This module contains a number of measures and basically tells you how much social activity is happening for the web pages.
Social activity is something that is growing in importance. Google created G+1 so it can gauge social activity across the entire internet. Google for sure will also be looking at the other major social networks and in a statement revealed that the “tracked” social data across more than 130 different social sites.
It’s likely that they use this data to set some kind of “benchmark” against which they can judge each of the web pages in their index against.
Expert SEO System does a similar thing but uses the top social sites for it’s data.
Currently we retrieve data from Facebook, LinkedIn, Digg, Delicious, StumbleUpon, Pinterest and of course G+.
ESS compares the total likes, digs, stumbles and +1’a etc. of your site against the top 10 competition sites. As usual we use range and average to ensure you can get your site in-line with the top 10 results.
Currently our stats lead us to believe that having significantly more social activity compared to your competitors is actually a good thing. There does not appear to be any penalties linked to “over socializing” in the same way as there is to over optimizing keywords.
However, if this is the case then you should consider your social activities and how they are achieved. Much like link building, social activity should appear “natural”.
Although there appears to be less issues with “unnatural” building of your social presence it is realistic to believe that this may head you for penalties in the near future as Google improves it’s algorithm.
To help with social presence you should be building Facebook fan pages for your sites and other sites as mentioned above. Add “follow me” type links to your posts and pages to encourage other to interact with you on sicial media.
You can form or join groups in many social sites.
Currently increasing your social presence will help improve your sites rankings. Remember of course that this kind of social interaction can also increase your visitors (which in turn can help increase your overall site rankings).
Easy ways to increase site visitors is to “stumble” your posts and pages which can give an instant traffic boost. Tweeting every post and page on Twitter and posting to Facebook can also bring in floods of visitors.
Most of the above can be automated and many applications offer this automated posting as standard. One great example is Aweber. If you collect visitor emails (and you should) you can build a list and by sending out links to your site pages in that list can keep a continuous stream of repeat traffic going to your sites. Aweber offer a one click option to automatically tweet and post to Facebook all the emails you send to your list. This will dramatically increase your open rates and your site traffic and ultimately your revenue.
It is important to build a social network around your web site. Note that these measures are site wide and not page specific.
So when reviewing the ESS report results consider that you want to be above average and near the top of the range. If you are above the range then this may be absolutely OK but review how you are getting your social signals.