With the emergence of social media and its impact on the SEO, a fresh look and understanding of SEO in regards to social data is required. Social search has gained much important with search engine such as Google giving increased weight to data that comes from social media. Along with social search becoming more crucial, it is also important to know how shared links impact SEO.
URL shorteners such as goo.gl, bit.ly, tiny.cc and so on, that are used to create short URLs for easy sharing of links (via social networks such as Twitter), has also become more popular recently with social web. Google’s Matt Cutts talks in a Google Webmaster Help video about how shortened URLs are treated at Google.
According to Cutts, almost all shorteners will use a “301 permanent redirect” in order to move the page to its appropriate destination. Any links to that 301 redirect will be treated as a link, to the destination, by Google for pagerank reasons. The destination page will also receive a “social promotion” bump for each friend or follower of the original tweeter.
Any other SEO data will be passed on (including anchor text, position on the page etc), although, many other rules also apply in social search. For instance, on social sites like Twitter, most core pages have nofollow tags on its outgoing links. However, this is not to say that the links are irrelevant. Cutts said that such links could be found in other pages where they will pass on link juice.