So how did social media influence the search results?
Overall, the websites’ search rankings changed by between a fall of 1.22 to a rise of 14.63. This shows that social media does indeed affect search results.
Google’s own properties yielded the best results by far (let the conspiracy theories commence…). The website that was linked to a Google+ business page saw a full 14.63 rise in its search position, while the website that had a Google+ +1 button rose 9.44.
And these stellar results, sadly, did not translate to Twitter. Targeting tweets and retweets only got the website a 2.88 rise in Google’s search results, and procuring 1,000 additional Twitter followers actually caused another site’s position to fall by 1.22.