Google's Matt Cutts has confirmed in a video posting this week that search engine results pages (SERPS) on the website now factor in social signals when determining rankings.

Mr Cutts stated in May that these elements were not included in the algorithm Google using to determine the ordering of its SERPs, but he has now said that this has changed.

However, according to Search Engine Land, Mr Cutts explained that this does not automatically mean that the more followers a company has on their Facebook or Twitter accounts, the higher they will rank on Google.

Rather, followers that have a good reputation would be the key to improving search engine marketing.

Although the Google representative did not specify exactly what this entails, it was suggested by Search Engine Land that factors such as the number of retweets and links that were included in such tweets would be considered.

Earlier this month, Danny Sullivan of the site claimed that sites like Twitter were playing a role in web rankings, noting "retweets serve as a new form a link building" if they come from reputable individuals.

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