Social Search: Changing the Game on Search Engine Rankings

User-generated content such as blogs and wikis also influence search results. Blogs, which often appear in the top search results, are naturally search-engine-friendly; content owners often write using keywords associated with links to Web sites. Since links coming into a Web site with keywords associated with them have become part of many search engines’ algorithms, blogs have become part of another component of natural search now being influenced by users rather than marketers.