One of the hottest topics in SEO and social media marketing circles is the great debate between “likes” versus “links”. In other words, what is more likely to win out over the long term…social search or traditional search? It’s not merely a rhetorical question. Social media sites like Facebook are taking big bets that social search will eventually become the gold standard for information location. On the other hand, traditional search sites like Google have a strong advantage due to their current domination of the search sphere but even with that domination comes the need to recognize the growing importance of social in the search arena.
So, what does it all mean for small business? First and foremost, search is increasingly social – whether via traditional measures or via new venues like Facebook. On the other hand, even social search is unlikely to look anything like itself within just a few short years providing ample opportunity for anyone to take the lead.
The Current Status
Links: Traditional search engines like Google have relied upon ‘links’ to rate the popularity of a given website. That was great in the early days of the Internet but it didn’t take long before paid links, link farms and other black hat, grey hat and white hat techniques took over. What began as a method of estimating popularity among Internet users soon gave way to a virtual free-for-all as the un-natural emphasis on linking took precedent even over good content. Google and other search engines soon responded with a series of ever more stringent algorithm changes designed to identify quality content over the quantity of links. While this was a move in the right direction, it soon became clear that social networking sites like Facebook and Twitter often provided a more accurate measure of reader interest as reflected in real time. Today, there is a clear move toward integrating social media results into search viability in order to generate even more meaningful search results.
Likes: Social media started off as a method of communicating and connecting with friends and family but soon gave way to very real marketing and business applications. One of the most useful has been the ability to identify and track user metrics and relationships in “real time” or close to it. Unlike traditional search results which used proxy estimates (ie, “links”) to measure the perceived quality of a given bit of content; “likes” are direct from the user…no proxy or estimate required. Therefore they are considered more reliable, robust and less likely to be “gamed”. But is this actually accurate? Perhaps not. There are already sites capable of sending social media connections “on demand” in much the same way some content or reviews are solicited. On the other hand, technology is rapidly able to detect these artificial surges and is quickly moving to modify the overall impact.
The Future Face of Search
Whether you believe “links” or “likes” will ultimately win out, one thing is certain…social search is here to stay. Even Google has endorsed the value of social search with rapid adoption of “likes” as a growing part of the current algorithm. Opinions of customers as well as their friends and families will become increasingly important to each and every business in the nation…large or small. But what will a fully social search engine actually look like? There are a few enticing examples floating around the Internet from “those in the know” and we can tell you…exciting changes are in the works!
For example, let’s assume for a moment that you are searching for a dentist in town. You have no idea who to see or their reputation so turn to Facebook for information. A social search on Facebook would allow the user to narrow results by location and see which dentists your friends or family recommend. You would then be able to view dentists by community rating and perform web search results…all from the same page. Each result would link to the profile page and/or website for the designated dentist and even allow you to converse with the office rep online.
Notice how important the “likes” become! The community as a whole has a vote but so do your specific connections including family and friends. By creating a personal connection with YOUR connections, each dentist has a stronger likelihood of doing business with a new client. This is radically different than the way “links” provide data; instead of viewing results based upon the popularity of links and advertisements, you get real results from real people…people you know and trust personally.
Google is also preparing for changes with what they call the “next generation” of search. The next generation of search is able to apply sophisticated filters capable of identifying real information in meaning ways while excluding “noise” or as Google puts it…”things not strings”. Once again, social is integral to the growth of the “next generation” search.
Bottom Line for Business
The bottom line for business…social matters more than ever. Small business owners must recognize the rapid pace of these changes or face the challenge of playing “catch up” once major connections are already in place. The sad reality is those business entities which are prepared will reap major rewards while those that fail to plan will most certainly be left trying to attract attention among a sea of search results geared toward major network connectors and super-users.
http://maximizesocialmedia.com/
So, what does it all mean for small business? First and foremost, search is increasingly social – whether via traditional measures or via new venues like Facebook. On the other hand, even social search is unlikely to look anything like itself within just a few short years providing ample opportunity for anyone to take the lead.
The Current Status
Links: Traditional search engines like Google have relied upon ‘links’ to rate the popularity of a given website. That was great in the early days of the Internet but it didn’t take long before paid links, link farms and other black hat, grey hat and white hat techniques took over. What began as a method of estimating popularity among Internet users soon gave way to a virtual free-for-all as the un-natural emphasis on linking took precedent even over good content. Google and other search engines soon responded with a series of ever more stringent algorithm changes designed to identify quality content over the quantity of links. While this was a move in the right direction, it soon became clear that social networking sites like Facebook and Twitter often provided a more accurate measure of reader interest as reflected in real time. Today, there is a clear move toward integrating social media results into search viability in order to generate even more meaningful search results.
Likes: Social media started off as a method of communicating and connecting with friends and family but soon gave way to very real marketing and business applications. One of the most useful has been the ability to identify and track user metrics and relationships in “real time” or close to it. Unlike traditional search results which used proxy estimates (ie, “links”) to measure the perceived quality of a given bit of content; “likes” are direct from the user…no proxy or estimate required. Therefore they are considered more reliable, robust and less likely to be “gamed”. But is this actually accurate? Perhaps not. There are already sites capable of sending social media connections “on demand” in much the same way some content or reviews are solicited. On the other hand, technology is rapidly able to detect these artificial surges and is quickly moving to modify the overall impact.
The Future Face of Search
Whether you believe “links” or “likes” will ultimately win out, one thing is certain…social search is here to stay. Even Google has endorsed the value of social search with rapid adoption of “likes” as a growing part of the current algorithm. Opinions of customers as well as their friends and families will become increasingly important to each and every business in the nation…large or small. But what will a fully social search engine actually look like? There are a few enticing examples floating around the Internet from “those in the know” and we can tell you…exciting changes are in the works!
For example, let’s assume for a moment that you are searching for a dentist in town. You have no idea who to see or their reputation so turn to Facebook for information. A social search on Facebook would allow the user to narrow results by location and see which dentists your friends or family recommend. You would then be able to view dentists by community rating and perform web search results…all from the same page. Each result would link to the profile page and/or website for the designated dentist and even allow you to converse with the office rep online.
Notice how important the “likes” become! The community as a whole has a vote but so do your specific connections including family and friends. By creating a personal connection with YOUR connections, each dentist has a stronger likelihood of doing business with a new client. This is radically different than the way “links” provide data; instead of viewing results based upon the popularity of links and advertisements, you get real results from real people…people you know and trust personally.
Google is also preparing for changes with what they call the “next generation” of search. The next generation of search is able to apply sophisticated filters capable of identifying real information in meaning ways while excluding “noise” or as Google puts it…”things not strings”. Once again, social is integral to the growth of the “next generation” search.
Bottom Line for Business
The bottom line for business…social matters more than ever. Small business owners must recognize the rapid pace of these changes or face the challenge of playing “catch up” once major connections are already in place. The sad reality is those business entities which are prepared will reap major rewards while those that fail to plan will most certainly be left trying to attract attention among a sea of search results geared toward major network connectors and super-users.
http://maximizesocialmedia.com/
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