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Social search is changing the rules, shifting power to the people. Another way to think of it is Social Search is the 3rd big evolution of the search business after i) algorithmic search, ii) paid search models, and now iii) Social Search. Web 2.0 trends converge toward social search: social networking, consumer generated media, open platforms and syndication models, new user interaction models.
At first relevance was about i) "on-the-page criteria", then ii) about "off-the-page criteria" like meta tags, then about iv) Web connectivity and link authority like PageRank, and finally, now, about v) people, people networks and communities. Social search is the new deal and there is no turning back.
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