The Influence of Social Media on Local SEO Rankings: What You Need to Know
Many small business owners in Malaysia assume that simply being active on social media — posting product photos on Instagram, sharing promotions on Facebook, or making short videos on TikTok — is enough to climb Google's local search rankings. The truth is, this assumption is not entirely accurate. Social media does play a role in your digital marketing ecosystem, but it is not the primary factor that determines your business's position in Google Search and Google Maps. This article will explain exactly how social media truly influences local SEO rankings, and why your Google Business Profile (GBP) is far more important than the number of likes or followers you have.
Does Social Media Directly Influence Local SEO Rankings?
The short answer: not directly. Google has never officially confirmed that social media activity — such as follower counts, likes, or shared content — will directly improve your position in local search results. Although there is ongoing discussion within the SEO community about "social signals," strong empirical evidence remains limited.
What matters more are signals that come from within Google's own ecosystem. According to research by Moz (2023), Google Business Profile signals contribute as much as 36% of local pack ranking factors — making it the single most influential factor in determining your local business ranking. This far outweighs any social media activity you carry out outside of Google's platform.
This means that if your GBP is incomplete, outdated, or unoptimised, your social media strategy — no matter how active — will not deliver optimal results from a local SEO standpoint.
What Does Google Actually Prioritise in Local SEO?
Google evaluates local businesses based on three main pillars: relevance, distance, and prominence. For most small businesses in Malaysia, the "prominence" factor is the easiest one to improve — and GBP is the primary tool to do so.
Google (2024) itself affirms that complete and accurate GBP information improves rankings in local search. This includes your business name, address, phone number, operating hours, business category, photos, and business description.
On top of that, customer reviews on Google also play a big role. Data from BrightLocal (2024) shows that 87% of consumers used Google to evaluate local businesses in 2023. This means your online reputation on Google is far more effective than your popularity on Instagram or Facebook.
To better understand the differences between local SEO and regular organic SEO strategy, you can refer to our article: Organic SEO vs Local SEO — The Difference and When to Focus on Which.
The Real Role of Social Media in Your Digital Marketing Strategy
Although social media does not directly influence local SEO, it still holds valuable contributions within your overall digital marketing strategy. Here is how social media can contribute indirectly:
1. Driving traffic to your website Links from social media can bring more visitors to your website. While this is not a direct signal to Google Local, it does increase your overall brand visibility.
2. Building brand awareness When customers get to know your brand through social media, they are more likely to search for your business name specifically on Google — and these branded searches can contribute to your prominence.
3. Encouraging Google reviews You can use social media platforms to ask loyal customers to leave reviews on Google. A high volume of positive Google reviews is a ranking factor confirmed by Google itself.
4. Social media content as a source of backlinks If your content is widely shared and linked to by other websites, those backlinks can contribute to your website's domain authority — which indirectly helps your overall SEO.
That said, all these indirect contributions will only be fully effective once your digital foundation — that is, your GBP — has been properly optimised.
Common Mistakes Malaysian Business Owners Make in Their Local SEO Approach
There are several mistakes frequently made by SME owners in Malaysia when they focus their attention on social media while neglecting their GBP:
Neglecting the business description in GBP The business description is among the most commonly overlooked signals by Malaysian business owners. Many leave this field empty, when in fact it is an opportunity to tell both Google and customers what your business offers, the areas you serve, and your unique advantages.
Not updating operating hours Imagine a customer searching for a nearby restaurant that is open on Sunday, but your GBP has no operating hours information. Google may not show your business in the relevant search results, even if you are active every day on social media.
Insufficient photos in GBP Quality photos in your GBP not only attract customer attention — they also serve as a signal that your business is active and legitimate. Businesses with complete photo galleries tend to receive more clicks in local search results.
Unclaimed GBP profile This is the most fundamental mistake — some businesses have yet to claim their own GBP profile. Without doing so, you have absolutely no control over the information displayed to customers.
To understand why GBP is the most critical platform compared to other directories, do read our comparison: GBP vs Bing Places vs Apple Maps — Which Matters for Malaysia?.
How to Optimise Your GBP Before Focusing on Social Media
Before you invest time and money into a more aggressive social media strategy, make sure your GBP foundation is solid. Here is a quick checklist:
✅ Claim and verify your GBP profile Make sure you are the verified owner of your business's GBP profile. This is the first step that must be done without fail.
✅ Complete all basic information Business name, address, phone number, website, primary category, and secondary categories — all of these must be filled in accurately and consistently.
✅ Write a complete business description Use the 750-character space provided by Google to explain your business, the products or services you offer, and the areas you serve. Include relevant keywords naturally.
✅ Upload quality photos At least 5 to 10 photos of your business — including exterior, interior, products, and team — should be uploaded and updated on a regular basis.
✅ Set accurate operating hours Make sure your operating hours are always kept up to date, including special hours for public holidays.
✅ Encourage and respond to customer reviews Ask satisfied customers to leave a Google review, and always respond to every review — whether positive or negative.
✅ Make use of the Google Posts feature Share promotions, events, or the latest updates through the Google Posts feature in your GBP. This signals to Google that your profile is active.
An Integrated Strategy: Combine Social Media with an Optimised GBP
The most effective approach is not choosing between social media or GBP — but using both in an integrated manner. Here is how to do it:
- Use social media to direct customers to your GBP — add your Google Maps link in your Instagram or Facebook bio.
- Share Google reviews on social media — screenshot positive reviews and share them as social content. This encourages more customers to leave reviews.
- Keep information consistent — make sure the business name, phone number, and address displayed on social media are the same as the information in your GBP. Inconsistencies can affect Google's trust in your business.
- Use location hashtags — when you post on Instagram or Facebook, use relevant location hashtags (e.g.: #KLFoodie, #JohorBahruBusiness) to increase local awareness.
- Schedule social media campaigns in line with Google Posts — when you launch a promotion, make sure it is updated in your GBP at the same time as your social media posting.
Conclusion: A GBP Audit Is the First Step You Cannot Afford to Skip
Social media is a valuable marketing tool, but it is not a substitute for a well-optimised Google Business Profile. If you want your business to appear at the top of Google's local search results, the foundation you need to strengthen first is your GBP — not your Instagram follower count.
GBP signals contribute 36% of local pack ranking factors according to Moz (2023), and with 87% of consumers using Google to evaluate local businesses, the opportunity cost of an unoptimised GBP is simply too high to ignore.
The first step you should take today is to run a thorough GBP audit — to find out what needs to be improved before your social media strategy can truly make an impact.
Start your free GBP audit now at gbpauditlab.com — and discover the gaps in your business profile that may be causing you to lose local customers every single day.