Why should SEOs care about social media?
Put simply you should care because the search engines do.
The end.
Just kidding, but if that was the entirety of my post that would be enough.
Social media represents many things to search engines. Voting and engagement points are feeding critical user data to the engines via their toolbars and browsers. The UGC created by social media makes up a huge component of the interlinking web, and has provided some of the engines largest spam problems. And if all of this was not enough, Twitter, a platform initially designed for inner-office communication, is posing the realest threat to Google’s strong hold on search.
Links
No SEO worth anything is going to argue against the importance links in ranking.
Social media offers the greatest opportunity for massive quality link acquisition since the penalization of paid links.
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