When it comes to sharing links, Facebook and Twitter immediately come to mind as the social networks of choice. Dan Zarrella, HubSpot social media scientist, recently conducted a study of link sharing and SERP (search engine results page) correlation on the top three social media platforms — Facebook, Twitter, and LinkedIn — to determine which platform improves search engine results the most. Surprise, it’s LinkedIn!
This is important because receiving more shares creates a snowball effect. Each time your content is seen and shared, you receive an inbound link. The more links your article has, the higher the authority rank it is given by search engines. This results in higher search engine placement and, along with it, more site traffic.
According to an article on the SEOmoz blog, Zarrella compiled a database of 25,000+ URLs that had been shared at least once on Facebook, Twitter, and LinkedIn. The URLs were all at least one month old and had a minimum of one incoming link. The study found that, while Facebook and Twitter users share the most links to content, the number of links directed at that content is higher per share via LinkedIn.
There was a positive correlation between the number of times a URL
was tweeted and the number of incoming links it had pointing to it.
Fewer links are shared on LinkedIn than on Twitter and Facebook,
but there’s a much higher positive correlation of shares to inbound links.
And when Zarrella calculated the Pearson’s Correlation Coefficient of the
sharing on the three networks and compared it to inbound links, he found
that the strength of the relationship was strongest for LinkedIn.
For best results, develop a strategy for LinkedIn that includes posting links to your relevant content. In this slideshow, HubSpot Founder Dharmesh Shah and SEOmoz CEO Rand Fishkin show a graph of these results, as well as some key findings from HubSpot’s report, The State of SEO and Internet Marketing in 2012:
- How to utilize content in your SEO and inbound marketing
- How to stay competitive in the rapidly evolving Internet marketing landscape
- What the best SEO practices in today’s marketing industry are
- Data that will help you make smarter marketing decisions