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First Glance: Google's Social Push May Make SEO Tactics Less Relevant

Google has enhanced its social search creds with changes that mix social search results throughout the results based on their relevancy. In the past, it notes in a blog post, these results appeared at the bottom. Now users will start seeing more results from co-workers and friends, with annotations below the results they've shared or created. As Google explains: "if you're thinking about climbing Mt. Kilimanjaro and your colleague Matt has written a blog post about his own experience, then we’ll bump up that post with a note and a picture."

Google has also made Social Search more comprehensive by adding notes for links people have shared on Twitter and other sites. So if you're looking for a video of President Obama on "The Daily Show", Google says, and a friend tweeted the video, that result might show up higher in your results and along with a note and picture of the friend.

There are a couple of implications for search marketers at first glance, David Binkowski, EVP of Digital Marketing at Lippe Taylor tells MarketingVOX. "They will have to focus more and more on social graph networks. Also results will be less gamed by the SEO world."

Not that SEO techniques won’t be relevant, he adds - they will. But as friends' activities become more relevant they will weed out inappropriate results faster. These enhancements also steps up Google’s competitiveness with Facebook, Binkowski says.


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