My page has many more likes than my competitor, but why don’t I rank better? – Because we don’t use Likes to rank pages.
A friend, Eli, who also happens to be one of the SEO specialists who inspired me when I started with SEO, asked the question to Google’s Gary Illyes: Why doesn’t my site rank better than my competitor’s, despite the fact that I have many more likes? The answer from Illyes could not be clearer: Because we don’t use Facebook likes to rank pages?