What kind of data can a search engine collect to better determine the difference between a high-quality, content-oriented webpage and a low-quality site with spun articles and tacky advertisement displayed in every corner of the site, offering no original content?
According to Google, one of the most valuable clues is whether the site gets widely shared on social media, indicating that a site is offering quality content that people love to read and share.
That’s one reason why every major site has added social sharing buttons to their main content. The traffic generated from social media is sizable, especially for sites with a big following, but the traffic generated by the organic SEO gained from this social media presence dwarfs the social traffic by comparison.
What kind of social signals do search engines consider? Links published on social media sites that “go viral” – or get widely liked, shared, and commented on, can have a small impact on a company’s search engine rankings, but companies that consistently post conversation-generating links and commentary will see site-wide ranking improvements.
Try utilizing your social media presence to start a conversation with your customers. Instead of simply posting a link to your latest blog article, write a Facebook intro to the post where you ask some questions. Start a debate. Interact. But above all, don’t talk at your customers, talk with them. This interactive element is key to both social media engagement and to improving your ranking on Google.
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