Google and Bing, through the use of web-crawlers, determine the network of links that build the web itself. The World Wide Web is a web because of the links generated between pages. A website may be linked to review pages, which are linked to the blogs of partners and satisfied customers, which are in turn linked to social media pages. These links give domain authority to individual pages and communicate to Google and Bing that your page is a valuable source of information to a user of their respective search engines. The more popular the webpage that links to your webpages the greater the authority that is imparted onto your site. Meaning that the more links you receive, and the more popular the sites they are linked from, the stronger your site becomes, and therefore, the more likely a client is to be shown your site; pending your site is dense in keywords that your client is likely to use.
So why build a social media presence? Because you can control it. You can keep it active with content that not only clients may like, but that show those search engines that a social media account which is linked to your business page is actively engaged with the internet community. Search engines algorithms like this type of activity. You can use your social media platforms to link to your blogs, to link to your business site, to link to your YouTube page, to link to your reviews, to link to your listings, to link to each other, and in turn all these other sites can link back to your social media platforms. You are, in simple terms, creating your own web within the web. Except that this web is built around your business. Each additional site that you are able to add to this web can act as a multiplier, adding another node which can link to all others and be linked back to. As a Realtor, this concept can be a powerful online strategy, but it takes time to initially develop. Which bring us to the next issue: how to manage your social media platforms.