Nice presentation by Hubspot on the evolving nature of search engine optimization (SEO). The video talks you through how SEO has evolved first from being all about page content (Context), to being heavily influenced by inbound links (Authority), and now to being highly customized based largely off of social media data (Personalized).
“At any one time you rank #1 or #8 or #40 based on who is searching, where they search, and what is happening.”
In other words, who you’re connected to, what is known about your interests, and things like your search history affect the order of how websites appear in your searches.
So one basic answer to the question “Why does social media matter?” is for search engine optimization.
Check out the presentation below if you want more info, or watch the video if you’re really salivating. 🙂