Out of the Nth times you must have Googled, have you ever stopped and wondered who decides the priority of the results? What should come on top and what should go down? How do you really decide relevancy and intent of a search query in this digital world full of noise?
Our search engines have come a long way – from the simple binary search algorithms a decade ago to the complex math machines that they are today. All search engines take a variety of factors like back links, content of the page and meta tags etc. to make decisions. But social signals is one factor that has risen up in the recent years with the advent of hundreds of social media platforms is – “Are any of your friends searching for the same thing, and they find any specific result useful?” Basically, search engines now assume that if you search for something, the relevancy of what your friends think about that topic should also be high! And if a link has been shared in social circles, it gets more and more importance, because well, humans think the link is good. This is insto presto crowd sourced SEO algorithm via social signals!
Let’s get into details:
- Google +: With Google entering the social networking arena itself, the +1 button reaches new areas. Which basically means that the content recommended by your friends is higher as compared to links and data that come from strangers!
- Panda update - Rise of the brands: After the recent Panda update, Google has started giving relevance to a domain’s brand
authority in totality. This means that if you have a lot of pages on your site, but very little 3rd party branding in form of social media platforms, you are screwed!
- Twitter and Facebook posts with links?: If a link has been retweeted or shared many times, that link will automatically become more important in the search engine’s algorithms.
- But what about the no-follow tag?: You should know that most social media platforms put a no-follow tag to their links i.e. they stop search engines from seeing through that link! But in terms of social media links, some juice still seeps through and also increases your authority!
- Author authority via social media?: Where the link is coming from also matters, actually. So if the same link is let’s say re-tweeted by a popular account like @fakingnews and by you – search engines will see through this trust and authority and give importance to @fakingnews.
How much does it actually matter?
On this, the experts differ! Search Engine Optimisation is not an exact science, and some experts even say that social signals yet do not play a part in the game. But as a marketer, just make this a part of your social philosophy, since you have nothing to lose!
What can you do?
Considering all the points in mind, you should create profiles on all important social media platforms for your brand, stay active there by interacting and posting good quality content. And do not forget to give link backs to your domain if you are creating the content!