Published on May 25th, 2012 | by Aliosha Kasin0
Google and Bing Considering Social Signals as Potential Influencers on Online Marketing Efforts
There is no denying the fact that both the major search engines; Google and Bing consider social media signals as effective influencers on the ranking of a website. initially, both the search engines considered these factors discreetly, however, at later stages they made the importance of social media in eyes of search engines official.
Google and Bing both give importance to the links shared on Facebook and Twitter. Like the PPC management service, many questions were asked by the webmasters regarding the nature of the impact of these social signals. The lines below give the major questions asked by webmasters, the replies by search engines, and the details that could be inferred.
If an article is referenced or retweeted on Twitter, then is it considered as a social signal, even if the article does not result in any sort of links?
Bing- It looks at the social authority of the user. It weighs how many people does the user follow, and how many people follow the user, and then decides whether the retweet of the user will have any impact on the search result or not.
Google- The might search engine does consider sharing on twitter as a signal and it impacts the news and organic ranking of Google.
Is the authority of a person who tweets calculated?
Bing- Yes, every person who makes a tweet, his or her authority is calculated, and major public figures are known as of who they are.
Google- The author authority is also calculated by Google, however, it does not value public figures.
Does the weight-age of link vary depending upon the person who tweets it?
Bing- Yes, Bing does consider the person tweeting a link, while assigning weight to the link.
Google- The author’s authority and the person sharing the link are also considered by Google while assigning ranking to a specific link.
The answers to aforementioned questions show that the two search engines do care about social signals. The lines below give a few guesses about the social signals, which both the search engines consider in online marketing efforts.
Diversity in Sources- The search engines value a single link tweeted from 50 different accounts compared to 50links tweeted from the same account.
Timing- Sharing or tweeting old pieces of information is regarded as more worthy by search engines compared to sharing of a new thing.
Surrounding Content- The message that is there with the link can also help in sending signal to search engine about the relevance of the content, especially on twitter.
Engagement Level- It is another that might be considered by search engines in assigning weight to a link. The factors such as the retweets, likes, and the number of clicks a link received can be added to its credibility.
Quality of Followers/Friends- Every social media optimization company should know that search engines value the quality of followers/friends. If the accounts are fake or inauthentic, the search engines filter them and penalize accordingly.
In short, social media has become an integral part of online marketing. With search engines considering the social signals, any business that does not give social media attention its worthy of, is definitely at loss.