Google’s search crawler will now index comments sent through third-party comment management systems, such as Disqus and Facebook comments, that allow users to login with their Facebook credentials, according to Econsultancy.
As more websites begin integrating comments on their sites, the value this user-generated content offers marketers will likely grow substantially. SEO campaigns will receive a boost when visitors leave messages that include certain keywords.
Furthermore, this development places a premium on comment moderation, as businesses that see spam posted to their comments could be negatively impacted. Additionally, inappropriate language and links could hurt a site’s SEO rankings.
There may be other SEO implications of indexed comments related to social data. Google currently doesn’t draw on Facebook data, but it uses social sharing from other platforms to rank results for logged-in users. With the prominence of Facebook comments, some speculate the search giant will have a way to break down the barrier that stands between it and Facebook data. Of course, Facebook is not the only medium for on-site comments that will be indexed.
Disqus is the most popular third-party comment management service, according to a Lijit report released earlier this year. The application is the used by 75 percent of websites implementing comment services.