This a a good article from Search Engine Land about how social is affecting search and speaks to how Google is pushing the social aspects in SERPs.
The recommendations of our friends and colleagues have always been one of the most influential drivers of sales. The same is true online. Consider the research:
- When asked what sources “influence your decision to use or not use a particular company, brand or product,” 71 percent claim reviews from family members or friends exert a “great deal” or “fair amount” of influence. (Harris Interactive, June 2010).
- Ninety percent of consumers online trust recommendations from people they know; 70 percent trust opinions of unknown users. (Econsultancy, July 2009).
- Fifty-three percent of people on Twitter recommend companies and/or products in their tweets, with 48 percent of them delivering on their intention to buy the product. (ROI Research for Performance, June 2010).
We all have limited time. Relationships are a way to help us quickly figure out what is most relevant and trustworthy. Our friends and the online community are helping us make decisions.
Just as you’re more likely to buy from a trusted merchant, you’re also more likely to click on an ad from an advertiser you like or your friends like.
Google took their first step toward monetizing relationships with the addition of the +1 box on text ads:
This is a natural evolution of AdWords. But, it’s only the tip of the iceberg of how social media will impact paid search advertising.
Google is starting to monetize not just what you do, but who you are.