For years, marketers have treated social media and Search Engine Optimization (SEO) as separate disciplines. We manage our social channels in one silo and our SEO strategy in another, leaving immense opportunity on the table. In the new age of AI-driven search, where Google’s AI Overviews can answer a query before a user ever clicks a link, this disconnect is no longer just a missed opportunity—it’s a strategic vulnerability.
The solution isn’t to double down on old tactics. It’s to adopt a new philosophy: a Human-First Mandate. This is a strategic framework for aligning social media and SEO to build authentic authority and trustworthiness that resonates with both people and algorithms, as outlined in Google’s own guidelines on helpful, people-first content.
The Philosophy Shift: From B2B/B2C to Business-to-Human (B2H)
In a recent conversation on The SEO Insighter Podcast, Kelley Myers, Head of Brand, Social, and Influencer at Autodesk, shared a profound insight: we need to move beyond the traditional models of B2B or B2C marketing and embrace a “Business-to-Human” (B2H) approach.
At the end of the day, even in B2B transactions, decisions are made by individuals with unique needs, emotions, and motivations. As Kelley wisely pointed out, we are all people. This is a truth I see in my own business daily. Clients don’t hire Boulder SEO Marketing (the AI SEO agency I founded a while back), the corporate entity; they hire the people behind it—the strategists they meet on calls and the experts they trust to guide them.
Adopting a B2H mindset means focusing on genuine connection and personal resonance. It’s about building the trust that forms the very foundation of Google’s E-E-A-T framework.
Watch the full conversation with Kelley Myers on The SEO Insighter Podcast:
How Social Media Engagement Actually Affects SEO
While Google has stated that social signals like likes and shares are not a direct ranking factor, their indirect power is undeniable. A successful B2H social strategy is one of the most effective ways to generate the signals that Google does value.
Driving Brand Signals and Authority
A strong, consistent social media presence makes your brand more recognizable. When users see your active, professional profiles alongside your website in search results, it reinforces your credibility and authority, making them more likely to click on your domain.
Content Amplification and Backlink Generation
Think of social media as the ultimate amplifier for your SEO content. Sharing your articles and guides on platforms like LinkedIn and X (formerly Twitter) gets them in front of a wider audience, dramatically increasing the chances that journalists, bloggers, and other industry leaders will see your content, value it, and link to it from their own authoritative sites. These natural backlinks are a cornerstone of any successful SEO campaign.
Boosting Relevant Website Traffic
Social media is a powerful channel for driving qualified, engaged traffic directly to your most important SEO content. This traffic signals to Google that your content is valuable and relevant, which can positively influence user engagement metrics that search engines may consider when evaluating your page.
A Practical Playbook for Building E-E-A-T with Social Media
Adopting a B2H philosophy is the “why”; these tactics are the “how.” Here’s a practical playbook for using social media to build tangible E-E-A-T signals.
Showcase Real Experience: The “Avis Damage Scam” Case Study
Recently, I had a frustrating experience with a rental car company that I felt was a scam. Rather than just complain, I documented the experience in a detailed, authentic post on LinkedIn entitled Avis Rental Car Damage Scam – My Personal Nightmare & How to Protect Yourself. I used AI to help structure the narrative, but the core of the post was my real, first-hand experience.
I kid you not; within 24 hours, the post was ranking at the top of Google for its primary keyword. Why? Because it was a real story that demonstrated genuine experience and resonated with hundreds of others who had faced similar situations. This is E-E-A-T in action: using social proof to validate your expertise and build trust.
Advanced Social Media Optimization (SMO) for SEO
Beyond just optimizing your profile bio with keywords and links, a truly advanced strategy involves using native platform features to your advantage. As Kelley Myers noted, social platforms want to keep users on their app. They often reward content that uses their built-in tools. For example, using a platform’s native captioning feature for a video, rather than burning in your own captions before uploading, can improve that video’s algorithmic visibility and reach on the platform itself.
Aligning Your Content and Keyword Strategies
Your SEO keyword research should directly inform your social media calendar. Use primary and supporting keywords in your social media posts, profile descriptions, and as hashtags. This creates a cohesive content ecosystem where your social presence directly supports and reinforces the topics you want to own in search.
Navigating the New AI Landscape
AI presents both a challenge and an opportunity for social and search strategists.
Using AI as a Strategic Tool
As an AI SEO consultant, I see firsthand how Generative AI can be an incredible assistant for brainstorming social media campaigns, drafting posts, and repurposing long-form articles into social-friendly formats like carousels and video scripts. The key is to use it as a tool to amplify your own expertise, not replace it.
Adapting Social Strategy for AI Overviews
The rise of “zero-click searches,” where users get their answers from an AI Overview without clicking a link, is a real threat to website traffic. This makes your social media channels more important than ever. Focus on using social media for direct engagement and community building—creating a space for your audience that exists independently of search. Build a loyal following that comes to you directly, not just through Google.
Conclusion
The lines between social media and SEO are blurring into a single, integrated digital experience. The brands that will win in this new era are those that abandon silos and adopt a human-first strategy. By focusing on the B2H mindset, using social media to build authentic E-E-A-T, and strategically adapting to the new realities of AI, you can create a powerful, cohesive online presence. The key is to remain in a “seat of curiosity and openness,” ready to pivot and adapt to what’s next. To help you master these new strategies, I invite you to join our upcoming, complimentary, AI SEO course, where we dive deep into the playbook for ranking in the age of AI Overviews.