Social media directly influences search rankings

Google and Bing’s search results are now being adjusted on a per-person basis depending on the searcher’s social connections.

For example, if you follow RoofPal on Twitter and then search for 'QR Code Roofing', my article on this topic it would rank higher than it would if you didn’t follow me on Twitter. This is because Google’s algorithm assumes that because we are connected, my voice as a social connection should be more influential to your search than others.



That’s a big deal for three reasons:

1. Influencers who have large social networks no longer just spread word of mouth, they now causing search engine adjustments based on what they share.

2. “#1 ranking for a keyword” on Google is less meaningful now if the #1 is displaced by social sharing influence. My #1 result for a search term will be significantly different than yours because we are connected to different people on Twitter, Facebook, etc.

3. If you marketing a product or service there is now a direct incentive to build your network as large as possible among your prospective customers. By connecting with potential customers in as many social channels as possible, you are effectively doing free targeted advertising in organic search, with your results ranking higher than your competitors who aren't connected to them on social media.

I highly recommend connecting with your customers and prospective customers as soon as possible on all platforms. Put a form on your website to ask people for their Twitter ID or Facebook or LinkedIn name. Ask on each platform. Connect everywhere. Also, even though there is no direct evidence that the content around a socially shared link matters, it’s still not a bad idea to give it some context, both for followers and possible contextual association. Here’s an example of two tweets:

Check out my new article @RoofPal: http://roofpal.com/Documents/RoofPal%20QR%20Codes%20Roofing%20Industry.pdf

Check out my new article on QR Codes for roofing contractors @RoofPal: http://roofpal.com/Documents/RoofPal%20QR%20Codes%20Roofing%20Industry.pdf

This is going to have massive ripple effects throughout the social and search industries. Start making these changes effective immediately, and you’ll be ahead of the curve and your competitors.

For more, please read the June 23rd blog post by Christopher S Penn