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When it comes to SEO, comments of all kinds are ignored. As a result of this ignoring by the search giants of the social media (relative to other ranking elements), there is still a focus today on “on page” and “off page” factors that go into page rankings. These external and internal factors mainly focus on HTML, associated coding, and external linking from other sites. The search engine algorithms have certainly evolved to embrace YouTube, Twitter, Facebook, Reddit, and the various other major draws on the Internet. However, there is still reluctance on the part of Google to embrace certain aspects of the Web. For example, a comment on a video is not going to show up in Google’s searches. Why is this? Say you want to look up a movie, but you can’t remember the name. You do, however, remember a snatch of dialogue from that movie, and it’s the only thing you can recall – at a seminal point in the film. If the studio or anyone else has provided that clip online, then a commenter may have repeated that dialogue under the clip. The fact that such comments don’t pop up when searched for in a search engine is not particularly useful for anyone.
Spamming posts or tweets with links is one reason why SEO strategies haven’t incorporated social media as much as many believe ought to be the case because the links and other elements found in them cannot be verified. And a lot of overhead has to go into ascertaining a genuine post as against one sent from a bot of some kind. New news media organizations have been established for this very reason – in order to ascertain the authenticity of cell or mobile phone footage, for example, or to establish the identity of a tweeter whose account may or may not be bogus.