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Niche Marketing – How to Take Advantage of Social Search

Google has recently added social search to its ever expanding list of Google labs experiments, and this is good news for on-line businesses that are interested in niche marketing.

For those who are familiar with, and rely upon, search engine optimization strategies, social search will come as a welcome addition to your SEO toolkit.

Search engine optimization was once defined by paid and organic search parameters. However, as the Internet has evolved, newer search platforms have become crucial Internet marketing tools. These tools include familiar properties such as YouTube, Facebook, Twitter, and other social networking sites.

Here are but two examples of how newer search platforms are making their presence felt.

Surprising to some, YouTube is currently ranked as the number two search engine on the Internet. The sheer volume of videos served up each month by YouTube accounts for this high ranking.

In addition, both Google and Bing recently announced that they will be indexing – and thus displaying in search results – Twitter posts (tweets), leading many online business owners to rush towards having a comprehensive “Twitter plan” in place as soon as possible.

It is because of the emergence, and prominence, of these newer search platforms, that “social search” is being developed. Indeed, these recent developments have many ‘Net watchers speculating about whether social networking will be the next big thing in online niche marketing.

That brings us back to Google and their latest experiment.

At the Web 2.0 Summit (2009) Marissa Mayer announced latest experimental feature offered by Google, noting that it is aimed at improving the user’s search results by including web pages created by that user’s social connections.

This is how Marissa Mayer describes this new experimental lab:

“Due to the ever-increasing popularity of social networks, we’ve been thinking about how your social network could influence and improve your search results. Social Search does just that by surfacing content in your search results that is written by your friends or people you follow. That way, you get the best resources from the web overall, plus the best results (blogs, reviews, travelogues) that are relevant to you, since they were written by people you know. Social Search will be launching soon on Google Experimental and Google Labs.”

In short, social search is all about creating greater relevancy to the individual user who is conducting a search through Google.

That’s great for the individual user. But, what about the online marketer who is trying to gain a better foothold in his or her niche? Well, this new feature could prove to be a boom for the savvy niche marketer that is already mining the online social networks.

Business owners who have established followings on Facebook, Friend Feed, Twitter, YouTube, and similar sites will now be able to search targeted key phrases on Google and monitor the buzz (or lack thereof) surrounding their company and/or products. Trend spotters will be able to identify emerging trends to capitalize upon, or potential problems that need quick remedies.

Just think what this means to the online niche marketer: real-time, direct access to the thoughts, posts, and musings of those in your social (and for the smart marketer, that can be read as “business”) networks.

So how does the feature currently work? Let me state right off the top that, due to issues relating to privacy, social search is set-up as an opt-in feature, and is directly connected through Google Profiles and Gmail. So, to participate, you’ll first need a Google account.

After you’ve set up your account, you add links from your Twitter, Friend Feed, and similar pages, to your Google profile. Google will then explore those links to identify your followers and the content they produce; content derived from their blogs, photo albums, videos, and reviews.

Then, the next time you are searching at Google, if your search query returns useful results from your social connections, Google will display the results at the bottom of the search results pages.

To see how this feature works, log into your Google account, and then type your query at Google.com. If you don’t see a OneBox at the bottom of the search results pages, click on “Search Options” and select “Social” to include the results to your social circle.

Now, you may be wondering just who is included in this new social network. A Google help center page tells us that the network includes:

o people you are connected to through social services (such as Twitter or Friend Feed)

o people that you have listed in your Google profile

o people in your Gmail (or Google Talk) chat list

o People in your Friends, Family, and Coworkers contact groups for Google

In addition, Google Reader subscriptions can be added, so it is now easier to search Google Reader.

Remember, these connections are on an opt-in basis, and you can include, or exclude, any group or social service that you wish. If you do not opt-in, your social networks will not be included, and you will not see their content in your search results.

So, have a look at this new experimental feature. Get good at using it, because it is likely that your competitors will as well.

Advertising, Reviews and Public Relations Collide – Social Media

In 1999, I had done it. As Vice President of Sales and Marketing and as a self-proclaimed marketing guru, I had done it. A hat trick – the ice hockey term used when a player makes three goals in the same game. In the same industry magazine I ran an advertisement strategically placed next to an independent glowing product review and an editors article announcing my new product based on my press release. I had truly done it.

To pull this off, I had flown to New York from San Jose, CA and met with three different groups within the magazine. The advertisement was easy. I had money, they had a place for my ad. The press release was difficult since there was a lot of news in my industry at that time, but after briefing the editor, I felt I had convinced him that my news was more significant than the other news he had been briefed on this particular week.

The most difficult was the product review. Although I met with the group that performed the independent reviews, it was a 30 second meeting in the lobby. No one penetrated the iron wall into the lab. I had sent my product in the mail to them months earlier. This was a non-bias review of products performed by engineers comparing multiple products. They wouldn’t even give me a clue as to how well my product performed. I would have to read it when the review came out the following week just like everyone else

We live in a different world now. Social media has changed the rules and who has the power of the pen. With internet users performing their searches in YouTube and Twitter it is no wonder that only 14% of consumers trust paid advertisements while an incredible 78% trust peer reviews.

Today, I search the web for folks doing reviews on products like mine and send them one. Their reviews are published on the Internet in their blogs, YouTube videos, Tweets, Facebook, and other social media sites. These reviews are just as credible as the lab tests from the magazines and reach an audience multiple times larger than the industry magazine reviews.

I post my own press releases that are picked up and syndicated. More people have access to my news than ever before. A simple search of my topic and anyone can easily and quickly find my news online. Those who subscribe to my blog have the news fed to them automatically.

Advertising? Who needs it? I’ll save the money and rely on more credible sources for letting people know about my new products and services. Of course, there are still a few very strategic opportunities for a well written, well placed advertisement. A catchy headline with a link to my product landing and selling page seems to work the best today.

I also frequently write articles and submit them to be syndicated. This builds my credibility and the credibility of my products.

All of this and I haven’t left my desk. No more long flights and days out of the office to meet with a few select strangers trying to convince them of the value of my products. I now let the social media crowd review and determine the value of my new offering. What were once three distinct divisions of an industry run magazine with a few industry pundits determining what is news and what is not, is now replaced by social sites where crowds of interested parties sit waiting to see what is new and exciting. Then, with the stroke of a pen – or rather – the click of their keyboard they are ready to tell the world.