The document discusses the impact of social media on search engine optimization. It notes that while Google confirmed in 2010 that social media links were used in rankings, Google stated in 2014 that social media is no longer directly used as a ranking factor. However, social media activity can indirectly influence rankings if it drives links and engagement that are ranking factors. The document also explores Google's challenges with comprehensively indexing social media content and profiles due to access restrictions and verification difficulties.

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What is the real impact of social media on search?
SOCIAL MEDIA & SEO:
Separating Myth
from Fact

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• 70+ person digital marketing agency
• Clients from startups to Fortune 100

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Is social media
a direct ranking factor?
Could I be a
stock photo
model?

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Is social media
a direct ranking factor?
Is social media
a direct
ranking factor?

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“Yes, I can confirm
we do use Twitter
and Facebook
links in ranking.”
Matt Cutts
December 2010

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Moz 2015 Search Ranking Factors

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“We don’t
currently have
any signals like
that in our web
search ranking
algorithm.”
Matt Cutts
January 2014

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What about those correlations, Matt?

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“Sites that get lots of
shares are so good,
they likely also earn
signals that do affect
rankings, such as
links.”
Matt Cutts
January 2014

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Social media posts are treated
like any other web page for search

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Does Facebook Affect SEO?
stonet.co/fbseo2013

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How Does Google
Index Twitter?
stonet.co/twitterindexing

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Even after the firehose
was turned on
stonet.co/twitterindexing

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Google doesn’t even attempt
to index all of the social web

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What about Google+?

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Direct measurement of Google+ Impact on Rankings
stonet.co/gplusranking

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Google doesn’t feel secure
about social network access

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“We were
blocked by one
social site for
1-1/2 months.”
Matt Cutts
January 2014

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“We were
blocked by one
social site for
1-1/2 months.”
Matt Cutts
January 2014
It was Twitter!

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Google has low confidence
in verifying identity

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Sure we know THIS guy...

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But are we sure this is
your Aunt Edna?

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So...Does Google pay any
attention to social for search?

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stonet.co/TweetIndexing

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Maybe...discovery of
what’s hot right now

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Maybe...discovery of
what’s hot right now

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“Be on social
media not for
search rankings...

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“...but to build
your brand &
drive qualified
traffic.”

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Toughest Keyword for your competitors to
beat. Ever.

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www.stonetemple.com
@stc_corp
Thanks!