As we all know, Google and Bing have confirmed the undeniable influence of social ties over the rankings in the search engine. This was later confirmed by SEOmoz, and in particular Jen, with an amazing case study “The Effect of Tweet’s on the ratings”.
We all know that social connections are strong enough and have heard terms such as social status, credibility of the user and the frequency of tweets, but what does all this mean in practical terms to increase search engine rankings?
Both – Bing and Google, confirmed that they take into account the credibility of the personality when considering social ties. Therefore, we must either become authoritative Twitter users if in possession of a lot of online time presence or otherwise force users with high authority to link to our tweets and retweet. Let us consider both cases:
- In order to become an authoritative Twitter user is necessary to ensure a lasting and significant online presence. It can be quite difficult to implement for most people.
One way is to create videos about your chosen niche and develop personal relationships with people. The man who became a figure of great authority in such a way is the unique and inimitable Gary Veynerchuk or Garyvee, as we know him on Twittersphere.
- If we consider the attempt to raise our credibility on Twitter, directly linking it with the great authority of the user, we need to think about what makes their tweets so that they are tweeted and retweeted, and again tweeted.
This process, in an attempt to get highly distinguished Twitter users to share our links, is similar to the construction of backlinks from authoritative sites. Instead of creating a “linkable” content, we should think about creating a “LIKE-ABLE” and “TWITT-ABLE” content.
This can be text, video, articles, info graphics, comics, literally anything you can imagine from what people will find “LIKE-able”, and will tweet and retweet about it. An example of this can be found at Oli Gardner from Unbounce. He recently wrote a post on Youmoz, thanks to an incredibly huge info graphics illustrating the plan for six months of online marketing.
This infographic is so entertaining and interesting that the next thing we found out is that the references to Unbounce and the infographic, being twittered and retwittered by people, flooded the whole Twitter. This is a classic example of creating content that people will consider “Like” and “Tweet”.
I have spoken with many people with regard to social networks and search engines that use social data for the rankings. Many people seem to reject this and say that what I am thinking about is an additional factor in the search. I frankly think: since search engines are beginning to attach greater weight to social data, it will destroy the SEO-industry.
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It’s funny, because over time, search engines are becoming more and more sophisticated, but it seems as if they have reached the point where they ask us what should be evaluated. They begin evaluating your search results. With social data and the stream of clicks they ask the masses what is important and give more weight to sites that most people call favorites.
This could have big implications for all Internet marketing and SEO-disciplines.
In the past, online marketers and webmasters tried to master the art of creating a well-optimized content focused on keywords. There were numerous debates about keyword density and location of keywords in the text.
As we move to a social era, internet marketers and webmasters will start to create a compelling interactive content. Instead of keywords, with an eye on people, will be considered ways to encourage readers to share and endorse their content. There will be debates and research around the best location for the button “Like” and icon “Tweet This”. SEO-optimisers will speak about the best content to encourage people to share and interact with them socially. Will this be text? Or video? Or, perhaps, infographics.
In the past linkbuilding (building referential mass) was the currency of SEO, and to a great extent this is still true. Promotion of «Likes», «Shares» and «Tweets» only begins to approach in order to establish itself as the currency of SEO. Previously, people have developed comprehensive campaigns to attract links in order to squeeze as much juice out of quality links.
There are SEO-tools that were used on the open spaces of the whole Internet to analyze and compare the links of the competitors. Since search engines are beginning to ask the masses how to rank sites, people will begin to develop a strategy around getting readers to vote for their main sites, which will contain «Likes», «Shares» and «Tweets».
The significant difference here is the fact that you focus on different people. The strategy of linkbuilding is intended for other webmasters, and gives hope to create high quality backlinks to their site on yours. These new social policies are aimed at the masses and, basically, now from all, whether they have a loud or random internet name, the Internet browser has the ability to choose – is or is not the site worthy of the high rankings in the search engine.
We will see a whole range of new and established creative social policies, as more weight is given to these social factors by search engines.
We can see how search engines continue to evolve and change. Our responsibility as SEO-optimizers and internet marketers – to stay on top and at the forefront of what they do to optimize your site for high rankings. It is important to remember to be flexible and constantly try new ideas, because as soon as you stop this cruel industry, you hopelessly lag behind.