We are now staring in the face of a more sophisticated era of real-time search that will further advance, localize and personalize over time. And, everything starts with the experimentation of sophisticated algorithms that filter and rank the content we’re hoping to discover.

For example, Google recently adapted its PageRank technology for surfacing related tweets. PageRank was originally developed to help find relevant Web pages through traditional search and was Google’s primary differentiation in a world of commodity search platforms. Essentially, Google’s PageRank assesses the importance of Web pages tied to keywords based on link structure. Authority is determined by the quantity and quality of inbound links to each page as well as the branches of outlying link relationships that tie other pages to those within the first degree of inbound connections. In other words, the more links to a page and the more linkers to each link, the greater the value of the original page.

The challenge with real-time search is tying tweets or other social content to notable producers and their networks of reputed followers and sub-follower architectures.

Searching for a particular keyword now will produce qualified results for Web pages and also content published in Twitter and other social networks, ranked by the authority of the page and publisher of social objects as assessed by PageRank technology.

In the eyes of Google, the adaptation of PageRank for Social Media essentially creates a human algorithm or a PeopleRank of sorts that may eventually serve as a foundation for also assessing the authority of an individual in the social Web.

As the human algorithm continues to evolve, it transforms the definition of and logic for relationships. We’re adapting how we connect to one another and also constructing new roads for sharing, filtering, and ranking relevant social objects. The ties that bind us now serve as the source of how we discover information and also how it finds us. And as such, the relationships we maintain on the Social Web determine the ranking of the content we produce and its place within the social hierarchy of search results.

Perhaps the next iterations of Search Engine Optimization (SEO) and Social Media Optimization (SMO) will focus on enhancing the link structures of human relationships to escalate the prominence of our stature and the social objects we create and share.

Source: Brian Solis

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