Do social media signals have a direct impact on search rankings? The truth: it doesn’t really matter.
The reality is that social media plays a big role in helping companies get their content in front of a larger audience. That leads to many things that benefit SEO, including more backlinks, improved engagement signals, and more owned SERP real estate for branded queries.
Additionally, understanding both SEO and social media marketing helps companies perform better on both channels. Audience research on social helps you create more targeted content. SEO research helps you understand what your social audience wants to read.
The bottom line...