Is Social Search the Future of Search?
 by Mattya56
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06-25-2007
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What is Social Search?
There are so many different kinds of Search, and even more terms related to Search, that it can be difficult just to keep up with an SEO when talking about strategies related to Search Engine Marketing. Social Search has been a bit of a hot topics over the last few years, and to be honest I don't think we've yet seen the full potential of its power. With the impending acceptance of Web 3.0 (basically Web 2.0 but now on mobile handsets like smart phones and pocket PCs), Social Search will become more and more powerful.
But before we go down that path, let's try to flesh out a clear understanding about what Social Search is. Social Search Engines toss out traditional search-based algorithms by delivering results based on user experience. But what does that really mean? Are there people sitting around writing reviews on Web sites? No, that would take us a giant step backward to the days prior to the Google algorithm that radically changed the way you, I and pretty much everyone else online experiences the Web. Social Search uses a system of submission to determine the relevance of certain Web sites. A perfect example of this is Digg.com. We profiled Digg.com and the "Digg Effect" in another article so we won't go into gory detail again here. Long story short, Digg.com allows users to essentially submit articles with a brief summary and allows ranking by the user. The more articles you submit, the more valuable the weight of your submissions. Articles listed at the top of their specific categories will get a lot of traffic from Digg.com users. This traffic and the power of the link then adds weight to that sites PageRank and abra cadabra - the Digg Effect.
Social Search Sites
There are obviously more Social Search sites than just Digg.com. Furl.com is another great sites, de.li.ci.ous.com is a bookmarking site that allows other users to find sites based on what others have bookmarked. The sites allow humans to make judgments as to what sites are relevant. Many people find this a better litmus test than what a mathematical algorithm determines is the best. For the most part I tend to agree with the human element of Social Search Engines. I like to be referred to a new site that has unique and interesting content. Using a traditional Search Engine you do not always have the chance to find new sites, because the ones that are big and popular are usually monopolizing the first few pages of the SERP, and like millions of other searchers I'm not the kind of guy looking for stuff on page 10.
Use Social Search to Your Advantage
Get active on some Social Search sites that cater to your core audience. Submit articles that are unique. Submit articles that are not related to your site to gain some respect amongst other users. But like writing a blog, you need to be as consistent as possible. You know that each and everyday you read something interesting online, right. Now go post it on a Social Search site and build yourself up so you can build your site up. You never know, you just might attract people you never thought possible.
