How to create natural social signals ?

OP: use your instincts.

I cannot remember the last time Google sent me to a second-rate website after making a search query. I'm sure it happens now and again, but it is so infrequent compared to years past.

I'm a very active Twitter user and see companies follow me, and then unfollow once they realise I'm not going to follow back. I also see dodgy accounts attempting to hijack trends in order to push people to their affiliate websites. They get ignored and blocked.

The system cannot be gamed these days, and that's a good thing. The surest way to make money online is to vigorously build a site that people want to visit, and then get the word out as you see with every other business. Do that, and provide authentic value, and you'll go places. You shouldn't need to think about creating 'natural' social signals - it should be an intuitive process.

Case in point: I'm an e-cigarette user, and have seen lots of small e-cig stores start up over the last few years. They usually start with a simple site and a small stock of the kit that 'vapers' really want. They then go to e-cig forums and start advertising their business in the vendor sub-forums, as well as joining the community discussion. Inevitably they set up Twitter and Facebook accounts so customers can reach them with problems, as well as to notify them of new stock, offers and discounts. Those that stick at it are still there, and prospering.