Some of those who are reading this may have seen a recent documentary from Channel 4’s Dispatches team. The programme investigated the purchase of social media influence from companies in the UK and abroad. Businesses and celebrities who want to build up a following, whether for reasons of appearance or in an effort to boost their search rankings, are able to source hundreds of new fans and followers from overseas with just a few pounds.
In order to show you why it’s a bad idea to purchase so-called social indicators in an effort to bolster your SEO, I’m going to show you what happened to a site of mine. This was actually a deliberate attempt to sabotage it by a competitor. That’s right – buying social indicators is so bad for your SEO that rivals will attack you by doing it!
About the Site
The target was a small, simple local business site. There were a few pages about the services, some photos, and contact information. It was ranking on the first page for its target keyword, between positions 7 and 9. I had set up a Google Plus page for the business (as we all know, Plus is great for your SEO) and things were moving forward.
Then, this happened:
88 new +1s for the tiny local business page, all on the same day. There is no way that these were natural – in their niche, the business would not have that many customers in an entire year. No other SEO work had been done recently, so the following results were purely due to the new influx of +1s.
The business lost its first page ranking for the target keyword, disappearing completely from the results. It has also lost its good positions for secondary keywords. Luckily, it still appears in the local listings and is receiving some traffic that way, so the situation is not as bad as it could be – but can you rely on this?
The Bottom Line
Don’t buy ‘Social SEO’ packages which offer to deliver a set number of ‘real, natural’ fans and followers to your business in a short time period. It will only ever be harmful. Instead, concentrate on creating great content and networking to build a real social base. I Say! Digital can support you in this. Why not give us a call and ask what we could do for your business?