Check out this recent video from Google’s Matt Cutts. In the video below Matt talks about how Google uses Twitter and Facebook links as ranking signals.
Testing and Signals of Influence
When Matt talks; search engine experts listen. Everyone wants to know what Google is “really up to.” Here are my 3 major takeaways from this talk:
1. Google is still testing how they will measure and rank social media activities for the long haul.
2. Google is looking for true clues to a content creator’s authority. Google wants clues to authority that are difficult to fake.
3. Google seems to discount the current players of Twitter and Facebook as long-lasting.
In the past black hat, search engine experts would “game” the system and get high search engine rankings by creating false cues of authority. Google wants to do their best to avoid this issue when it comes to social media. I believe that is why Matt is cautious in the way he talks about the signals of authority.
What does this mean to small business owners?
If you want your business to be found on the internet in the future, you will need to be viewed as a major player in your niche on social media sites. You will need to create quality content consistently that helps prospects become more informed. It’s important for others to recognize that the content you’re creating for social media has value for the niche you serve.
If you want the search engines to recognize you as a trusted resource within your niche, you have to create content that others in your space on the web value enough to share.
In the short term search engine, experts or social media experts may get your company attention without providing quality content. But if you want to be the “big dog” in your niche online in the next few years, you need to provide great content.
Want to learn more about creating great content?
I recommend you read this book:
“Giving You the Power to Fight the Big Boys!”