Social signals and SEOA search engine's chief aim is to provide high-quality, relevant content to users. Search engines gauge quality in large part by how frequently a URL is seen throughout the web, and as more web communication has moved to social media, Google and other search providers have integrated social signals as a ranking signal.
How and why do social signals improve rankings?
While any answer to this question is highly debatable, I believe that social signals have both a direct and indirect impact on organic search rankings. Direct impact comes from:
- Increased inbound links and citations due to improved online visibility/brand awareness
- Increased positive reviews (in Google Local , Yelp, etc.) due to happier customers
- Decreased bounce rate, higher time on site, and more repeat visitors to your website
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