| Abstract: The latest frontier in search engine technology is social search. Born out of the social networking boom, social search will attempt to humanize search results thereby providing users with consumer driven answers to their queries. Considering that 50% of queries go unanswered, social search could be the biggest breakthrough since page ranking.As search giants, Google, Yahoo and MSN continue their fierce battle to become king of the search engines, internet marketers are faced with increasing challenges to dominate in the rankings. As algorithms and methodologies change, savvy entrepreneurs and Madison Avenue continue their heated battle for a coveted Top 10 spot in search engine rankings.Social search is not officially here but the debut is not far off. Yahoo, MSN and Google are all purportedly working on methodologies to converge search and user generated content all while walking the tightrope known as "privacy." Yahoo has been beta-testing Yahoo Answers since December 2005 and has hired powerhouse, Raghu Ramakrishnan, the co-author of Database Management Systems and co-founder of QUIQ. Microsoft is in talks with Eurekster.com, a company specializing in social search and Google is experimenting with Google Base Beta.Why are these internet behemoths investing so much in social search? Social networks such as MySpace and Friendster are threatening the domination of established search giants.Social Networks are Pulling in a Significant and Increasing Share of Web TraffícSocial network sites are actively working to improve their internal search capabilities and provide an even richer experience for their members. Search giants such as Google, Yahoo and MSN must accelerate their social search efforts or they may be left out of the search game that they now dominate. Search giants must step it up or they will get left behind.It is hard to believe that in the early days of the net, there was an underlying assumption that technology would replace or hinder huma |
