It looks like Google wants a piece of the social media pie. Yesterday, search engine reps announced the launch of the beta version of Social Search. This new feature allows content created by your online social contacts to appear within the search results. Google pulls this information from what is present in your Google profile.

Users seem to have a lot of control over what can be included in Social Search. For example, the link “My social circle” shows your extended network of online contacts and how you’re connected. Another link called “My social content” lists your public pages that might appear in other people’s social results. In order for your online contacts and content to be used in Social Search results, simply add links via your Google Profile.

Google Social Search

I believe Social Search will play a part in local search, as well. As the video below shows, online user reviews will become increasingly important. The video demonstrates searching for a local restaurant. When the narrator is taken to the search engine results page, she clicks on the social link, which reveals a review that one of her online contacts made on Yelp. Wow, I don’t think I could be any more convinced that social media and user reviews are important to all businesses. Google’s latest venture shows how online “word of mouth” is more important than ever.