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The importance of social media in SEO

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The importance of social media is increasing, and it’s not surprising that analysts and SEO masters make predictions that social cues will play a major role in the future.
Despite the fact that the main role in SEO plays the effective creation and using of the links, writing of reference texts, search keywords and so on, it’s obvious that social media are beginning to gain significance. For example, search algorithms Panda and Penguin reduce the importance of links and some other block, focusing on the creation of a site literacy, its content and its usefulness to users.


What if social signal will replace the link?


If social signal will be more important than a link, the SEO will change. The value of internal links as a determinant of search engine ranking will decrease. The quality and quantity of internal social signals will have the same meaning as internal links today. This development leads to a couple of questions. For example, as Google will index the posts on Facebook for evaluating social signals?
An important factor in increasing importance of social signals is how they will affect the quality of search engine domain rank. For example, today a qualitative link on a page increases the search engine rank not only the page, but the entire domain. On the contrary, social signal associated with the assessment of an individual URL-address. It remains unclear how the content that will get 500 likes on Facebook, be able to increase search engine rank domain. Users not share pages as the companies want, but the individual blog posts, articles, etc. It’s clear that users are not interested in sharing the content that advertises the firm.


What punishment for social cues Google may provide
If social signal will be more important than a link, Google will not only develop a system of indexing and evaluation, but also provide a system of penalties and fines for their misuse.

For example, how Google will deal with the following situation. The company has a good ranking in the social networks (many repost, likes, etc.), however, all of this “presence” is provided by spammers. Google will have to learn to differ spammers from real followers. Likely that as the importance of social signals will increase, companies will have to fight with both positive and negative sides of this process.

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For now it’s stays unknown how Google will evaluate the importance and convenience of social signals. For example, last updated of the Panda search algorithm paid special attention to the usability of the site. According to Google, friendly web site is directly related to the quality of the content and the overall user experience on the site. In the case of social signals, Google, probably will to pay attention to the correlation of internal links, time spent by the user on the page and the number of social signals.

So when social cues become more important than the links? Aparently not in 2015. However, in the future, companies must necessarily provide for such a shift as a scenario. Attention should be paid not only to social cues in a domain, but also in the domain with which the site is linked by links. To abandon the traditional SEO is still too early.

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