SEARCH STREETThe word on Search Street is that Google’s been making some pretty major changes to its search algorithm and that social signals are now being given a lot more weight as ranking factors.

By social signals, we mean activity on social network pages that relates to your website. It could be a link from someone else’s Twitter account to a news item on your website; it could be a link to your latest blog post from your own company Facebook page; or someone reading that blog article and clicking the Facebook ‘like’ button at the bottom of the item.

But is this social activity making a difference to Google rankings? And if it does, are the social networks just a few additional links out of many passing PageRank?

We can start off by looking at what Google have said themselves. Back in May 2010, Google’s Matt Cutts said in a video that Google did not use social media as a ranking signal. But in December that year, Matt revealed that Twitter and Facebook were now beginning to be used by Google as ranking signals. [Rollover here to view]

He went on to say that Google also took into account the authority of the linking social media account, or reputation of the author. Which is totally in line with Google’s general link methodology. Continue reading