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How much, if at all, does Facebook impact Google rankings?

(This question was inspired by this blog post.)

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Brian Provost
VP, Digital Strategy, Define Media Group
Posted on June 30, 2011

The short answer is, "None of us know". The addendum to that answer is, "Whatever's going on, it probably changes every day. Or several times a day."

While there is high correlation between Facebook shares and top search results in the SEOMoz Ranking Factors report, correlation is not causation. I think Rand and the SEOMoz crew would and have been pretty clear in that. Good content is often cited in many ways and content with many FB shares is likely to be heavily linked to as, well. Social is just another way to cite content.

So, while we don't know the weight, I think all of us who have been doing this for awhile agree that social shares, particularly Facebook and Twitter, mean "something". I tend to believe it has very little weight in the rankings but a heavier weight in the allocation of crawl budget.

While everyone wants to hop on the Social Bandwagon, let's not forget that social activity doesn't necessarily refine the quality of a process. In fact, the more people you involve in a "decision", you're just as likely to skew the quality as were to have improved it. There are lot of people I follow or who follow me how have vastly different cultural, ideological, and other points of view than I do. It's really kind of silly to assume because I've "friended" somebody on a social network that this, who could be a low value acquaintance, should have any bearing on what kind of car or CRM software I purchase next.

So, I think Google is still learning how much social actually improves results. My hope is that they don't jump the gun in an effort to be more "social" and destroy the search results. They should, however, use the social signals to corroborate what is popular and make sure they expend crawler resources against that.

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Scott Albro
Scott Albro Replied on June 30, 2011

Really good explanation. Thx Brian.

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Christian T.
Director, becom360
Posted on July 3, 2011
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I agree with all, that's been said and would like to add two thoughts:

1. Facebook would impact Google ranking if it would publish links to external web sites as references, which to all I know it doesn't. Facebook (and that is logical) does everything to draw traffic inside, so while it has no problem to show a link outwards on a facebook page, it wouldn't give that page reputation so that it would be found prior to the facebook page. So my view is, it does not affect ranking directly and the indirect possibility already is mentioned in Brians post.

2. However, depending on how a Facebook Page is set up, it will show up in search results and as such it definetly can serve as a hub to your final web page. So in that sense, allthough it does not contribute to your SEO "worthness" for the web site itself, it gives you indirectly traffic because it is a means to direct people to your web site.

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