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Last week the digital marketing world was rightly focused on CES and Google’s latest evolution: Search plus Your World. However, caught between the importance of Search+ and Google’s embarrassing Kenyan adventures and easy to miss, there was also a humble little post about making better use of page titles. One of the digital marketing takeaways from the post was how Google describes the tag as a single rather than an instruction. In the past Google has not been keen to suggest that behavioural signals have an influence of ranking. The truth is that we do not have to go digging around between the lines of webmaster announcements to know that Google is interested in behavioural signals and has been for a while. This is interesting because it is clear there is a sizable grey area when it comes to just how much emphasis Google gives to behavioural signals.


Even after the search engine stood up and explicitly announced it used social signals in search there was plenty of industry debate.
Today, as the controversy around social signals moves to new areas –whether Google are implementing social signals in a good and fair way – I have to wonder whether 2012 will see new debates and new controversy around behavioural signals. If behavioural signals are strong or do grow in influence then core digital marketing disciplines like branding, usability and engagement also become key SEO concerns. This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization.
This is important in search marketing because those headlines have a significant impact in click through rates. That certainly dovetails with the way Search+ makes multi-signal SEO the natural successor to the traditional few-signal SEO of yester year.


The way searchers behave is a signal that can override the explicit technical signal of the tag. Towards the end of last year the search giant was granted an American patent on Systems and methods for determining a quality of provided items.
Some of that debate was fuelled by SEOs protecting old business models, some from search marketers who did not welcome the encroaching influence of social and some came from those who were confident that Google would only ever place a small about of emphasis on social. Simply put this patent described an algorithmic way to detect whether searchers were happy with a set of research results.



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