How Do Social Signals Help Your Online Marketing?

How Do Social Signals Help Your Online Marketing?

Hi, Al here at Koozai. I’m here today to talk
to you about social signals. So first up, what is a social signal? I would
say it’s any sort of attribution, or mention, or sort of any reference
to your site or your business that you get from a social media
platform. For example, Facebook, Twitter, Google+, I
mean, they’re the three biggest. They’re the three most obvious ones that people
go for. If you were setting up a social media campaign, you would definitely
want to be on them. But there’s loads of others. There’s YouTube.
There’s Instagram. There’s Vine. I mean, the list is pretty much endless.
We’d be here all day, so I won’t go in to it in too much depth. But, you know, there’s a lot of stuff out
there. There’s niche social media as well that you can get in to. It really
depends on what you’re doing and what your goals are. But yeah, there’s plenty
to pick from. These three I am going to focus on for the
minute. Now, those kinds of mentions and citations that you get, how do
they impact? How do they even help your online campaign, your SEO, for example? A lot of people would argue that Google doesn’t
know what a social signal is, that it can’t pick out importance from
social media. I wrote a blog post on it a little while ago, about how social
signals are important, even if they don’t exist. Let’s just go in to one example here. Google+
is Google’s own property, so they know. They know whats happening. They
know exactly what’s going on. They know when things get +1’d. They know
when things get shared. They know mentions, this, that, and the other, and they
can see firsthand popularity. I mean, it is not the same kind of audience
that you get on others with more general social profiles, like the bigger
ones, the most well-known like Facebook and Twitter. It’s not the same
kind of thing, but they’ve got data they know. So that has to have some kind
of effect. It’s providing them with data at least. Twitter again, I mean, you sometimes get Twitter
results in search, so there’s a connection there. APIs can see what’s
going on through Twitter. So again, there has to be a way of gleaning
some information from that, and Google is working hard on sort of using Twitter
in real time as a source of data. So again, there’s a potential connection there.
No one is going to confirm it, but there’s a potential connection there.
And even still, it wouldn’t matter either way, and I’ll tell you why in
a minute. Facebook. I had a conversation with someone
recently, saying that Facebook and Google, they don’t communicate, and it’s
impossible to know how Facebook popularity translates to search engine
popularity and visibility. I would argue differently than that and probably
for all social platforms as well. In Google Analytics, you can see
who the referrer is. If you’ve got a ton of referrals from Facebook, it’s
means that, “Hey, hang on a minute, you’re popular on this platform. It’s
a popular page. It’s a popular business. It’s something that people
are talking about.” So there’s got to be a connection there again.
I mean, Google can see, and they’re going to know, and they’re going to,
either way, give some sort of reference to that in the search results. But even if they don’t exist, it doesn’t matter,
I wouldn’t say. Because if you’re not getting referrals, if you’re not
getting improved SEO, if you’re not getting more visibility in a search engine,
here, there, or anywhere, what you are getting is real visibility on
a platform that you are sharing on, that is popular that you’re active on. And if you weren’t doing that, you wouldn’t
have any of it. And I think that’s more important to remember than the
search for rankings there. If you’re primarily doing it only for SEO benefit,
it’s probably not going to work. You have to do it for your business. It has
to be your voice. It has to be a place that you go to share, and I think
that’s much more important. Even if there’s no such thing as social signals,
I still think everyone can do it, even if you think your industry is boring,
or your business isn’t particularly interesting. For example, “Will It Blend?” Blenders aren’t
a particularly interesting product. I’ve never been fascinated with blenders
myself, but they managed to turn it around. They took something that
is completely uninteresting, and they made something fun out of it and
they made the most amazing series. Where else are you going to go and see an
iPhone get blended up? There you go. So they used their YouTube and their social
channels really well to make something that isn’t particularly interesting
really fun and get people who weren’t interested in blenders
in the first place involved. That’s the kind of power that social has,
and it doesn’t matter about how it affects your visibility and rankings, because
that visibility on its own is worth far more. Yeah, so that’s the importance of social,
and why it doesn’t even matter if there are social signals. But also, how these
things are all connected. Thank you very much for listening and watching.
If you want to find out more about SEO and social, just follow Koozai
on our various social platforms.


    Google has explained why they don't factor Social Signals because Facebook can block the Google bot at anytime same with twitter. This is why they do not factor in Social Signals. I'm not including Google+ because I'd guess that G+ likely has some weight with how Google ranks website. 

    Social Signals are an integral part of your Online Marketing mix.

    Ali explains how being active on multiple Social Media channels can help drive visitors to your website.

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