There’s little doubt that search is changing, it’s becoming more social and more personal. It’s no longer the mundane experience of typing in some text, scanning the results and being done with it. It’s now about how to transform the search results to be contextually related to a user’s social media presence.
With social media adoption growing at such an incredible pace, search engines now have access to a massive, rich set of data on page popularity and quality. By integrating social signals, search engines have a direct line to understanding human opinion, and will continue to use this data to determine how pages should rank.
The socialization of search is more than just Tweeted URLs or Facebook Likes or LinkedIn Shares having a positive impact on generic rankings, it’s about influencing your social graph to see the content you share in their search results.
Suddenly, a huge social reach is a competitive advantage in SEO. If you’re doing SEO today, I think it’s no longer possible to ignore the growth of your social connections as a big part of your SEO strategy. Twitter followers, Facebook connections, LinkedIn account size and engagement across these won’t just be social metrics; they’ll be KPIs for SEO, too.