Social signals refer to a website’s collective shares, likes and overall social media visibility as perceived by search engines. Many experts, including Google’s own Matt Cutts, have gone on record as saying that social signals have no effect on a website’s ranking. However, we beg to differ. We believe that the more mentions of your brand online the more it will ultimately improve your website ranking. Social signals and website ranking are interrelated even if not directly.
Search engines like Google don’t rank social media posts like they do web pages. Social signals, however, do matter. On your social media pages, you link to your blog posts and content pages. You also link to products and services. You get organic traffic from your social media profiles. Social signals include mentions and traffic. Social signals and website ranking are therefore indirectly related. You will improve your website ranking by being active on social media but not in the same way as you are by writing a blog post using keywords. Search engines largely ignore social signals themselves. However, they do not ignore the traffic they generate.
A search engine’s primary aim is to provide high-quality, relevant content to users. Search engines gauge quality in large part by how frequently a URL is seen throughout the web. As more web communication is seen throughout the web and, as more web communications have moved through social media, Google and other providers are indirectly using social signals to rank web pages more often.
Google has a partnership with Twitter and it has its own social media network in Google+. We believe that relevant social signals can help your website ranking including: numbers of tweets and retweets as well as the popularity of the people following you, Facebook shares, Google+ 1s, and mentions on Reddit, StumbleUpon, and Tumblr.
Why? Increased social signals indicate a good domain authority and demonstrate the value of the URL. When large numbers of users share and like a page, it indicates that the page is genuine and contains substantive and entertaining content. Search engines can lag behind lightning fast trends in the social media universe so you’ve got to tap into the social media buzz when it’s hot whether Google cares about it yet or not.
To increase your social signals, you should have a comprehensive social media strategy. We believe good social signals along with a good SEO strategies will increase your website ranking. You must have quality content to succeed in both areas. On your social media sites, if possible you will want to post daily. We understand that you won’t be linking to your website daily nor should you. You need to create content that is interesting to your followers.
You need to work your SEO and your social signals separately. Social signals and website rankings are a relationship that is still poorly understood. However, the takeaway is that you need to be active on social media and you need to have high quality, SEO content on your website.
We want to provide you with the information that you need to concentrate on all areas of digital marketing to be successful with search engines. Social signals may not directly increase your website rankings. However, social signals will help get you more organic traffic which will show your domain’s authority and impress the search engines.
For more information on this topic, please stay tuned to our blog. We’ll definitely discuss it more in-depth because the relationship between social signals and website ranking is constantly changing.