Search engine optimisation (SEO) is an ever-evolving practice, and one question that continues to spark debate is: Do social signals affect SEO rankings? Social signals refer to interactions such as likes, shares, comments, and follower counts on platforms like Facebook, LinkedIn, X (formerly Twitter), Instagram, and YouTube. While Google has repeatedly stated that these signals are not direct ranking factors, the story doesn’t end there.
- 1. What Are Social Signals in SEO?
- 2. Google’s Official Statement on Social Signals
- 3. The Indirect Influence of Social Signals
- 4. YouTube: A Search and Social Hybrid
- 5. X (Twitter): Fastest Path to Indexing
- 6. LinkedIn: Trust Signals for B2B SEO
- 7. Facebook and Instagram: Lower SEO Impact but High Visibility
- 8. Does Google Track Likes, Shares, and Followers?
- 9. Social Signals and E-E-A-T
- 10. How to Use Social Media for SEO Success
- 11. Common Misconceptions
- References
In this article, we’ll explore whether social signals truly influence SEO in 2025, how they can indirectly impact your rankings, and what marketers should prioritise in their digital strategy.
1. What Are Social Signals in SEO?
Social signals are any engagement metrics generated on social media platforms, such as:
- Likes and reactions
- Shares and reposts
- Comments and mentions
- Follower or subscriber growth
- Branded hashtags
While these signals do not directly influence Google’s ranking algorithm, they can affect how your content is discovered, shared, and linked to, which does influence SEO.
2. Google’s Official Statement on Social Signals
Google has long maintained that social signals are not a direct ranking factor. In a 2023 statement, Google Search Liaison noted:
“While content from social platforms may appear in search, the number of likes or shares alone is not used as a ranking signal” (Google Search Central, 2023).
That said, public content from social media is indexed by Google. If your post, tweet, or video is publicly accessible, it may show up in search results and help users discover your brand.
3. The Indirect Influence of Social Signals
Even though social engagement may not directly boost your Google ranking, it has significant indirect benefits for SEO:
a. Social Sharing Drives Backlinks
When your content is shared widely on social media, it reaches a larger audience—including bloggers, journalists, and webmasters. This increases the chances of getting natural backlinks, a major ranking factor (Ahrefs, 2024).
b. Speeds Up Indexing
Google discovers content faster if it’s shared on high-traffic platforms like X or LinkedIn. When you post a new blog and share it on social, Googlebot may crawl it sooner, especially if your social accounts are public.
c. Increases Brand Searches
Social media raises brand awareness. When users search for your brand or products directly, it sends positive signals to Google about your authority (Moz, 2024).
d. Improves Engagement Metrics
Social engagement often translates into better click-through rates (CTR), longer session durations, and lower bounce rates, which Google may interpret as indicators of quality.
4. YouTube: A Search and Social Hybrid
YouTube is both the world’s second-largest search engine and a social platform. Engagement metrics such as likes, comments, watch time, and shares all contribute to YouTube’s internal algorithm, and videos often rank in Google search as well.
A study by Backlinko (2024) revealed that videos with higher engagement metrics were more likely to appear in both YouTube and Google SERPs.
To optimise YouTube for SEO:
- Use relevant keywords in the title and description
- Add closed captions and timestamps
- Link to relevant blog posts or web pages
- Encourage comments and interaction
Tools like TubeBuddy and vidIQ can help with optimisation.
5. X (Twitter): Fastest Path to Indexing
X (formerly Twitter) is Google’s favourite social platform in terms of indexability. Tweets from public accounts often appear in Google search results within minutes.
Tweeting your blog posts or product pages can:
- Help Google discover new content faster
- Appear in Google’s “Top Stories” or tweet carousels
- Trigger traffic spikes that lead to natural links
According to Search Engine Journal (2024), tweets with high engagement were 38% more likely to be indexed in search results.
6. LinkedIn: Trust Signals for B2B SEO
LinkedIn has strong domain authority and frequently appears in search results. Optimising your LinkedIn profile and sharing high-quality content can:
- Improve your professional visibility
- Generate backlinks from connections or partner sites
- Build E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
For B2B marketers, publishing on LinkedIn is a powerful way to build your personal and company brand authority.
7. Facebook and Instagram: Lower SEO Impact but High Visibility
Facebook and Instagram are largely closed platforms, meaning most user content is not visible to search engines. However:
- Public pages and business profiles are indexed
- Facebook reviews may show in search results
- Facebook can drive referral traffic that influences behavioural metrics (e.g., time on site)
Instagram SEO is limited, but profile bios, hashtags, and usernames can still show in branded searches.
8. Does Google Track Likes, Shares, and Followers?
No. Google’s algorithm does not count likes or follower counts as ranking signals. However, it may use:
- Social mentions to identify entities and topics
- Branded searches to assess popularity
- Publicly visible URLs to crawl and index content
As Google’s AI evolves, it’s increasingly capable of connecting offline popularity and online authority (Google Search Central, 2023).
9. Social Signals and E-E-A-T
E-E-A-T is not a ranking factor but a concept Google uses to assess content quality. Social presence supports E-E-A-T in several ways:
- Demonstrates real-world reputation
- Highlights who is behind the content
- Signals trustworthiness through active communities
For example, a health brand with verified doctors who publish on LinkedIn and speak in YouTube videos builds both trust and authority.
10. How to Use Social Media for SEO Success
To use social platforms effectively for SEO, follow these tips:
| Tactic | Benefit |
| Share every blog post on social | Speeds indexing, boosts visibility |
| Engage in conversations | Increases brand exposure and mentions |
| Encourage sharing | Amplifies content reach and link potential |
| Use consistent branding | Builds recognition across search and social |
| Optimise profiles and bios | Improves indexing and trust |
Use tools like BuzzSumo and Social Searcher to monitor brand mentions and engagement trends.
11. Common Misconceptions
| Myth | Reality |
| “Likes and shares boost SEO directly” | False – but they increase exposure and chance of backlinks |
| “Google can’t see social content” | Partially true – public content is indexed, private content is not |
| “You don’t need social if you rank already” | False – social helps build long-term trust and discoverability |
Note
While social signals themselves are not official Google ranking factors, their indirect impact on SEO is undeniable. From content visibility and backlink opportunities to brand recognition and trust, social media is a powerful tool that supports your SEO efforts in meaningful ways.
In 2025, SEO isn’t just about keywords or links—it’s about creating a connected web of trust, and social presence is a key part of that web. By combining great content with smart social strategies, you can amplify your reach, build authority, and climb the search rankings over time.
More Read
References
Ahrefs. (2024). How Social Engagement Correlates With Backlinks and SEO. https://ahrefs.com/blog/social-seo
Backlinko. (2024). YouTube Ranking Factors Study. https://backlinko.com/youtube-ranking-factors
Google Search Central. (2023). Are Social Signals a Ranking Factor?. https://developers.google.com/search/blog/2023/social-signals
Moz. (2024). CTR and Brand Mentions in SEO. https://moz.com/blog/brand-mentions-seo
Search Engine Journal. (2024). The Truth About Social Signals in 2024. https://www.searchenginejournal.com/social-signals-seo
Statista. (2024). User Trust in Brands on Social Media. https://www.statista.com/statistics/268340/social-media-users-worldwide
