Google changed the Page Rank methodology with the “Penguin release” that is a code name for the algorithm that decreased search engine rankings of companies who were using schemes to artificially increase their rankings. Google decided to change their weighted emphasis from “backlinks” to social media likes, shares, tweets, reddits, and 1+ (Googles obvious favorite.) In the world of digital media the emphasis is on follows, comments, and views as well.
What does that mean? Google used to think if you linked to someone on the Internet they must have valuable content. Now Google seems to believe that if you promote content with social media it is more indicative of relevant content and less likely to be faked.
Forbes link : the-death-of-seo-the-rise-of-social-pr-and-real-content/
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