{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.

No_results

That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.

Logo_distressed

Sorry about this, there is a problem with our search at the moment.
Please try again later.

It’s official: social media has taken over every aspect of our lives, from brands we interact with, to sharing content, so it was only a matter of time before the likes of Google and Bing began taking the medium’s influence into consideration when deciding on authority of content.

Search algorithms are now evolving in response to the social media revolution, with ‘human authority’ now very much a part of the mix in SERPs.

No longer is it simply a case of pushing your way to the top of the tree with link building and clever keyword integration, but just how does social search differ from more traditional SEO techniques?

Realtime search and social search

Google and Bing already have similar social search features, which show you results based on what your friends are ‘liking’ on Facebook or sharing across the web.

And up until July 2011, users could see realtime tweets in SERPS. But with the launch of Google’s own social network, Google+, it now looks like the ‘+1’ sharing feature will take not only the precedence over realtime tweets on the SERP, but could quash Facebook ‘likes’ as the prime social traffic driver. 

You are what you tweet 

Having your content shared won’t necessarily guarantee you the coveted page one ranking. Both Google and Bing say it’s all about the type of influencer, as well as the content itself.

For example, links shared from a Twitter account with a high Google PageRank score will have far more kudos than those from a low page rank. For brands, this means identifying quality influencers that will enhance content sharing to help build your content’s ranking.

Experiment, but always go back to basics:

Harnessing social media as a traffic driver presents a huge opportunity for the digital marketer, but while it’s now obvious that a social media strategy is now essential for any brand, this doesn’t mean you should ignore the more ‘traditional’ forms of search marketing.

SEO and PPC are still the primary factor in your digital strategy and only with a solid, multichannel approach can you begin to make the most of social search.

Nick Jones

Published 21 July, 2011 by Nick Jones

Nick Jones is MD at I Spy Marketing and a contributor to Econsultancy. You can connect with Nick on LinkedIn or follow him on Twitter

5 more posts from this author

Comments (7)

Comment
No-profile-pic
Save or Cancel
Avatar-blank-50x50

Depesh Mandalia, Head of Digital Marketing at Lost My Name

As far as Twitter goes and the influence on your SEO efforts, Rand Fishkin (SEOMoz) conducted a few interesting tests around this which showed that whilst Google doesn't have direct access to Twitter for instant results right now, it does use Twitter 'digger' sites like Topsy to surface content - of course it all depends on the strength of your twitter profile and the keyword(s) you're trying to rank for... http://www.seomoz.org/blog/do-tweets-still-effect-rankings - the SEO pyramid is a pretty good print out reference guide

about 5 years ago

Avatar-blank-50x50

Nick Stamoulis

I think both Google and Bing have admitted that they look at author authority as a social search signal. They know that spammers will create 100s of fake Twitter accounts to boost the reTweet count, so this is how they combat that. It's quality, not quantity!

about 5 years ago

Avatar-blank-50x50

Nick Jones

@Nick - I agree 100% and we have the client data to back this up. Those with fantastic, active social media programmes and communities are winning in natural search.

about 5 years ago

Avatar-blank-50x50

Galen Rodgers

Great article and thanks for sharing. It is clearly evident this is the future of search. Great for true marketers that share and build true networks but moreover, great for consumers as we should be able to get better search experiences.

about 5 years ago

Avatar-blank-50x50

Charlie

SEO should call now "Social Engine Optimization" :) There's no doubt social factors are going to impact SEPR's in some way... sooner or later.
I don't know how SE will detect spammers who takes this new way to push their "websites".
Google+ is doing good, but it's to early to think how much of this is going directly to the real time search, just because there are few people right now joining the tool...
Let's see what happens!

about 5 years ago

Avatar-blank-50x50

Angel

Google can ultimately create whatever enters its thoughts, and sometimes they are successful. The success amounts to the household name of Google and all around global awareness. It's like a monster truck amongst smart cars, anything Google does everyone can see instantly. On the otherhand sites like Facebook and Twitter wil suffer losses I'm sure from the creation of Google+ however it will take time. And by that time Bing+ could take over, people are trendy, and like the above stated "sticking with basics" is the only way to really track these trends through social media.

about 5 years ago

Avatar-blank-50x50

Barb Chamberlain

Could you clarify what you mean by a Twitter account with a high PageRank score? I don't think of Twitter profiles as pages that get ranked the same way websites or blogs do. The set of links visible changes daily based on tweets, other than the one URL in my profile.

In the short term I don't believe Google's +1 will squash FB as a social traffic driver, based solely on the volume of FB likes and shares taking place among 600M+ people looking at millions of pages that don't yet have a +1 button installed. In the long run I'd bet on Google.

@BarbChamberlain

about 5 years ago

Comment
No-profile-pic
Save or Cancel
Daily_pulse_signup_wide

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.