Over the past few months, you may have noticed a few new search items popping up in your Google, Bing or Yahoo search. This is not something new, social media and search applications are in a constant state of evolution.

But it was only a few weeks ago that Facebook and Microsoft's Bing announced an agreement that would allow Bing to return search results based on the Facebook 'likes' of the searcher's friends - just another element of social media integration. Although it should be noted that Microsoft does have a 1.3% shareholding in Facebook...

Prior to this, Google has been including Twitter updates into its search returns. In both instances, this is just a natural progression in distinguishing themselves and individualising their search results while taking their engines to the next logical level – social search integration.

So with this sudden evolution in search innovation, how will SEO, both major and boutique, react?

Well if you ask us, they'll react the same way they always do – they'll adapt. There are very few companies that exist in the social sphere or who specialise in SEO/SEM marketing who are unable to adapt to change... it comes with the territory. It could mean for some that they need to step back and look at their strategy going forward. They may need to ask themselves the question: is it still viable to focus solely on SEO and SEM when there is a seemingly untapped social search market out there?

How Will the Industry React?

The sudden escalation in the otherwise slow introduction of social search into the major search engines may have caught some in the industry off guard, but it has not rocked foundations of the industry. In its 10+ years of existence, the field of Search Engine Optimisation has grown from a task that was mostly done by webmasters with an understanding of search algorithms, to a multi-million dollar industry in Australia. The rapid growth of the industry can be explained by the evolving nature of search engines; and of the internet itself.

Even with the recent updates to Google and the agreement between Facebook and Bing, the fundamentals of the SEO will still remain the same. The industry should not panic, as the goal of SEO has not changed, just evolved. It is still all about getting clients to the top of the results page. Whether this is through organic search, paid search or social search, the day to day operations and processes of optimisation remain unchanged.

Social Media is now a part of out lives. It is nothing new to the world of digital and online marketing. It is only natural that Facebook, with its 500 million and growing user-base, would seek to have some influence on the way we search the web. Plus, its something we've seen before with the integration of YouTube in Google.

The industry should continue to do what it has always done. Embrace its evolution and focus on innovation rather than conservation.

Evolution's Not Such a Bad Thing You Know...

But before too long, the concept will continue to evolve. It is only a matter of time before other social networking sites such as Foursquare (a platform which is ready to explode in user-ship in Australia) become part of the social search experience. We could soon see a Foursquare function interlaced with Google, Bing or Yahoo that allows 'mayors' ( in Foursquare talk this means someone who has checked-in to a place the most amount of times: thus making them mayor of that place) of certain areas to be visible to users of each Maps functions.

And what about the social bookmarking sites such as Digg and Delicious? There could be an argument by having your site listed on these social barometers of the internet by other users, you should be rewarded by Google in your organic listing. After all, they are used by the majority of users who choose to voice their opinion...something that is becoming more and more common as we all move online.

For SEO professionals, the change in the landscape highlights the importance of integrating social networking if they have not already done so. It also enables them to look at their strategy going forward.

Could it present the opportunity to evolve into a Digital Media Agency where the management of a client's social presence, online reputation and brand is as crucial as being the top of the pile in search results? 

We think so.