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Decisions just got easier with the addition of new social features to Bing. By bringing together the power of search and Facebook, people can now receive personalized search results based on the opinions of their friends by simply signing into Facebook. These features, available now, make it easy to see what people’s Facebook friends “like” across the Web, incorporate the collective IQ of the Web into their decision making, and conduct conversational searches. Decisions can now be made not just with facts, but with the opinions of trusted friends and collective wisdom from the Web, resulting in smarter, faster decisions. Also available today is the new Bing Bar, that includes the first universal “like” button, making it easy for people to “like” any page on the Web. As a publisher your messaging is going to be amplified due to how Bing is surfacing the messages to consumer.
With social media’s rise to prominence has come an increased influence on search. Search engines are always striving to return the most relevant results when a searcher uses their services, and integrating social signals is one more way Bing can understand what matters most to a searcher. By integrating social signals from the social sphere, we can help guide searchers to the best results. If people feel something is worth calling out socially as “the best”, it’s obvious hearing their opinions at the time someone is scanning for search results can have an impact on click choices made by that individual searcher. By watching signals such as this, Bing integrates results that matter more to searchers, returning more relevant results. Those searchers are your customers. The signals they see are coming from the “friends” and “followers” your business has online.
Here is a snapshot of how the features work:
But it’s not just friends that can help out. There’s also value in the larger brain trust of the Web. Bing now brings the collective IQ of people to decision making online when friends may not have the right expertise, or a person may not know exactly what they’re looking for.
Many decisions require a discussion with friends. By combining Facebook’s communication tools with Bing, search can become conversational – taking decision-making on Bing from a passive experience to an active dialogue. Bing’s vision is to combine the power of discovery with the empowerment of conversation.
To clarify, this does not rerank the search results per se. When Bing understands a searcher’s results contain annotations from their friends, we bring those results to the main page or results so the searcher can see them. They are inserted for viewing, not replacing anything we would show in the organic results. Bing expands the real estate on the page to showcase the socially annotated results. The results themselves shift to accommodate this, with the order of ranking remaining the same. Regardless of whether you are logged in socially or not, the actual order of the ten organic results does not change.
Here’s how social works with Bing:
It all starts with people sharing and liking content. These actions lead people to share their feedback via outlets such as Facebook and Twitter. Bing collects the publically available information to work into our processing and indexing of content. From there, we process the data and factor that into ranking. All of this happens very rapidly, with signals being collected in real-time, and results showing nearly as fast on search results pages.
Rising above the noise
Here are some things to consider as search engines become more social. Some will be items you already perform, while others may require you to rethink how you approach building your site, content and community.
Things you should be doing now
There is a lot of conversation about the future of search these days. One thing we can tell you for certain is that social will surely play a role in whatever future search has. The ability to use social signals to fine tune search results, making them much more relevant for every searcher, is simply too important to overlook. Search and social will each continue to evolve. While neither will replace the other, they will continue to remain inseparable as part of a well-rounded marketing plan.
Final thought on managing social: Avoid spammy communities
As Link Farms flourished over the past few years with a goal to game the search engines with paid links, today we are seeing the advent of Like Farms. In the images below, you can see the difference between content which gets shared organically (on the top), though people sharing with legitimate friends and followers, and the kind of sharing that happens through Like Farm-style sharing (on the bottom). It’s pretty easy for Bing to spot these activities as the patterns are obvious.
If you are growing a legitimate community of followers they can actually help you share your content. This does take time, though, so be ready to put in the work if you want the success. Taking shortcuts like using auto-follow services to boost your fan counts, or using “auto-Like” services may seem like a smart use of your time, but in the end they won’t help your efforts. You’ll end up wasting time, and sometimes even money, on tactics that simply don’t work long term.
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I think that this type of search, where "people can now receive personalized search results based on the opinions of their friends by simply signing into Facebook" is going to be seen as a bigger and bigger problem. If there's a guy who can sense the breeze of the zeitgeist before it becomes a hurricane, it's Eli Pariser (he's the reason you know the name "MoveOn.org"), and his recent book and Ted talk warn strongly of Online "Filter Bubbles." Because personalization really insulates us from learning new ideas. It's the new gatekeeper of publishing, and it has no morality.
Additionally, that is a good analysis of how to spot junk content/spam. Our Boston internet marketing firm believes strongly in SEO via providing real value - an idea lost to many, unfortunately.
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It's a great implementation and very informative for those who are in SEO industry. I am trying to keep my site, http://www.infolizer.com updated and using social opportunites to get good results.
great article, I am noticing the massively growing pharmacy www.medical-specialists.co.uk is not showing much on Bing, this article has explained why to some extent
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