In a perceptible attempt to capitalise and take advantage of the surging influence of real-time social networking in modern times, Google has rushed out the beta iteration of its proposed search tool for social networking platforms, codenamed as “Google Social Search”, as announced a week ago. The search engine giant, and leader in the market, had announced at the Web 2.0 symposium that the feature to search Twitter updates would be incorporated in its search tool in the coming few months. They also announced that the social search feature could be extended to other social media platforms, such as Facebook and MySpace. The search marketing world has changed recently due to Google shifting its focus towards social media; with blogs and article syndication at the forefront of this. Ethical search marketing companies will be watching the Google developments closely, with a possible intention of advising their clients to use the social search tool.

Google has taken the industry by surprise by launching the said tool within a week of announcing that it will do so. The sudden introduction of the Google social search will no doubt have a prospective search marketing company on their toes as to whether the tool can be adapted for search marketing purposes. Denoting the launch of the beta version of its new search tool, the company quoted in a blog post, “Today we’re rolling out a new experiment on Google Labs called Google Social Search that helps you find more relevant public content from your broader social circle”. The blog post further went on to suggest that the search company had taken several crucial steps to enhance the relevance of its search results, but it move a step further with the new launch. This is yet another sign to the search marketing world that social media is going to have an even bigger influence on search rankings in the future.

The new tool would enable Google users to create their own profiles, not unlike Facebook and MySpace, and include links of the social networking websites they want to be covered. These include Facebook, Twitter, LinkedIn, along with Gmail contacts. Search results would then include a scan of those mentioned sites and present users with relevant information. In the future there is potential for this kind of tool to be adapted for use on phone applications. Ethical search marketing is bound to be affected by this sudden move by Google, most probably for the better.