There is no doubt now that your presence on social media affects your ranking in the results pages of search engines. However, what I want to talk about today are the specific mechanisms by which social media influence your SEO.
Instead of a final response from Google we compiled existing research on the role of social media in SEO into three general recommendations. These measures should help your website to harness the power of social marketing, no matter how these markers are weighted in the algorithms.
Step 1 – Increase of social divisions
According to Eric Enge’s, speaking on behalf of Search Engine Watch, shares, social signals are important:
“Like, 1 s, and social ties are also signals that affect their use by search engines.
By “important,” Enge means that there are social signals, such as Face book “Like”, Twitter “tweets” and Google “s 1” – who still have serious weaknesses.
First, they can be “gamed”. A glance at sites like Fiverr shows the growth of providers that offer to automatically send these social signals in exchange for a small fee. If the rankings in the SERPs were exclusively determined by the number of social signals sent, the highest positions in the search results are all held by people who have invested the largest budgets in social influence.
At the same time, these social cues are not representative of the behavior as a whole. Although nearly half of those in the U.S. use Face book, only 4.8% of the population may be considered “active users” of social networks (according to a study cited by Enge). Set the SERPs based on behavior of such a small percentage of the population is not something that Google will consider, with the objective to provide the best search results possible for everyone (not just for a small group of active users).
But despite these limitations, there is no doubt that social cues such as these play a small role in the SERPs ranking for both Google and Bing both confirmed practice from December 2010. In an interview with Search Engine Land by Danny Sullivan, representatives from both engines have provided the following responses to a question about whether their algorithms assigned a value relative to the authority of Twitter users and the links they shared in their tweets:
“We pay attention to the social reputation of a user. We look at how many people you follow, how you follow, and this can add some weight to an advertisement in search results.”
And for Google:
“Yes, we use [tweeted links and RTs] social cues. They are used in our organic rankings. We also use it to improve our new scoring how many people shared an article.”
Social cues are important in terms of SEO, but they are not strong enough to justify the “forcing” Artificial your Facebook “Like”, Twitter “tweets” and Google “s one.” Instead, give your readers a link with the social tools to make sharing your content easier and encourage them to share articles on community sites should be sufficient to grow your social profile of a effective and sustainable manner.
Step 2 – Expand your audience to build your reputation
When looking at how your social presence influences the SEO of your website, increase your social total number of shares is only part of the whole. In fact, using the power of social networking sites to build your brand and increase the perception of your authority is a way to take advantage of these community sites.
As Google and Bing alluded above, the relative authority of social network users is reflected in the ranking algorithms along with the total number of shares that each site receives.
Of course, the value of a well established brand is not limited to how it can influence its ranking in search engines. From a business perspective, you will enjoy to increase your sales and influence more people by placing you as a leader in your field rather than being an anonymous blogger …
So how will you build your reputation? The famous blogger Chris Garrett offers this ideal to consider how your digital presence must be built:
In this digital age, it is important to remember that everything you say and do contributes to overall perception people have of you.
Imagine you have created a corporate blog and actively participated in community discussions on Twitter and Facebook, where you are considered a figure deemed. Now imagine that these community members do a Google search on your behalf and that alongside these resources carefully cultivated appears an unfortunate “What happens in the locker room, stays in the locker room”: a photo album on Flickr compromising appears. What do you think that this will lead to your overall image and reputation?
To cultivate a truly effective online presence to improve your business results and your natural search rankings, invest time in all the items shown above is required to present an image that you want to associate with your brand.
Step 3 – Share with known users
Finally, while social networking can be extremely useful in terms of building your own reputation within your industry, an even more powerful to use social networks of a SEO point of view is the “piggy back “of the reputation of others.
Social networking sites provide an unprecedented opportunity to connect with opinion leaders in your industry – something that could never happen even a few years ago, when industry-specific celebrities was considered remote and inaccessible.
But the connection with these users may be deemed to have significant value to your business and your personal growth, get this “power figures” by associating with these leaders and share your content on social networking sites can provide an advantage even largest in the ranking of your site. In the article Eric Enge noted earlier, the author goes on to say:
“If you want to be a acteurimportant in your industry, social media should be an important part of your mix. However, obtaining an authoritative person in your space to share your content will probably be a great victory, and this is a great goal for your social campaigns. ”
For this reason, it’s a great idea of using social sites to reach and connect with renowned figures in your business. Does not require them to share your content right away, but rather allow them to develop these relationships over time. Some of these users can be considered will place a link to your site, representing a huge impact for SEO.