Hello Reader,

I remember when social media jobs first hit the scene.

Facebook made its debut my freshman year of college, and by the time I graduated, there were lots of job posts for social media managers, content creators and consultants.

Those jobs quickly became the butt of many jokes.

People wrote them off as "millennial jobs," held by people who just wanted to scroll on their phones and chat with their friends all day.

There's still some of this prejudice out there, but thankfully most companies that aren't totally fossilized realize that a good social media team is one of the most powerful assets for a marketing strategy.

In the marketing agencies I worked in, the social media team was often siloed from the other "more real" channel teams, like SEO, paid search, and content.

But ultimately, social media teams share the same mission as those of us in SEO and content marketing:

Their job is to make sure the right content ends up in front of the right people in the right place.

SEO has morphed and changed a lot over the last few months (or decades), and among the more recent changes is a rise in the importance of the social media and brand presence.

There are a number of reasons for this.

💪🏻 Social media impacts brand authority, which is essential for any SEO strategy. More social media presence means more backlinks, which will boost your domain authority and signal to search engines that you are trustworthy. Organic traffic follows.

😅 Social media helps you overcome the competition. It's no secret that the SEO game is harder now in 2025 than it ever has been before. You can count on less traffic, generally, from organic searches on Google, thanks to this increased competition and the dilution of traditional SERPs with AIOs. There is no better channel I can think of to replace that traffic than social media.

🔍 Social media is ever-present in SERPs. Search anything on Google these days, and you're likely to see Reddit threads, TikTok and YouTube videos, a few LinkedIn articles, and a few relevant Instagram posts. These are ranked above the top-ranking web pages. Soi if you really want to be at the "top of the rankings," you need to be at the top of social streams, too.

🧠 Social media is SEO. As I stated in a recent LinkedIn post, SEO is NOT just about Google. Anything that has a search bar has an algorithm that can be tapped into for visibility gains. That means every social media expert who studies the algorithms of the various programs is, in effect, and SEO expert.

👆🏻 This is why, when I do group SEO training for businesses, I encourage them to include their social media team members in the training.

Equipping your social media team with an understanding of the fundamentals of search is like strapping a jet-pack to their back. 🚀🧑🏻‍🚀

The same can be said for helping SEO experts who study algorithms beyond Google --- we are the ones who can adapt best in this constantly shifting industry.

🤔 How well do your SEO and social teams work together? Or are they just one person?

🤔 Are there any particular social media algorithms you'd like me to explore in a free webinar? Youtube? TikTok? Insta?

Hit reply and let me know.

- Liam