Earlier this week we published a post about communicating in real-time, in which we discussed how quickly search engines surface conversations in social networks, and, furthermore, how social relevance also contributes to overall visibility for messages in search engines.
Yesterday SEO guru Danny Sullivan was able to confirm with both Google and Bing that “human authority” authority is in fact considered by both engines as they index content. In a nutshell, writes Rand Fishkin on the SEOmoz blog, this means that links shared on Facebook and Twitter do in fact have a direct impact on search rankings.
Fishkin’s post makes some educated guesses about what sort of metrics search engines are using to gauge social authority, including:
- Diversity of the people you influence – more is better
- Relevance of surrounding content to subject matter (probably an indicator of expertise)
- Quality of friends/followers – whether or not you influence fellow influentials
These findings don’t change any off the suggestions we made in that earlier blog post. What does change, however, is the degree importance of these new imperatives for communicators – it was just ratcheted upward, and considerably.
Authored by Sarah Skerik, VP-social media, PR Newswire.