Utilizing links as an off-the-page ranking signal was a vault over for search engines. But, over past few years, for handful of reasons, links have lost bit of their worth. Some sites are close-fisted about linking out while others block links to defeat spam. Links get traded too, thus being less trustworthy.
Some time back, if an article is referenced or retweeted frequently in Twitter, Google used to count that as a ranking indicator outside of detecting any non-followed links that may naturally result from it. Google also attempts to measure the authority of anyone who tweets or who shared it on Facebook. Search engines even calculate a link that carries more weight based on the person who tweets it. The links shared within Facebook, either along personal walls or fan pages were tracked and the authority of a user on Facebook, via their personal wall or their fan page is also calculated.
Google may lead everyone to believe that social media activities had a direct impact on SEO rankings. But now things have changed.
Social media accounts like Twitter and Facebook pages can be crawled by Google and returned in Search Engine Results Page (SERPs), however Google does not account for the number of "likes or "followers", backlinks established by shared site links, the engagement rate, or other social activity to be a clear cut ranking factors in their algorithm.
The reason why Google has not included these in its rankings factors are:-
Google crawls a web page for a restricted number of times and social media activity is continually changing. If social media activity impacted website authority, there may evolve issues of accuracy.
Google can’t crawl each and everything on the internet. In past few years they have been constrained from crawling several social sites at different times. If social media activity was a real ranking factor, they would have to know that they can constantly crawl the social media sites to collect data the same way.
Eventually, what Google has conceptualized is that in their pursuit to assess and submit useful, credible, accurate and high-quality content in their search results, social media activity cannot be a prominent element of the ranking factors because;-
In a similar manner as search engines do not count all links equivalently, they do not also see all social accounts as being the same. This truly is logical, by the reason that, anyone can set up a new account on a social network site that is even not always authenticated. So, What is there to prevent people from making hundreds of different social accounts to produce fake fuzz?
Nothing, actually, apart from your intelligence that fake accounts like these can oftentimes be easy to sense. In some cases, they may only have some "decent" friends in their network, and few might pass through substance they share.
Preferably, you want to earn references with good stature from social accounts. Owning your own social presence that is well considered is essential. So, the best way is to engage on major social platforms in a legitimate, real manner simply as you would with your site, or with customers, dealer in an offline processing.
Just as links, having quality social shares is perfect, but being shared extensively on social platform through networks is of great help. Excellent things happen to your business and goals when your site or brand is visible to more and more people.
Time and Again, active participation in social sharing sites is important. You are seriously missing out on lots of potential leads and online presence if you don’t have a Facebook fan page, Google+ Page, Instagram or Twitter account. You are not setting up a social system that can help publicize your brand, site and content. Major players on social networking sites include:
Bing Social Search