Strong Social Search Ranking Signals Blogosphere

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Blogosphere’s Search Ranking Signals Stronger than Social Networks’

Search engines like blogs — good blogs, at any rate: Because blogs cultivate community, community breeds trust, trust promotes influence. And because blog posts and re-posts take more thought than clicking a Like or Follow and are a better signal that people are actually engaged with a topic rather than just collecting friends and followers.

Technorati’s 2013 Digital Influence Report has some interesting findings for brands seeking to engage with consumers online:

  • For consumers making purchase decisions, blogs are the third most influential online resource (31%) behind retail sites (56%) and brand sites (34%). Blogs rank higher than Facebook and Twitter for motivating purchasing decisions and influencing opinions.
  • More than half of consumers are more influenced by small, niche communities than by large generic networks. The real value of an online community comes from sharing information, discussing ideas, and learning from others’ experiences — and not from the size of the membership.
  • Almost all (86%) top social media influencers blog actively. Of them, 88% blog primarily for themselves and 59% contribute minimal content to other blogs.
  • Brands rely disproportionately on Facebook to try to influence consumers. On average, brands spend 10% of their online marketing budgets on social media, and Facebook accounts for 57% of that spend.

From the Summary: “[brands spending] is not fully aligned with how and where consumers are seeing value and being influenced. This has much to do with… a lack of metrics.” We agree with the first part of that statement but not with the second — the metrics are right there on the Internet itself.

Recommendations: continuously build out and optimize your brand site and eTail channels (your own and third party, including shopping comparison engines and mobile apps); look beyond Facebook and Twitter for social networking opportunities by connecting with niche communities and driving traffic to your RSS-enabled blog; build blog subscribers, backlinks and permalinks.


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