Who Will Get a Victory in the Social Search Engine War

Who Will Get a Victory in the Social Search Engine War There is a fierce struggle between the world’s No1 search engine Google and world’s No1 social networking site Facebook for the right to be a social search leader. Who’ll win? Who has more chances? Over the last years the search industry underwent a lot of changes. Among the most significant are social and mobile integration into search results. Although both, social and mobile, have a great impact on the occurred search evolution, it’s worth noting that social plays much bigger role. The integration of Facebook, Twitter, Google+ and Pinterest has had a notable impact on the way users search now. Google as the leader of search engine market tried to do everything possible to become the chief in both sectors. The report goes that with Larry Page’s come-back, the bonuses of his employees started to depend directly on the success of the company’s social strategy. In recent interview with Charlie Rose, Page was asked to tell about his attitude towards Facebook’s participation in the search competition. Page said that it would be unreasonable to count Facebook out. In Grant Simmons’ point of view, the web-giant has been aching about competition, in particular in social. According to the latest statistic data Google+ numbers more than 100 million users. But despite this, it’s obvious the company is still far from Facebook. Moreover, Google can boast of some innovations it has launched recently. Among them are the startup of Search Plus Your World and Knowledge Graph. The intended goal of both of them is to make users’ search personal, easier and more social. However, Simmons highlighted an interesting fact: all Google’s recent announcements resemble the products created by other competitor companies. Simmons claimed that the web-giant is endeavoring to distinguish oneself by following and copying others. It should be also noted that the introduction and push of Google’s social products didn’t get a widespread appreciation of its users and the search industry on the whole. But it’s quite possible that everything changes and users will find the web-giant’s products effective. Talking about social and the search engine’s possibilities one should not forget about Facebook. Nowadays Bing imposed the search function on Facebook, though the social giant has some problems with leveraging of wide range of data it possesses. Simmons said that Facebook, in order to get into search, has to find the best way to use its data base. Jessica Lee thinks Facebook won’t be able to compete with Google’s almost 9 billion indexed pages, while Grant considers the social giant will male use of its “Like” system, user profiles and Open Graph. Simmons thinks that Facebook has data about the connection between pages that have been “liked”. Such data, in their turn, let’s the company the opportunity to understand favors of its users, follow their connections, analyze what they most like to talk about. According to Simmons the effective use of such information will help the company to understand what their users want to find. He also thinks that the partnership between Bing and Facebook will last until both reap benefits. Among other things, Danny Sullivan told about his uncertainty concerning Facebook’s ability to launch its own search engines in April. In Sullivan’s point of view Facebook will fail to create its own search engine because it understands that doing social well means to ensure people will be able to discover they are interested in rather than to search for it. Although social (discovery) has something in common with search, it’s still not the same. It is whispered that Twitter also takes part in the social search engine war, but Simons says that it already has a powerful search. The only problem is it still didn’t manage to gain wide popularity. It’s obvious that social search will have no small share in the struggle for leadership in search. To determine the leader is about timing. Simmons told that it’s advisable for SEOs to start thinking about social search and where their audiences are and for brands to use different ways to approach their audiences.


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