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The last few years have seen an explosion in the amount of content shared through social services such as Facebook, Twitter, and Google .

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These results might not always appear in the top ten, but are undoubtedly promoted due to this social influence.

The potential power of this shift towards social for search marketers is huge.

We don't fully understand the proprietary metrics that search engines use, but through analysis of patent applications, years of experience, and hands-on testing, we can draw some intelligent assumptions that hold up in the real world.

Below is a list of notable factors worthy of consideration.

The more popular and important a site is, the more links from that site matter.

A site like Wikipedia has thousands of diverse sites linking to it, which means it's probably a popular and important site.

Google, in particular, began to incorporate a huge number of social signals into its search results.

This involves serving personalized results to logged-in users that include content shared by the searcher's social circle (Facebook, Twitter and others).

Someone with a large social circle, who shares a lot of material, is more likely to see that material (and her face) promoted in search results.

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