What is social media in SEO?
The use of social signals means that companies that have social networking sites but haven’t been actively using them need to pump up their online activity. Since Google recently moved their social search results from the bottom of the page to the main body of search results, having an active social media campaign is more important than ever.
All SEO and other marketing professionals need to have a robust social media marketing program as it makes sense for their clients/company. They need to be producing quality content that followers/Fans are going to want to share and republish. It’s not enough to remind people of the company’s existence, social media marketing has to give users a reason to connect and engage. The better a brand reaches our across its social networking profiles, the more links are going to be generated, the better authority it is going to build for itself and the more likely the brand is to rank well.
It’s important to remember that social media and social signals are not the magic bullet to boosting a site’s rank. It’s only one more piece of the ever-expanding puzzle that determines a site’s importance and relevancy. That’s why companies can’t sacrifice their offline and other online marketing techniques in favor of social networking. Marketing campaigns need to be diversified so that is one section takes a hit, the others can pick up the slack (The recent Google update that took on content farms, for example). A well-defined and blended approach helps a company from all angles, steadily increasing its perceived value.
And it’s inevitable that because Google declared social signals to be a contributing factor of their algorithm, the spammers and black hat SEO practitioners are going to try to find a way to game the system. Just like content farms cluttered Google’s search results, it shouldn’t be surprising to see social search spam trying to take over. It’s already evident when companies create generic profiles to follow themselves in an effort to boost their follower/Fan numbers. That’s why Google is trying to incorporate author authority into the mix, to weed out those fake online personalities that exist just to endorse a brand/company. Companies should focus on attracting real, human followers to help promote and spread their messaging. Connecting with industry authorities lend credibility, both in the eyes of the search engines and consumers.