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Sharing on social media is a mainstay. People love to share quotes, pictures, videos, and articles with each othercanstockphoto19682184. The search engines also love sharing because it creates higher rankings organically.

People share content to fulfill certain psychological needs:

  • Entertainment
  • Self-definition
  • Relationship building
  • Self-fulfillment

Your audience also shares content for a sense of social acceptance. When they see thousands of people of a certain group liking and sharing a post, they will too. It is the “jump on the bandwagon” mentality.

People also share content to nurture relationships or start a discussion. Aesthetics also play a role in why people share so much content. If the content is a meme or infographic, it will be shared if it is visually appealing.

What This Means for You

So how does all this sharing help your website and search engine rankings? Having a lot of social media shares will raise your rankings organically. It is like free advertising as your customers or prospects share your content. It is virtual word of mouth. Followers sharing your content will give you social proof and credibility.

Mark Traphagen, the Senior Director of Online Marketing of Stone Temple Consulting, reported on, that he does not believe that social media is a direct ranking factor, however the increased activity may have a positive effect on the search engine algorithms.


Traphagen analyzed the results of a study to see what made the websites successful. He studied the social shares of each website and reported that 45% had no shares at all, while 66% had less than 300 shares. However, the remaining websites scored high in content sharing.

To be fair, those websites with no social shares lacked social media buttons on their pages. If you have remarkable and valuable content, make it easy on your readers by providing them one-click sharing. Some readers will find a way to share your content if they really like it, but the chances are much lower if you do not provide an easy method to do that.

Knowing your target audience and ideal customer will help you give them content they are likely to share.  This is true only if you know where to find your readers. Depending on your industry and niche, the social platform your audience visits will vary. For example, lawyers and recruiters can be located on Linked In more readily than Pinterest. However, your friend that owns a craft shop will likely spend time on Pinterest and Etsy.

Frequent the specific social platform your prospects are using to build relationships and trust. Your content will be more attractive to these individuals than just a general audience.

A very popular piece of content that will increase your shareability is the How-to. These articles, guides, and e-Books offer a solution to your prospect’s problem. How-to books have been around for a long time and their success is proven.

Look at Dale Carnegie’s book “How to Win Friends and Influence People.” This classic was first published in 1936 and has sold more than 15 million copies. Your How-to article may not be a life-changing book selling millions of copies, but it may be life-changing just the same.

People love to share How-to content with their friends if they believe that by doing so a dilemma can be solved. You need to focus on your target audience’s pain points to create the perfect content piece. You can observe what your prospects are saying by hanging out on their social platform.

To really make your content shareable, remember to stand out from the crowd and deliver solutions.

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