Jasmine Sandler | Clickz
The rules of search have changed. In fact, they change on a daily basis. But never so dramatically has rank been uprooted since the explosion of social media. Social media sites, especially the power houses of Facebook, Twitter and LinkedIn, have become backlink central for affecting organic search results.
Social media’s influence on driving business via the web is expected to surpass search engine optimization (SEO) in 2013, according to eMarketer. Web marketers and PR professionals must pay attention to how social media affects search, and ultimately how it can change the rules of online visibility and (online) brand engagement.
Prior to Facebook’s takeover of the online universe (800 million active users today), online visibility in natural search was a sum of several measurable components: SEO site compliance on site structure and meta tags/content, directory link submissions and qualified and relevant site/blog linking.