Everything points to yes. Since its appearance, social networks have been a very important channel for connecting companies and customers, mainly because these channels have the ones that merchants have wanted for years: real-time and direct contact with customers and potential customers.
With the passage of time, they were taking more space within the communication strategies of the brands and now, without fear of being wrong, they are showing signs that they have a leading role when it comes to positioning a website.
Yes, there are many specialists who may not agree with my statements, because in fact, Google itself has set a position on this matter.
Clearly Matt Cutts sets a position regarding the question that many SEO Masters have asked themselves , and also explains the reasons why Google does not consider social signals as an important factor to rank.
But, let’s see, when did Google reveal its latest letter up its sleeve? Never!
Apart from the 200 aspects to position in the search engines that we all dominate and that has been revealed by Google hundreds of times, there are no official sources in the giant’s channels that reveal the true aspects to position in this important search engine.
Everything has always been about great experiments that result and have helped thousands of websites to rank.
So, not because Google has repeated a NO in response to the incessant question that we who work daily to position ourselves ask ourselves, it does not mean that in reality social signals are not a determining factor for the ranking.
And even more so when, for example, other search engines, such as Bing , determine social signals as an important factor for the ranking, a search engine that in 2017 also had 24% of the quota in the United States.
So, are social signals or not a determining factor for SEO ? Everything points to yes. But first let’s review the term.
What are social signals?
You could say that social signals are the commitment that the audience shows with your brand or content from Social Networks . Among all the marketing metrics you can manage, you should pay special attention to this end to Like, Comments, Retuit (in the case of Twitter), Pines (in the case of Pinterest ), and ultimately, any clue that shows the interactions that increase the level of audience engagement with your business.
Basically for Bing, the more followers and engagement community brands get, the greater the opportunity to rank. Is it the same for Google? Google’s position on this will always be a mystery.
However, for Google, the issue of quality and relevance is an important factor in ranking and earning a good place in search results.
And if you think about it, any social channel that has a search engine is an opportunity to gain visibility. The aforementioned social networks have their own search engine.
If you saw the second video above complete, you will have understood that Google treats Social Networks as one more page. Each post, tweet, video posted on YouTube, etc., is a page that Google can crawl and index, in case access is not blocked.
Perhaps for that reason, social media began to earn its own place in search results. You can search practically anything, and in the end, if Google feels it convenient, it will show you a page on social networks.
How do social cues affect SEO?
What happens with social signals and SEO, is that there is a correlation between social audience engagement and positioning, because the more Like, Retuits and Pines get the posts, the more likely you are to generate traffic to your website and As that happens, the more positive signals you send to search engines regarding the quality and relevance of the content.
And in short, social signals may not be a determining factor to classify in Google, but Social Networks are designed to move masses, masses that by the way can leave hundreds or thousands of reactions registered on the network, a network that in turn is being evaluated and tracked by Google to determine how relevant a website is.
So it’s true that, for now at least, we don’t know exactly what role social cues play in Google’s rankings and the impact on SEO. However, it is also true that if you manage to generate noise from your social platforms, you could add points for SEO.
On the other hand, Bing already stated that it is important for him to classify and as for Google, we can recap:
In the second video shared at the start of this post, Matt Cutts claims that Twitter and Facebook social cues are considered to rank. Then, in 2014, he made another video to flatly deny that they consider social signals to classify as contradictory, right?
What happened in that span of time is that Twitter temporarily blocked the access of the crawlers, so Google again changed its stance stating that it cannot deliver a value or pagerank to a site that it cannot enter. For this reason, it stopped evaluating the social signals of the platforms, which at that time were the most positioned: Facebook and Twitter. After this incident something even more interesting happened: Google and Twitter make alliances.
How can you take advantage of the union for SEO?
Before answering the question, let’s put ourselves in context:
Twitter once had maximum control over a fairly strong user base. With the passage of time it was losing weight. In 2013, 46% of users went to Twitter daily, a year later that number dropped to 36%.
And now it only dominates 19% of the market share. Not bad, but if we compare it to Facebook, they are not the best numbers.
On the other hand, the qualities of Twitter at present have caused it to become an important channel to keep abreast of current news; information in real time is its greatest virtue.
For its part, Google gives us another lesson on how to work towards user satisfaction.
With this alliance a win-win relationship is created: the domain of Twitter is shown in the search results and the more visitors and users are making life within the platform, the more advertising revenue goes to the blue bird and therefore, more authority for the platform
Google, meanwhile, gives current information to its users.