Why Facebook “Likes” Matter in SEM

Facebook is not just a place to talk with friends and catch up with the latest gossip. Now, Facebook is an integral part of SEM. In fact, entire social marketing campaigns are often run on the site. With over a billion users, it only makes sense to start leveraging the power of social media within your SEM strategy. The most informative metric provided would be that of the Facebook “like.”

Social Signals in SEO

Social signals are said to become, or already are, a major factor in the way that search engines rank a website. This can be seen with what is called “social signals.” These signals indicate that someone in the world of social media likes, or dislikes in some cases, a company enough to mention them. In the case of Facebook, a “like” is a positive factor because a person would then be interested in your business. After all, they have “liked” it. How much weight does this hold with the overall ranking of your website? No one knows for sure, but many industry experts believe that that social signals are the future of SEO.

An Indicator of What Works

Likes will be shown on the person’s wall and activity page. This shows their friends that they have “liked” a company or page. This not only increases a website’s visibility, but it also influences others to “like” your content or Facebook page. This can turn into a valuable form of exposure that can go viral.

Furthermore, “likes” can be used to judge what works and doesn’t work as far as content is concerned. If you run a blog and a certain type of articles get a lot of “likes,” this is an indicator as to what your audience finds engaging. If other pieces of content are not liked, this shows that it simply does not resonate with the visitor.

Connections

A Facebook “like” can also be seen as a popularity metric. The more likes a website or page receives, the more overall exposure it will receive. These likes are also votes that can be used to boost your page on the Facebook Social Graph.

A social graph is a connection that has been made. If 100 people were to like your page, their friends would now see your page listed in Facebook’s internal search results when they search for a particular phrase. This means that your website’s overall exposure has increased greatly. With every new “like,” your website or page will be listed not only on a person’s activity feed, but it will make vital connections needed to rank your page higher within Facebook’s search.

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