This is a live blog post from the Online Marketing Summit (#OMSummit) presented by Katherine Watier Ong (@kwatier) of Ketchum.com
The Most Important Transition: Google moved from keyword based results to entities and connections based on results.
Google +’s purpose is not to be a social network. It’s not there to compete against Facebook or twitter. It’s there to identify and help Google understand your connections and entity. Think of it like that, not as a social network, but an opportunity to rank more strongly in search.
Search results are now becoming so smart that Google’s figuring out how all your connections work to feed you only the most relevant content specific to you (and your connections, interests, etc). This works especially well when you are logged into google. This is powered by your Google Data (check your dashboard and update your Google account so your search results are most relevant to your personal interests and connections).
There are 40 personalization factors (check out this link for a full list:
Bing Search 2012
Bing is similar to Google, but has interesting integration features with Facebook and Twitter. You can ask your friends questions dirtily from search. Bing’s results are powered by your Microsoft data. (more…)