Social search: links are dead, social is the new PageRank

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Social Search: Links are Dead, Social is the New Pagerank Bing to use Facebook Data in Search

2 comments Wednesday, October 13, 2010 ViewComments By Rich Ord 2 Buzz This

Microsoft  partners with Facebook to bring social relevance to its Bing search engine. This is a huge announcement  with deep implications for the future of search and whether Bing can make usage gains on Google. Facebook co-founder Mark Zuckerberg himself made this announcement of a social search partnership with Bing.

Zuckerberg stated, "What makes this a great partnership is that in this case Microsoft is the underdog in search. In fact, I couldn't think of anyone better to be working with to build the next generation of search!"

One of the first products of the Bing / Facebook partnership is that via a Bing iFrame, Bing search results are native inside of Facebook searches. Now, Facebook data will be integrated into Bing and influence search results based on signals from the searchers social connections. This product, called Bing Social brings Facebook posts and links that relate to the topic searched right into search results.

How does Bing bring the social context of Facebook into search relevance? Starting today, Bing is integrating data from your friends and social network into search results. This could include information on "likes", reviews, photos and links from your friends into your search experience. From this point forward, according to Bing, search results will be really personal to the user, different than what others will see for the same search. 

With the Facebook module your search results will now include information on what your friends liked or commented regarding the restaurant or movie or other item you search for. Your Bing search results will actually be different depending on what your network of friends like.

Another big implication is with a non-celebrity people search. As we all know, search engines don't do this well today, often giving non-relevant results for common names. What Bing is going to do is use signals provided by Facebook such as location, friends, jobs and their interests to better determine what person you may actually be searching for. Bing is opening up features that will let you additionally add and confirm data back to Facebook as well. It is expected that this feature will be "brought to flight" within the next few minutes. 

Bing also has plans to bring in the faces from Facebook of those who liked and disliked links that show up in your search results. 

Look for more information on these features in WebProNews as we analyze the announcement.

News Tags: Social Media, Facebook, Bing, Microsoft, search engines About the author:
Rich Ord is the CEO and founder of iEntry, Inc. which includes WebProNews, Twellow, WebProWorld and numerous other B2B blogs and Internet communities. By Aaron J Spetner (WPN reader) - Wed, 10/13/2010 - 15:34 "Microsoft partners with Bing"?

I assume you meant FaceBook?

By Rich Ord - Wed, 10/13/2010 - 15:36 Corrected in the article...

Corrected in the article... Thanks.

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