When Google does an update SEOs are hanging on to every last word to find out what modifications have to be done. The latest trend that is that Google is giving more weight to content that is shareable via social media channels.
At the moment it’s about social shares and you can’t fake it that easily apparently. But Google is anticipating that some will try and “fake it” by opening fake profiles.
One of the top SEO gurus Adam Torkildson tested this theory out. He created 1000 fake Facebook accounts a year ago and they all have been banned today. He confirmed that social signals are a much bigger part of the Google algorithm.
With social becoming more important, having relevant content that is engaging is more of a priority in SEO. Creating that buzz or the PR in your content will now weigh heavily on rankings. This is where mixing PR with SEO has now reaped some benefits.
A company that does this well is Dell. They have over 1 million followers on Twitter and their team answers every direct message from their community. They are truly staying on top of their brand and their reputation online.
So what does Google really want? They want content that is relevant, shareable and that engage audiences online. Interactions must be real and have community value. Those interactions will help bring a brand up in their search engine rankings.
So what does this mean? It means that in the future there will be less of a focus on traditional SEO methods. PR will become more prominent in SEO practices and social PR will rise to the occasion and become more relevant.