One of the biggest topics in SEO right now is ‘social’ SEO – the idea that the more people engage with your brand/product/website in the social space by liking, tweeting, and hitting +1, for example, the more likely you are to be rewarded with top rankings.
Including social media content as a ranking factor is a perfectly logical step for search engines to take. In order to provide the most relevant results for a given search they look at which websites/webpages are recommended by other websites in the form of direct links. Now they will also consider what individuals consider to be important.
The clear flaw in this thinking, which can be parked for another day, is that the people who make the most noise in social media aren’t always representative of the more silent majority.
That “social SEO” has an impact upon natural search rankings is now irrefutable, and the recent introduction of Google +1 means there is now an even more direct relationship between a ‘social signal’ and ranking improvements. The influence of social SEO on rankings is typically reliant upon volume, however, so how can brands generate lots of likes, retweets, and +1s, as well as links?