Combining SEO and Social Strategies for Multichannel Marketing Success

SEO is changing, social media is changing and the way people want to get marketed to is, you guessed it, changing.

There’s pressure on businesses to combine strategies and efforts for both B2B social media marketing and SEO – in particular – to create one largescale dual channel approach to B2B digital marketing.

How can SEO and Social Media Work Together?

Multichannel Content for SEO and Social Media

The massive combination piece for SEO and social media is tying content together, recycling and repurposing content for both channels. 

Perhaps you’ve been out on a social media shoot day to get content for Instagram reels. That video can be edited to be unique, again, and used on YouTube Shorts – a platform Google owns and is pushing in its SERPS, alongside Reels. Not only that, but this video can also be used on a standalone page on the site. It can also power a blog post with links to the post on Reels, Shorts and the internal video. It can be repurposed into an infographic on LinkedIn and shared into a Google-indexed LinkedIn article to support your website’s blog. 

That’s at least six different pieces of content from one video. 

That’s an incredible multichannel approach to marketing. 

SEO and Social Media Competitor Analysis 

There’s also real power in B2B competitor research across both channels. Analysing both at the same time can help you to see whether your competitors are up to date with how to create a coherent multichannel strategy. 

Analysing social content and SEO content being published on social media can help shape how you create and share content. Also exploring the channels that your competitors use can give you a good direction on what might work poorly or what they’re doing poorly. 

This can also give you an insight into whether your competitors have a keyword strategy on both SEO and social media channels. 

What is the Relationship Between Social Media and SEO? 

The relationship between SEO and social media is very much symbiotic. While one can survive without the other, they typically struggle to thrive without the other.

A decent sized ranking factor for Google is trust signals. These are anything that Google sees as proving a brand’s authority in the business world. An example of this is featuring accreditations on your website in copy. Another example is having a strong social media presence with people coming to the site from, say, LinkedIn.

It’s been widely accepted since the rise of social media, that it doesn’t impact SEO rankings and visibility directly. We’re now starting to see this change, rapidly. We’re not saying that getting more social media engagement will impact your SEO rankings and visibility massively but we are saying that trying together your strategies will appease Google’s ranking system.

There are also a lot of localised SEO benefits for boosting your social media presence, particularly on Meta platforms (Facebook and Instagram). Allowing businesses to tie together their Google My Business accounts and Meta accounts boosts the likelihood on both sides to be discovered by new clients looking for a local service provider. Engaging with local audiences on social media can lead to increased visibility and the relevancy of your client base.

Benefits of SEO and Social Media Synergy

• Increased SEO rankings and visibility increases
• Improved social media reach
• Driving traffic to each channel from each channel
• Send trust signals to Google from social platforms
• Each platform informs the other’s keyword strategy 
• Consistent branding, tone of voice and messaging across channels
• Reach new and existing customers at the same time

How to Develop a SEO and Social Media Strategy

Creating an integrated SEO and social media strategy requires thoughtful planning and execution. As discussed, when these two elements work together, they amplify each other’s reach and effectiveness. Our expert teams can revolutionise your B2B multichannel marketing, discuss with us now.

Unified Keyword Research

Start with keyword research that benefits both SEO and social media. Focus on identifying high-traffic search terms that align with your target audience’s interests. Use manual research for conversational keywords and SEMrush for short tail ones and pair those findings with trending tags and topics on social platforms. For example, if “eco-friendly products” is a popular search term, you can also explore data for SustainableLiving or EcoFriendly.

Create Content That Serves Both Channels

Content is the bridge between SEO and social media. Develop blog posts, videos or infographics optimised with your keywords and repurpose them for social platforms. For instance, turn a long-form blog into a series of Instagram carousel posts or share snippets on LinkedIn that link back to your website. This dual-purpose approach ensures both discoverability and engagement.

Leverage Cross-Platform Promotion

Promote your SEO-certified content through social media to drive additional traffic. Share blog links in posts, stories and even ads, ensuring the social captions use compelling copy to encourage clicks. Similarly, embed social media posts into your website to boost page engagement metrics. This cross-platform promotion strengthens the visibility of both channels.

Monitor and Refine with Analytics

Analytics is key to improving your strategy over time. Use tools like Google Analytics to track website traffic from social media sources and vice versa. Check which social posts drive the most clicks or conversions and optimise future content accordingly. Simultaneously, track keyword rankings to adjust your content focus if needed.

By following these steps, you create a seamless loop where SEO drives long-term visibility, and social media fuels immediate engagement. Together, they form a powerful, interconnected strategy to build your brand’s online presence.

Get your brand in front of the right people now.