Why Social Media Matters in SEO
When people want to know more about a product or service, they don’t reach out for the yellow pages anymore. Instead, they just log on to their computers or whip out their smartphones to do a quick Google search.
Business owners have known this fact for years, and many have put up a company website to establish and build their online presence. Just because you have a website, though, it does not mean that searchers will easily find you—you have to be near the top of the results page to capture potential clients’ attention.
For a long time, search engine optimisation companies have allowed businesses to gain maximum visibility in web searches. However, Google—by far the leading search engine in the country—has updated its algorithm to help users find better, more relevant results, and one of the big changes they’ve implemented is incorporating social media into page rankings.
The number of likes, comments and shares your business gets in social media platforms is quite like backlinks—they’re vouchers of your website’s credibility and authority. Unlike backlinks though, social media signals are much harder to manipulate because they happen more organically. That is, you can’t force people to “like” your Facebook page or post positive comments about your company if they’re unsatisfied with your service. As such, Google takes social media as a more reliable gauge of a business’ credibility.