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The collision of search and social


Keeping up with SEO can be a maddening experience for marketers. Not only are we fighting a zillion competitors to get to the top of search engine results in our given category, but we need to stay up on shifting search engine algorithms that impact how content is ranked.

Social media is making this even more challenging. Social network traffic constitutes 33% more content than it did just two years ago. This explosion of content is causing Google, Bing, and others to shift the way they rank search results. That's why we're so pleased to have Rohn Jay Miller from Native Instinct with us to share insights into the collision of search and social. As content and social strategy consultants, Native Instinct is seeing three major ways social media is changing search.

  • Ranking. Recommended links on sites like Twitter, LinkedIn, and Facebook have a great deal of currency with Google. With people placing increasing importance on user commentary (i.e., recommendations from friends, family, colleagues, and others) when making buying decisions, search engines are giving greater weight to this type of content when ranking search results.
  • Content. Tweets, Facebook posts, YouTube videos, and other social media messages aren't just helping Google decide what's important or not. It's actual content that needs to be returned in search queries. If, for example, someone recommends a product on Facebook, that recommendation may well show up in Google search results.
  • Social networks are embarking on highly specialized search. They're delivering highly specialized search results for niche markets. This will be particularly valuable for marketers as we look to glean more market research data out of social media sites.

Need help navigating the world of search and social? Contact a Vitamin T agent.

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