By Ben Hollom
The link between social media engagement and search engine ranking has been known to marketers for quite some time now.
I read results from a recent study by search and social analytics provider Searchmetrics which supported this line of thought.
They studied the first three result pages for 10,000 search terms on Google UK. Figures revealed that websites which are shared multiple times on social networks and have plenty of comments, likes, tweets and +1s appear higher in Google´s search result pages.
It is important to note that the results do not prove that social engagement directly leads to better search ranking, but it does indicate a correlation between the two. Figures reveal that top ranking results usually have a high number of social signals, but this could be down to the fact that many users tend to share the most popular results. Similarly, at the other end of the spectrum, websites ranking low on Google tend to have a low number of social signals, the study found.
Apparently, this relation is most noticeable for sites which are shared on Google +, researchers explain. Engagement on Facebook can also be linked to relatively high search results, while Pinterest displayed the lowest level of correlation between search results and social signals.
Authors of the report stress the interesting finding that Google + seems to be the most influential tool for search rankings. Could this fact become the turning point for the social network and make businesses finally take Google + seriously?
Whatever your preferred social platform/s, it is important to stay active. As we have seen, regularly-posted content can have a huge influence on both search engine ranking and brand awareness in general. M2 Bespoke provide a wide variety of sectors with fresh, up-to-date online content to use as they wish. A lot of our clients link this content to their social media to ensure they are constantly updating their pages and keeping their customers engaged. Contact our friendly team today to see how we can help you!Ben Hollom
August 3, 2013