The Importance of Social Signals for Your Brand’s Online Marketing Strategy

January 22nd, 2013 by | 3 Comments

Image by Gavin Llewellyn

Although link building is still the prevailing strategy for companies trying to raise their search rankings, industry experts are now seeing an increase in the significance of social signals in SEO, particularly because of Google’s Panda and Penguin updates, which penalized practices such as keyword stuffing, the use of link farms and links from irrelevant sites, and other common strategies.

Google has already started to integrate social media elements into its search algorithms in the past couple of years, and studies have shown that social signals such as Facebook and Twitter shares may have a positive impact on search rankings.

Although it’s still unclear as to how much influence social signals have on search rankings, integrating Social Media is now essential to the success of an online marketing initiative.


What are social signals?

Every re-tweet, “like,” or share on Facebook, YouTube, Twitter, Google+, or any other Social Network counts as a “social signal.” In the simplest terms, it’s like a recommendation telling search engines that the content or webpage is something that other users may enjoy.

The more likes and re-shares a webpage or content received, the higher likelihood that it will get assigned a higher value in search engines’ ranking algorithms.

Aside from the potential increase in search rankings, a more direct benefit to having higher re-shares and likes is of the fact that more users will be able to view your content or webpage. This can translate to more high quality visitors, lower bounce rates, and better conversion rates, since a page recommended by a friend or acquaintance will have better mind-share compared to a random site on a search results page.


What’s next?

If you don’t have a profile on the top social network platforms (Facebook, Twitter, LinkedIn, Google+, etc.) creating one should be your top priority. Of course, just creating a profile is not enough – you need to regularly post status updates and publish content on your site’s blog that are relevant to both your line of business and followers’ interests.

You should also find ways to enhance user engagement, and make it easier for your followers to share your content across different social networks.

By integrating social media into your overall online marketing strategy, you’ll not only be able to enhance your brand’s presence in the social media space, but improve your rankings in search results pages.


Reynard Juanir is a full-time writer and editor for a leading Internet Marketing firm. He spends most of his free time on Reddit, watching Anime, and getting bullied by his cats.

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