Let’s face it, with Google+ being the Google’s own social arm, Facebook and Twitter are obviously at a disadvantage when it comes to how well their profiles and posts/updates/tweets place in search rankings.
If you figure that it’s all about Google’s bias for its own service though, then think again because the high correlation between Google +1s and search rankings are actually not due to some magical points added to all posts on Google+ but the way the Google+ team chose to structure posts so as to make the impact in SEO terms. Of course, we all agree that their inside knowledge on the inner-workings of the search engine algorithm as well as the company’s direction gives them an unfair advantage over Facebook and Twitter. So you can say that, in a nutshell, it is why they’re lording it over the other social sites, or is it?
Looking at the Company Thrust
Before drawing conclusions about Google being better with search than Facebook or Twitter, we must first look at the company’s main thrust. While Google+ may be a social site, it is obvious that it’s mother company’s bread and butter remains to be search. Facebook and Twitter, on the other hand, are primarily social sites. They obviously have a certain dependence on search, but it is not what drives them. In fact, Facebook’s privacy settings prioritize user’s privacy or search engine indexing. User profiles on Facebook and Twitter are also not really aimed to give search engines more information, unlike Google+ profiles, which are very much optimized for search engines.
So perhaps, we can say that the discrepancy between Google+ and other social sites when it comes to SEO compatibility arises primarily not from Google’s partiality to its own service, but from the very way the social structure their content due to each company’s thrust.
That said, Facebook and Twitter could do better in terms of on-page optimization, particularly when it comes to title tags. While Google+ automatically includes the first 50 characters of your post in the title tag, Facebook and Twitter has opted to use super short tags. This has resulted in less relevancy signals for search engines to extract information from, and non-descriptive results appearing in SERPs.
What you can do to make your social profiles more SEO-friendly
Granted that posts of Google+ has way bigger effects on your search rankings that Facebook posts and Twitter updates ever will, then it makes complete sense to focus more on Google+ for your SEO campaign. This means really stepping it up when it comes to building your network on Google+, optimizing your Google+ posts, and continuing to share your content via the said social network.
What it doesn’t mean though is completely neglecting your Facebook and Twitter accounts. At the very least, you should make sure that all your posts on Facebook and Twitter are accessible to the public because if they aren’t search engines won’t be able to crawl and index those posts. For Facebook, creating a fan page instead (or aside) from your regular personal profile is the way to go. For Twitter, it merely means double-checking your settings.