SEO + Social or A Brief History of Confusion & Denial, Plus Some Other Helpful Bits

#SMX #13A @CountXero | @FangDigital
Jeff Ferguson | CEO & Founder, Fang Digital Marketing
Social + SEO
or
A Brief History of Confusion & Denial,
Plus Other Actual Helpful Bits

Part 1: A Brief History of Confusion & Denial
First, let’s get something out of the
way…

Social Media has no
direct influence on
Google organic rankings.
PERIOD
Social + SEO: A Brief History of Confusion & Denial

Google’s Matt Cutts specifically
states that Google does not use
social signals in their rankings.
MAY 2010
Matt Cutts states that Google is
experimenting with social signals.
He also cautioned that just going out and
getting a bunch of links in social media
wouldn’t help, because quality was still a
major factor.
DECEMBER 2010
Matt Cutts debunks a study
done by Moz that correlates
that Facebook “likes” influence
organic search results.
MID-2011
Matt Cutts debunks a post on Moz that
correlates that Google “plus 1’s” influence
organic search rankings.
AUGUST 2013
Matt Cutts, in a video about this very topic states that, Google
indexes social media sites like any other site, but they don’t take
things like “likes” or “followers” or anything like that into account
when determining the popularity of other pages that social media
post (or whatever) might reference.
JANUARY 2014

There was an SEO that said ‘OK, we see a lot of links on
Facebook and those are the pages that rank well,’ but that's
correlation, that's not causation. Instead it's probably that there's
something really awesome and because there is something
awesome then it gets a lot of likes on Facebook and a lot of
people decide the link to it.
That's the sort of thing where the better content you make, the
more people are to like it not only in Google but in Twitter and
Facebook as well.”
- Google’s Matt Cutts, January 2014 -

Google’s Matt Cutts specifically
states that Google does not use
social signals in their rankings.
MAY 2010
Matt Cutts states that Google is
experimenting with social signals.
He also cautioned that just going out and
getting a bunch of links in social media
wouldn’t help, because quality was still a
major factor.
DECEMBER 2010
Matt Cutts debunks a study
done by Moz that correlates
that Facebook “likes” influence
organic search results.
MID-2011
Matt Cutts debunks a post on Moz that
correlates that Google “plus 1’s” influence
organic search rankings.
AUGUST 2013
Matt Cutts, in a video about this very topic states that, Google
indexes social media sites like any other site, but they don’t take
things like “likes” or “followers” or anything like that into account
when determining the popularity of other pages that social media
post (or whatever) might reference.
JANUARY 2014
Google’s Gary Illye’s specifically states
(again) that social signals have no direct
affect on organic search results at SMX
West 2017.
MARCH 2017

“Will traffic from email and social media help your rankings?”
In other words, do you use social signals?”
Danny Sullivan
We did it in the past for a specific feature, but
then the social media site turned off the
feature, and it was a really bad thing, and for
this reason we’re not willing to be
dependent on social signals.
Gary Illyes
Question :
SMX West 2017

- Cyrus Shepard, Fazillion-
This post caused quite a bit of controversy. Matt Cutts of Google
responded to this thread on Hacker News to imply +1s aren’t used
directly in Google’s algorithm.
While I take Matt at his word that Google doesn’t use raw +1s to rank
webpages, the evidence seems to suggest Google+ posts do pass
other SEO benefits not found easily in other social platforms.

Confirmation bias, also called confirmatory bias or myside bias,
is the tendency to search for, interpret, favor, and recall information in a way
that confirms one's preexisting beliefs or hypotheses.
Confirmation Bias :

OR
GOOGLE SAYS SEO Forums Say
Develop great
content
Properly build
your site
Obtain inbound
links from
credible sites
Write some crap Get a bunch of likes
on Facebook

Does This Affect
Organic Search
Ranking
NO !
Is It Social
Media

Part 2: How You Can Actually Use Social Media + SEO
Now, with that out of the way…

Social + SEO: A Match Made in Heaven
SEO
CONTENT
INBOUND
LINKS
SITE
ARCHITECTURE

INSPIRATION!

Social + SEO: A Match Made in HeavenSocial + SEO: A Match Made in Heaven

- Matt Cutts -
Facebook and Twitter pages are treated like any other pages
in our web index, and so if something occurs on Twitter or
occurs on Facebook and we’re able to crawl it then we can
return that in our search results
SOCIAL MEDIA SITES ARE CONTENT!

- Summeranne Burton, BuzzFeed
-
“Everything we do now is distributed and
platform-agnostic. It doesn’t matter where
people consume the content.”

WAIT…
WHAT?

DISCOVERY!

Wrap it up, Yank…

Where Social Helps SEO Where Social Does Not Help SEO
Content development
inspiration
Distribution of content on
new platforms
Expansion of brand
Content discovery
Link building outreach
Google does not use
“Social Signals”

LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX

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SEO + Social or A Brief History of Confusion & Denial, Plus Some Other Helpful Bits