How Your Social Network Impacts Your Search Results

Your social network is influencing your search results…

We have all heard that our online activity has an influence on our search experience and now Google is making it a little more visible by way of social annotations. Why do we see those little photos of our friends in both paid and organic search results? Search engines determine that their content is most relevant because of cues from people in our social networks.

This new implementation of visual cues of endorsement into search results is creating the greatest influence social networks have had on search results since Google introduced social search in 2009. Google was not alone in their research and employed UC Berkeley to perform studies on its impact, which found that clicks on results with social annotations were increased by 15%, even as 89% of these annotations went unnoticed. It is clear that it is in the best interest of search engines to continue to improve their implementation of socially influenced results for users.

Google has implemented social annotations in organic, paid and even display advertising, raising the stakes for the search engine and digital marketers. This is yet another reason for Google to reinforce the Google+ social network and to encourage marketers to engage with their customers in Google+.

As the lines between organic search, display advertising, paid search and social media continue to blur, do you have an integrated digital marketing strategy that will ensure consistent messaging, and are you measuring the impact appropriately?

Read more on Rosetta.com: “The Importance of Social Annotations” The comprehensive point of view further explores this topic.

Discuss social annotations with Stephen Pitts by tweeting him @pittfall or emailing him at stephen.pitts@rosetta.com.

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