow broken links—but your potential customers might. And if they hit a 404, they’ll bounce.

3. Neglected Social Pages Make You Look Inactive

If your last Facebook post was in 2021, people might assume your business has shut down. Worse, they might go to a competitor.

Social media doesn’t need to be constant—but it does need to be consistent. Even one post a week with value, humour, or updates helps keep your presence fresh and signals that your business is alive and well.

FAQs: Social Media & SEO

Does social media activity directly affect Google rankings?

No, not directly. Google has said social signals aren’t a ranking factor. But social media indirectly affects your SEO by boosting visibility, traffic, and backlinks.

Should I be on every social platform?

Not at all. Pick the platforms your customers actually use. A local roofer in Essex doesn’t need to be on TikTok if their audience hangs out on Facebook.

Do hashtags help with SEO?

Hashtags help within the platform (especially Instagram, LinkedIn, and X/Twitter), but they don’t influence Google rankings. Still, they’re useful for discovery.

Can social media replace SEO?

No. Social media is fast, flashy, and short-term. SEO is slower, stronger, and long-lasting. You want both working together.

What’s the best way to use social media for SEO?

• Share blog posts and link back to your site

• Be consistent with branding and information

• Engage with your audience (more eyes = more shares = more traffic)

• Encourage backlinks through useful content

• Use platform-specific tools (like Pinterest pins or YouTube descriptions) to drive traffic to your site

The One-Post Wonder

We once worked with a dog trainer in Essex who was hesitant to use Instagram. She posted a Reel showing how to get a puppy to stop jumping up. It got shared by a local pet influencer. That single post sent 120 people to her website—and five of them booked a training session.

A few months later, her blog post “5 Training Mistakes Dog Owners Make” ranked on page one. The traffic? All started from that Instagram Reel.

Social media + smart SEO content = win.

So… Does Social Media Help or Hurt SEO?

It all comes down to how you use it.

• Used wisely, social media amplifies your SEO: more traffic, more links, more brand recognition.

• Used carelessly, it dilutes your brand, confuses Google, and sends the wrong signals.

Your best bet? Treat social media and SEO like mates in a three-legged race. Keep them in sync, moving in the same direction, and cheering each other on.

What next (and a Friendly Nudge)

If you're a small business owner in Essex and you're feeling a bit overwhelmed by it all—SEO, social, what to post, when to post, whether you’re even doing the right things—take a breath.

You're not alone. And you don’t have to figure it all out solo.

We’re a friendly Essex SEO company who specialise in helping local businesses show up where it matters—on Google, and in front of your ideal customers. Whether you need help getting found, or just want someone to make sense of the online madness, we’re here.

👉 Contact us today for a no-obligation chat about how we can help your social and SEO strategies work better—together.