Google's Changing Algorithms Impact Social Marketing

December 9, 2011 Jared Shusterman

Google recently announced changes to its algorithms - ones that increase emphasis on content recency - including a focus on social media to drive search results. In addition to these changes, Google now has the ability to search through AJAX and Javascript content.

With these new developments, everything Facebook users post to a public page is now indexed by Google's search bots - placing more emphasis on content recency. For marketers managing their content through local sales channels, including franchises, small businesses and other marketing channels, these changes have far reaching implications.

While private user pages are still protected, all comments made on Facebook forms, on other websites, or public pages within the social networking site will be indexed and open for all the world to see. These comments will also contribute to a site's Google PageRank. Online reputation management just became more important for distributed marketers.

For the manufacturer selling its product through local resellers, to the franchiser being represented locally by thousands of franchises, to the national brand represented by local agents, conversations happening at the local level, and the content being distributed in the digital world, continues to grow in importance.

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About the Author

Jared Shusterman

Jared is the Founder and Managing Partner of SproutLoud. Since 2005, he has been primarily responsible for strategic direction of the Company, as well as the oversight of SproutLoud's Partner ecosystem. Prior to SproutLoud, Jared worked in Thomas Weisel Partner’s internet and online advertising investment banking practice in San Francisco. He served as the lead analyst on a number of Corporate Finance and M&A deals including Newscorps’ buyout of Intermix Media ( Jared graduated with a B.A. in Finance and Marketing from the McIntire School of Commerce at the University of Virginia. Jared has an MBA from the Kellogg School of Management at Northwestern University and is a member of the Young President's Organization (YPO). Jared has been honored as one of the Top 40 under 40 entrepreneurs by South Florida Business Journal and a Top 50 Entrepreneur by Business Leader Magazine. Jared lives in South Florida with his wife and two sons.

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