Last month Google announced a change in the way they evaluate web content which means that social media sharing is now at the heart of search engine optimisation.
The updated search algorithm, code named Penguin, sees social shares (for example likes, comments, tweets, and not surprisingly ‘+1’s) as more valuable than inbound weblinks.
Historically, Google decided the position of a web page within search results by looking for keywords within the page content and, more importantly, who has linked to it.
In fact, there is a whole industry based on search engine optimisation, with companies employing experts to use different methods of ‘gaming’ the system to keep their websites in prominent position on search results pages.
Google is now trying to clamp down on these companies and their new system places much more emphasis on social media engagement as a tool for improving SEO.
So what does this mean for businesses? It is more important than ever to ensure you have a thriving and active social media community who will be willing to share your content on a regular basis.