Google Social Search – A practical case study

I think its safe to say the convergence between social media and search has finally taken place. Even though Social Search is still only available through Google Labs, it’s really only a matter of time before this technology hits the SERPs for good.

I’m glad to see social search is still optional in that a user must sign in to their google account before utilizing the technology (as opposed to incorporating social results which are widely popular on a broader social graph), but i’m still concerned about the practicality of this feature.  Yes, I would trust a friends recommendation over a complete stranger…but then again, I feel more comfortable checking out LOTS of reviews before I purchase something. Although I value friendships dearly in the decision making process…my friend’s don’t necessarily have the same taste in food, visual style, lifestyle, or culture…which makes the results skewed in a direction which may not necessarily reflect my preferences.

Considering Social Search also taps your digital “circle of trust” so to speak, it’s hard to put alot of weight on the opinions of “internet friends” (especially on twitter) you don’t really know.  The results are also dependent on friends taking the time to actually utilize social media to its fullest extent.  Although it feels like social media is everywhere, especially in the SEO world, most of my social circle has yet to really adopt it…neither has my family.  I think sometimes we forget, as digital marketers, that most of society has yet to really adopt social networks as primary means of communication.

And on that note, as of the writing of this article, the clip above only has 36,545 views…which I imagine is most of the SEO community.  Moral of the story? I don’t really see social search becoming a revolutionary search experience upgrade any time in the next few months. Remember when Google rolled out the ability to sort the rankings yourself? Yeah…who in the hell uses that? Or is even aware you can do that(disclaimer – do this in front of clients only if you intend to inform them its not how you preform SEO services…otherwise  they’ll flip out over your “magical” SEO abilities)?

Things I like about Google Social Search

1. In theory, yes, it enables users to get “trusted” information from their immediate and extended social circles.
2. It provides a much more personalized search experience – and definitely improves relevancy when researching purchases or travel.
3. Social Search enables a more cohesive and connected user experience – thereby centralizing your digital life more effectively.
4. The results are easy to consume – meaning – they make sense logically from a research standpoint.
5. You can see where the Bitly and Tiny URLs are pointing – no more mystery traveling!
6. It’s a signal that social media will have a tremendous impact on the way SEO’s approach enterprise level SEO in 2o10.

Things I don’t like about Google Social Search

1. I don’t necessarily trust the opinions of my friends ON SOCIAL MEDIA NETWORKS.
2. I’m not sure if this improves relevancy for factual information.  Seems to me opinions are subjective.   
3. There’s no way this will be adopted rapidly – not everyone uses Twitter like you do – and I don’t think society is quite ready.
4. I’m not a huge fan of Twitter (and neither is this guy) because it STILL seems like mostly inane babble to me.
5. I like my SERPs current format and I think universal search covers most of what I need to know.

Things i’d like to see included in Google Social Search

1. The option to include reviews from places like Yelp and Amazon.
2. The option to forward your specific results to a friend with one to three clicks (think permalink).
3. Incorporation of local search in a way which makes social recommendations immediately accessible contact wise.
4. A warp speed button.

Yes, a warp speed button. Because that would be awesome and I think Google needs this feature.  I’m tired of typing slower than the speed of light.