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Google doesn't do announcements on search updates very often, so when they do the world and his dog sits up and takes notice. When search marketers started noticing significant movement in early May the industry fully expected it to go unexplained as just another of the search giant's algorithm tweaks.
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Google does not directly use social signals (such as likes, shares, or followers on social media platforms) as a ranking factor in its search algorithm. Google's representatives have consistently stated that they don't use social signals directly for ranking purposes due to issues of reliability, integrity, and accessibility of social data.
However, there's an indirect relationship between social signals and SEO. While social signals themselves may not directly impact search engine rankings, they can still influence SEO in various ways:
Increased visibility and traffic: Content that performs well on social media platforms tends to attract more attention, leading to increased website traffic. This increased traffic can indirectly impact search engine rankings, as search engines may interpret higher traffic as a signal of relevance and authority.
Link building: Social media can be a valuable tool for link building. When content is shared on social platforms, it has the potential to attract links from other websites, which are a significant ranking factor in Google's algorithm.
Brand awareness and reputation: Active engagement on social media can help build brand awareness and reputation, which can indirectly influence search engine rankings. A strong brand presence may lead to more branded searches, which can signal to search engines that a website is authoritative and relevant.
While social signals themselves may not directly impact rankings, their indirect effects on factors such as traffic, links, and brand awareness can have a significant impact on SEO. Therefore, it's still essential for businesses to include social media as part of their overall SEO strategy.
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