Over the last ten years, the search landscape has evolved and provided us with greater insights into the ways consumers interact with search engines. More recently Google, which has been pushing towards more personalized search results, has been forced to adapt its algorithms to accommodate for the explosion of social media. The search giant has also reacted by launching its own social network: Google+.
These events are telling of the impact of personalization and its potential to alter the search space. This white paper discusses the evolution of Google into a socially focused search engine, and examines the key elements that will play a major role in how users interact online, such as trust, influence and integration.
By: David Freeman, Head of SEO, Havas Media UK; and Winston Burton, SEO Director, Havas Media US