Are “likes” the new links? Some think so, and you can count search vet Bruce Clay among them. Social has indisputably become an important part of search, and that is really just beginning.
In this video, Clay suggests that likes, referrals, and recommendations will become major part of all the ranking algorithms used by search engines. You can see that the search engines are already very interested in this kind of social data, from Bing’s deal with Facebook to Google’s desire of Facebook’s data.
It’s going to be interesting to see just how big a role likes and other social interactions play in search overall, going forward. You can expect new kinds of spam and manipulation. Google and the other search engines will have their hands full trying to combat those hoping to game the system. The social networks will have their hands full as well.
Likes are already coveted by content providers all over the web. Listen to what Bruce Clay has to say about this and where the industry is heading.
To learn more about Bruce Clay’s predictions, watch the full interview.

I do agree that the likes, referrals, recommendations will provide backlink advantages over time. It has a role to play in the near future.
So we have to “like” Facebook? Do you think there is any other reliable alternative? I mean it sounds like a dead end for whom doesn’t like using Facebook…
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Well I think more and more as time passes, not liking Facebook is becoming the equivalent of not liking automobiles. Maybe not Facebook specifically, but the idea that platforms like Facebook and Myspace represent. I think that is what Bruce means to say regarding “Likes” vs. “Links.”
Anyway, it’s going to be shooting yourself in the foot to not jump on board with the social push, the same as it would be to refuse to drive a car.
Hopefully this is the way of the future. Likes, votes and referrals are a real way to see quality content. Generic paid backlinks to unrelated content will hopefully fade out soon.
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Likes are already coveted by content providers all over the web. Listen to what Bruce Clay has to say about this and where the industry is heading.
Likes can never replace links. Likes can be manipulated easily and is very superficial.
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Seems like a change from “buying links” to “buying likes”!