At Dando, we’re always looking out for updates by our internet overlord, Google, to upgrade our work for clients. But there’s one that seems will never see the light of day. We keep getting asked, when will Google take social media signals seriously and count them in search rankings? And to answer that simply, it won’t be any time soon apparently.
To date, your social media pages have no direct effect on your website’s search optimisation. That means no amount of “Likes”, “Followers” of your social media account will make your website any more visible in search results. Google has confirmed on many occasions over the last few years (and we shouldn’t be doubting the overlord).
Before delving into the “why”, first understand how search engines rank websites. Search engines assess websites by using automatic robots to access, or “crawl”, through your websites. These robots scan websites and indexing your content for future online searches.
Social media pages are subject to crawlers like any other website. But the fact is, some social media platforms block crawlers. And even when crawlers are allowed access, content on social platforms changes too rapidly for crawlers. So even when a crawler indexes social content for relevant searches in the future, that information can be removed or become irrelevant in the next millisecond.
What we do know, and what the omniscient Google has mentioned time and time again, is that there is one thing that unites both effective search optimisation and social media strategies: good content. When you have a solid content strategy, you can expect to see a correlation of increased traffic flow from both online searches and social media platforms. Good content on social media engages audiences and prompts them to seek more by clicking on to your website. As for your website, good content is relevant to target audiences and optimised for online searches. Regardless of your audience’s origin, it’s good content that brought them to your website.
And we know how the rest of the story goes. More traffic to your website means more opportunities to convert your online visitors. But just remember the moral of the story: content is king. And if you don’t believe us, believe Google:
We’ll tell it here first if something about that changes. But in the meantime, get a killer content strategy up and running for your search optimisation and social media campaigns. If you need a help, just give us a shout at firstname.lastname@example.org, or sign up to our newsletter and we’ll keep you updated – on a need-to-know basis.