While it is important to implement common SEO tactics to improve search ranking, it is also necessary to evaluate your social media presence as it relates to SEO.
Google offers little insight into how social media affects rankings specifically; however, Matt Cutts has suggested that there is a relationship and it has nothing to do with likes and followers.
While each post and tweet represents or is seen as a web page, Google doesn’t index them all. In fact, Google only indexes 4 percent of all tweets according to Stone Temple Consulting.
So how does social media help a business in search results?
Social media channels give legitimacy to the business. According to Emma Siemasko, when combined with a search-friendly website and Google My Business page, social profiles help search engines understand the business and brand to avoid confusing it with other businesses and information.
For more on the relationship between social media and SEO, read Understanding the Unusual Relationship Between Social Media and SEO