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There do seem to be a lot of benefits and nuances of using social media to enhance your SEO campaign ROI, although in most cases it won’t directly affect your rankings. Google admitted that social media signals aren't a direct ranking factor for some brands on Google. There are many ways your social presence helps your website’s SEO efforts:. Social media drives referral traffic to your site. It signals to search engines that your site is providing valuable content that the users want to engage with.