Search engines have always endeavoured to provide users with the most relevant results for the terms for which they are searching. They are continuously fine-tuning and updating the methods they use for ranking a website within the search results. Recent algorithm changes have revealed that search engines, Google in particular, are placing a greater emphasis on social signals to influence the search results they display.
Why would they do this? Viral information, or information that individuals are sharing with their friends, carries with it a huge sense of relevance. The more individuals share this information the greater the user engagement; hence the greater the relevance. It is this relevance that search engines are using to help rank websites within their search results.
The Social Signals Map
In order to explain the social signals that are being used by their ranking algorithms, Google has released to following map:
What this map represents are the external factors that will influence the ranking of a particular website or information source. These social signals reflect information ascertained from Facebook, Twitter and Google+ as well as additional data obtained from a wider range of sources including Del.icio.us, Reddit and web browsers.
Essentially, these signals, especially Facebook Likes, Google +1’s and Twitter re-tweets act as votes for a website or information source as it is assumed one would not share a source if they did not find it relevant and of value.
Social Signals and Analytics
In an attempt to monitor these signals, Google put in place a protocol for social networks to use, giving Google useful information about the use of the network. This information has since been linked and fed into Google Analytics in order to give webmasters an understanding and insight as to the sources of traffic. As the network has to actually implement this protocol themselves, it is safe to assume that a number of networks, large and small have yet to implement this. With this in mind, not all social network signals carry the same weight. Some platforms who have adopted this protocol include Reddit, Tumblr and of course Google+. Two platforms which are not on this list are Facebook and Twitter but obviously the sheer size of these networks makes them an exception to this rule.
Furthermore, the same dodgy tactics that will be penalised in certain SEO practices can be detected on the social networks. Focusing on one signal or one network too much may flag your website. The release of this map suggests that Google are telling us to diversify our social network marketing activities in order to maintain a natural social profile.
As with anything, it is better to begin your social activities sooner rather than later so that you are at the forefront when these social signals are inevitably granted more weight.