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Google And Bing Search Engines Get Smarter, More Social

Posted by Mohsin On 6/10/2012 09:54:00 AM 2 comments


Image representing Google as depicted in Crunc...
As Google and Microsoft plan to make the search experience better for consumers, small business will benefit. Some call it a search engine war. It is more like a search engine extravaganza. Read on. Google calls its new work the “Knowledge Graph” perhaps similar to Facebook’s Social Graph, but Google wants to inventory the 3.5 billion connections between the millions of “things” on the web and in the real world. Microsoft’s Bing rolled out its Social Search on May 15.

All of these major updates and shifts sound like corporate marketing speak on the surface, but underneath, they mean opportunity for the maker companies, small urban manufacturers, and small business owners who are doing a good job of “joining the social conversation.” If you are creating outposts in a variety of social networks and online content sites, as well as in real world events and locations, you can strengthen your web presence with these new updates in the search engine world.  It still takes a lot of work, frankly, but the opportunity to enhance your presence by way of participating and sharing valuable content has never been better.
According to PC World, about Bing:
“The new Bing lets users ask questions of their Facebook friends from within any search results page, so if you’re looking for a place to eat or something to do, you can get advice from friends alongside whatever the search engine spits out.”
The Washington Post reports on Google’s Knowledge Graph work:
“So an entry on Frank Lloyd Wright, Gomes said, will throw out a box that shows Google recognizes the famous architect, will show you images of his work and will even generate related suggested searches on other architects. These facts, Gomes said, are able to change based on how people are searching for a given term. In other instances, searches will throw out information such as concert dates for musicians.”
Put these changes together and you get more people finding you. Perhaps not immediately, but if you’re like Adafruit, for example, and you write about the new Raspberry Pi and the new Plate shield for it, then on share a photo via Flickr, then on Twitter and Facebook, Google or Bing is more likely to yield some details about that.
By creating a better search experience for consumers, which means that consumers see more relevant results, your content strategy needs to shift. The Google “Knowledge Graph” makes room for creating “social objects” as Gaping Void author/artist Hugh MacLeod likes to call the process of deepening your social footprint. Bing’s Social Search enhancements make it less obtrusive for consumers, too.  Ultimately, these changes take word of mouth to the next level and give us access to what our customers and friends think about products and services, good and bad, in ways that search hasn’t done to date. Social engagement is more important than ever.

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