Google is Not Currently Considering Social Signals, But Change Could Be On the Horizon

I can also see social media really becoming a ranking factor, Jayne. Especially with the rising emphasis on identity and Google’s desire to retire the “anonymous Web.” We’ll see what kind of technological solutions, and algorithmic hacks they come up with to make it a reality..!

Harold,

A quote I have on my board says “smooth seas do not make skillful sailors. Expect rough waters and tackle them as learning experiences.” You’re right, it can be hard to “ride the wave” of Internet marketing with the landscape changing at what feels like an ever-increasing rate, but I tend to like a puzzle and I tend to like being employed (after all, if search marketing was easy everyone would do it! Thanks for keeping it complicated, Google. My water bill thanks you.). In all seriousness, though — I really do think Google’s continual changes are more positive than they are inconvenient. I believe Google is truly working to build a bigger and better Web experience that’s ready to proactively (rather than reactively) embrace ever-changing technological advances as well as the ever-changing needs of consumers.

We don’t work in a “set it and forget it” industry; it wouldn’t make any sense for Google to set it and forget it, either. (As much as we’d like them to for just a month or so…. )

Thanks for the comment. I’m a real sucker for community discussion. :)

Strongly agree, Jason! Google is always looking for new ways to eliminate “the anonymous Web” as much as possible, and to perceive the authority of websites (with PageRank [theoretically] on its way out; what’s on its way in?). Optimizing for search isn’t a plug and play process anymore; it’s all about creating a holistic Web experience, and genuinely building relationships and communities is a huge part of that whole.

It actually sounds like Google is pretty open about wanting to take into consideration social signals, but, as Matt discusses in this video, there seem to be two big things currently keeping them from putting more emphasis on social right now: One factor being the unstable connection they have with third-party networks. In other words, Google currently relied on Twitter and/or Facebook allowing Google to collect information from their sites, and this is a privileged that a) comes with quite a few strings attached, and b) could be revoked at any time. (Why would Google waste valuable engineering time when their efforts could be null at any moment?) The other factor is how “imperfect the Web is” in 2014, specifically in regards to the algorithm’s inability to parse personal information with sensitivity. As Google continues to make more strides towards building “the Star Trek computer” I think the machine’s ability to better handle these sensitive privacy issues will undoubtedly improve, which will opening the door more and more for social signals to matter more and more.