Does Google use social signals and shares as a ranking factor in 2024?
No, Google does not directly use social signals to algorithmically calculate a websites ranking in search. However, social signals can indirectly influence your SEO efforts in several other ways. For example, a tweet that goes viral can lead to increased referral traffic and potentially new website backlinks (Hyperlinks)
In the highly complex world of digital marketing and search engine optimisation (SEO), the role of social signals has been a topic of much debate and speculation. However, insights from industry experts and search engine representatives have shed light on the fact that social signals, while influential in various aspects of online presence, are not a direct ranking factor in search engine algorithms.
Contrary to popular belief, metrics such as likes, shares, and comments on social media platforms do not directly impact a website’s ranking on search engine results pages (SERPs).
However, many SEO professionals disagree because they’ve reported they observed a correlation between higher social shares and organic rankings. In fact, according to the State of SEO 2021 survey from Search Engine Journal, social signals are among the top 15 ranking factors.
Google Repeatedly Says It Does Not Use Social Signals As A Ranking Factor
This clarification is crucial for businesses and digital marketers who often invest significant resources into building their social media presence with the belief that it will directly translate into higher search engine rankings.
While social signals can indirectly contribute to SEO by enhancing brand visibility, driving traffic to a website, and generate backlinks from other websites, through referrals their influence on organic search rankings is not as direct as previously thought.
According to Google’s Webmaster Guidelines, the search engine primarily relies on factors such as the relevance, quality, and authority of content, as well as the website’s overall user experience, to determine its ranking in search results. While social signals may indirectly impact these factors, they are not given special consideration in the ranking process.
Industry experts suggest that rather than focusing solely on social signals, businesses should adopt a holistic approach to SEO that encompasses various elements such as keyword optimization, high-quality content creation, technical optimisation, and link building strategies.
While maintaining an active and engaging presence on social media remains important for building brand awareness and fostering customer engagement, it should be viewed as part of a broader digital marketing strategy rather than a direct driver of search engine rankings.
Furthermore, search engines continue to evolve their algorithms to prioritise user intent and satisfaction, emphasising the importance of providing valuable and relevant content that meets the needs of searchers. These further underscores the limited influence of social signals on search engine rankings compared to other more directly impactful factors.
Meanwhile, on Bing, it’s a completely different story. Social signals are one of the key ranking factors in the search engine.
Social Signal Ranking Factors For Google – Summary
While social signals play a role in digital marketing and online visibility, they are not a direct ranking factor in search engine algorithms.
Businesses and digital marketers should focus on creating high-quality, relevant content and optimizing their websites for user experience and search intent to improve their organic search rankings, rather than relying solely on social media metrics for SEO success.
