Why are the number of social signals falling?
Even though the number of social signals will generally keep increasing, there are two reasons why this number can also fall:
Firstly, the networks regularly delete fake accounts. When this happens, the social signals from these accounts also disappear. Since the camouflaging of fake accounts often involves legitimate sites, this can affect all domains. Also, network users sometimes retract their own “likes” or similar interactions, or delete their accounts.
Secondly, we regularly test the availability of URLs. If, for example, a website underwent a re-launch and no steps to redirect the old URLs to the new were taken, we will delete those “old” URLs from the database.