Google and Bing strengthening the Social Signals

Social search online has now become more relevant to users than the regular searches that happen on search engines. Search engines like Google and Bing are trying their best to integrate information from social networks like Twitter, Facebook etc and making the social signals strong.
Bing has already become a major influencer with its Facebook Liked Results feature. With this feature the searchers on Bing can get to know all the likes that people in their Facebook friend list have. With the help of this feature the users get to know what are their friends are following and discussing about the searches they are doing online. This in a way is making search more specific to users as they would trust the views of their own friends on a particular subject rather than those of people who they do not know.
Google also with its RealTime Search Feature has given a new dimension to social search. Searchers can search for the content they wish to and can get to know what their online social circle is talking about the same on Twitter. The information gets updated as and when the content gets added by the users online. This search can be customized location wise and as per time.
Both Google and Bing make use of authority while deciding the relevancy of the links that are shared on Facebook and Twitter. Google looks at the author authority which means at the quality of the content and then lists the content in the organic listing. Bing judges the Social authority which is the relevancy of people who are active on the social networks through tweets, updates etc.
Creating social networks online is not a new phenomenon and search engines are giving users highly relevant results that are coming from their own friends online. On the other hand there are numerous links that are building up through these social signals and will play a vital role in influencing Search Engine Optimisation. Google and Bing have also confirmed that the links that are shared on Facebook and Twitter affect the rankings in a major way.
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Facebook and Twitter pages Play vital role in SEO say Google and Bing

SEO experts and the Social media Optimizers who doubted the relevance of the links built on social networking sites Twitter and Facebook can now consider the same as an important aspect in getting better rankings. Google and Bing have finally confirmed that the links that are shared on Facebook and Twitter affect the SEO rankings.
The search engines have revealed that the content that is put up on the social networks does affect the search results. They have a simple equation for this statement; more the number of links on Facebook the higher the search results. Google with its Realtime search feature offers searchers to know about the information that is being shared by their friends online; be it photos, links, tweets, likes, blog pages etc. All this happens realtime ie as and when the content is updated or shared on the social networks Google updates all this and gives it to the searcher. Bing has also introduced a feature called Facebook Liked Results which lets the searchers know how many of their online friends have liked the content that they are searching for.
Searches done in social circles are different from the ones that are done on search engines and now the both have been integrated. The coming together of social and traditional search will further help in personalizing search for the users. For instance if a person searches for information on a particular on the latest sports bike on Google he will also come to know how many of his online friends are also interested in the same and what are their views about it.
Google has said that it uses Author Authority while deciding the ranking of sites that use Twitter. While doing this it checks the author quality which is the quality and relevancy of content that the promoter is sharing. Bing on the other hand makes use of Social Authority for the same purpose. It judges the rankings based on the people who are following or the social circle of the promoters.
Booth Google and Bing use social or author authority which influences the organic search results in a big way. The more active someone is on Twitter through tweets, comments, re tweets etc the larger the social network becomes and the links shared in turn help in SEO enhancement. On Facebook also both the search engines follow the same rule but due to no access to the personal information on the Facebook walls the authority cannot be measured.
With the search engines confirming the high importance given to Twitter and Facebook links, the scope for SEO will surely broaden. Before this, It was only a belief  but after a conformation from 2 big search giants, SEO industry got an idea to re- strategies their optimisation process.  It’s really a good news for SEO companies and will  help them  to strategies link building process more effectively.
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