By this point, we all know the basics about the goals of the latest Google changes and what to do to rebuild from their effects. Most webmasters are taking the proper actions: assessing the damage, getting rid of harmful backlinks, creating more organic content, and the like. But some innovators are taking hold of the latest strategy: social networking.
Think about it: the goal of Penguin’s update after update being rolled out is to create a better experience, to make it more user-friendly. It wants to promote interaction between actual people and get rid of anything robotic – spam, senseless content, programs that spin articles, et cetera. What is more legitimate than mentions of companies by actual people? Why wouldn’t Google want to promote sites whose owners interact with their customers?
Aside from the aforementioned speculation, there is actual logic behind taking the social media approach. It has been confirmed that Google takes social networking profiles into consideration when ranking sites, especially after the Penguin algorithm update. Not to mention, this is an organic way to create links to your site. Aside from having questionable websites linking to your page, you can have actual social media users sharing them, re-tweeting them, talking about them, liking them, et cetera. Having actual fans increases the legitimacy of a website, and thus, will boost its ranking on a search engine.
Some SEO adherents make the argument that the old strategic method of optimizing a page should be thrown out the window; instead of the goal being to boost rankings, aim to interact with people – be engaging, and the rest will happen on its own. Jon Thomas of Post-Advertising states: “create useful, relevant and share-worthy keyword-optimized content, share across other owned properties, and [not] worry about what Google may or may not do.” We think he’s onto something.