Have you ever stopped to think about how social media can influence companies' marketing strategies? In Brazil, where these platforms dominate internet users' attention, this is called into question even more. According to data of Semrush, a digital marketing platform specialized in online visibility, out of the 10 most visited websites by Brazilians in June, 4 are social networks. In second place is YouTube, with 3.24 billion monthly visits, in fifth is Instagram (576M), in sixth is WhatsApp (560M), and in eighth is Facebook (428M). It is important to note that these numbers refer only to website visits and do not include access via applications.
According to Erich Casagrande, Marketing Lead of the company in Brazil, this engagement on social media is even changing companies' SEO strategies . The acronym, which stands for Search Engine Optimization, is essentially the set of techniques aimed at optimizing a website so that it appears in the top results of search platforms, such as Google or Bing. "In the past, SEO was seen as something that could run on its own, focused basically on keywords. Now, with this new scenario, a greater connection with the brand and its content is necessary, aligning the concepts across all pages where the company is present, so that there is synergy between traffic generation plans and marketing plans," he explains.
Content sharing on Instagram, TikTok, YouTube, X (Twitter), or Facebook is a fundamental piece of website optimization strategy. This is because these platforms act as a springboard for building a brand's image, since companies and websites with greater authority achieve better results both in terms of user perception and search engines. "This reputation is built in different ways, whether through quality backlinks from other pages, or through the brand's strength with the social media audience, which is highly engaged. Furthermore, when content is shared by influencers, there is a greater chance of it being seen by more people, increasing the company's relevance," says Casagrande.
Traffic originating from social media has also shown a growing impact on search rankings. "Although social traffic is not a direct ranking factor, it can increase website engagement, reduce the bounce rate, and increase dwell time. These user signals are interpreted by search algorithms as indicators of quality and relevance," notes Casagrande. TikTok and Instagram, for example, with their short and viral content format, have the power to drive a large volume of traffic quickly. Popular videos can generate a wave of visits, increasing visibility and, potentially, the ranking in search results.
Ultimately, an integrated social media and SEO strategy is essential for digital success. "By creating content that is shareable and engaging, companies can increase their brand presence and their market relevance," concludes Casagrande.
