I was following this conversation https://plus.google.com/u/0/+RandFishkin/posts/4keiQ5C4BF4 started by +Rand Fishkin of +Moz and replied to a comment, then thoght hey this is almost a full blog post, so coppied it and pasted that comment here.I have made a few adjustments so that the information flow within my comment makes sense without reading the whole conversation, which evolved around SEO (Search Engine Optimization) and related marketing issues, where a big brand's SERP's were discussed, with the question being
Why did their face book page appear above their web site in the SERP's (Search Engine Results Pages)
My response....
These are very tricky issues, and great care needs to be taken when creating content to ensure that links are functional, and that you do not always link to the same page within your blog or web site.
Linking to a home page only does not do very much good, as any single page within a single domain, can only carry so much domain value value, and the page rank value of any page is limited through an algorithm, so that it can not exceed any page within the entire domain by more than a fixed percentage difference of the domain value. This keeps very small web sites out of the picture, and rewards the big brands with big sites considerably, as they can build a sizable domain rank value an awful lot easier than a small web site would, how ever there are other issues at play which mitigate this a little or considerably depending on who you talk to..
Getting the inbound links is one issue, but getting inbound links to a number of different pages is a lot more difficult, and this takes some serious effort on the part of your management team to ensure that all parties are on the same page in the company marketing strategy book.
In theory your social media posts should link to different pages of your web site or blog, and discuss the content of that page, or at least be semantically linked to the page that the post links to. Your web site should be set up so that a brand page on G+ is the registered publisher, and your authors should also have G+ profiles that are accredited as authors of specified pages within your web site or blog.
If you use the Google author and Google publisher methods to gain trust from Google your online work will do better in the SERP's (Search Engine Results Pages)
Problem is that people have got a *FRIGHT ATTACK* and now fear using links due to the associated penalties of *PANDA and PENGUIN* because they have not been properly informed by their SEO (Search Engine Optimisation) team on the issues related to PANDA and PENGUIN.
These two Google Search Algorithms carry punitive SEOVI (Search Engine Optimisation Value Indicators) and distribute them out to sites that they deem are cheating or pushing their luck in some way.
The fact that a disavow tool even exists has caused some panic in the ranks of marketing folks, and they have spread the word that links can be poisonous to your site or blog.
This misconception needs to be put to rest, but I will not be doing that, as this creates work for me. Links are still the most important part of Google's algorithms, and they will be for some time to come. Social signals are also links, but they carry different information than a standard hyperlink, and also have a hook that drags information about the source of the social signal (you when you clicked the like button) along for the ride, with instructions on how to get back home, and where to deliver the parcels that they are carrying when getting back home, so that counters can be updated and verified.
Inbound links to a page are the most vital SEOVI (Search Engine Optimisation Value Indicators) and carry the most weight of any signals for Google to determine your SERP's (Search Engine Results Pages) It is for this exact reason that you need to link to your blog posts and web pages from within your social media posts.
If your face book page has more inbound links than your web site, it may appear above your web site in the SERP's (Search Engine Results Pages). to solve this issue, be sure to link out to your web site or blog from your social media profile in post that you make an a regular basis. Be sure to link to relevant landing pages where the content is semantically linked to your posts, and do this often. This will or at least should generate enough links to your web site, as these are carried along in the shares, and re-shares of your faceBook posts
hope you understood this and found this useful. for more see http://4ubrand.blogspot.com
enjoy you day further
other links on this blog that are recomended reading for this issue
http://4ubrand.blogspot.com/p/blog-page.html (what is SEO)
http://4ubrand.blogspot.com/p/blog-page_4.html (links and link building)
http://4ubrand.blogspot.com/p/fufism-functional-user-firendly.html (What is #FUFISM)