The importance of social media in SEO

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Of all the factors analyzed, this is the only one that does not take into account the users themselves, but rather is in Google's own interest.

Without a doubt, the correlation between social signals and good rankings is incredibly high . This was true in 2013 and it is still true now. Recommendations and similar social signals lead to good rankings in Google.

While Google+ has a greater weight in ranking compared to any other single social signal, the sum of Facebook's factors (Facebook Total = likes, shares and comments) still gives it the advantage. Note how the results that occupy the top positions on Google's search pages are also the ones that have the most signals from Facebook.



This does not necessarily mean that the more likes we have, the better our ranking netherlands phone number example will be. The correlation between these factors does not imply a causal relationship between them. However, the best positioned pages in Google generally have a high number of social signals. In other words, well-positioned pages have many likes, shares, tweets, +1s and pins.

These results are more than a coincidence, and we know that Google uses them as a metric to determine whether a piece of content is good or not. If a piece of content is shared many times on social media, that draws Google's attention to the fact that it may be very good content, but this does not guarantee the page's ranking, as it is only one of the hundreds of factors at play.





Something similar happens with Twitter and Pinterest, which, although they do not have as much impact, have also seen notable growth in importance compared to last year.

Summarizing
Social signals are factors that have a strong correlation with good rankings in Google's search results pages. These correlations have been seen more strongly this year, but as the total number of social signals continues to increase, there will be fewer and fewer differences between rankings in search results pages.

The question of whether social media directly affects ranking still persists. Google has emphasized on more than one occasion that they do not use social signals as a ranking factor. At most, a large number of social signals related to a particular website indicate that new content has been added for indexing, so it can be summarized that these platforms are part of the factors that influence SEO ranking .

But the results of Searchmetrics' analysis indicate that the highest-ranked pages always have a greater number of social signals than those pages that rank lower in the SERPs.

At the very least, social signals definitely play a role in referral traffic, brand discovery, and overall domain performance. It would be understandable if search engines would employ them, since it is very common to find good quality content on social media, and that is what they want to provide to their users: relevant and useful content.