We constantly wonder about the most important factors when it comes to increased search rankings, and soft search is one of them.

A few months ago, we were introduced to Google’s latest update: the Hummingbird algorithm. With the evolution of how we conduct searches online, Google needed to adapt. The result was a new base algorithm that focuses much more on the conversational aspects of modern search. The not-so-technical term: the soft search.

So what exactly is the soft search and why is it so important when it comes to SEO?

What is the soft search?

Imagine you’re in a new city and absolutely need to know where the best Thai restaurant is located. There are a few ways of finding out.

The first option is to conduct a traditional search whereby you open up Google, type in something along the lines of, “Great Thai restaurant in [CITY],” and wait for search results to populate the page. Those are traditional search results and still one of the most popular ways of finding information.

The alternative – one that has increased in popularity among millennials and is slowly catching up with older generations – is to conduct this new type of search. While you might get a decent set of results on Google alone, you know that no one knows better than your friends. So, instead of conducting a traditional search, you log on to Facebook, or Twitter, or Google+ and update your status to something like, “Can anyone recommend a good Thai restaurant in [CITY]?”

The results that populate in the form of comments are referred to as soft search results, and they are now more important than ever.

Why do these results matter?

It has long been a point of debate between traditional SEOs and social marketers as to the value of social signals in search. Google provided an answer at SXSW in 2013 when they made it clear that Google’s social layer is of great importance. Hummingbird has reinforced that position.

The soft search is all about conversations about brands and business that are happening outside of owned media. No longer is it about your blog alone, but about the number of people that have given a post a +1, or a like or a retweet.

Take a look at the chart below and see exactly what now contributes to your increased search rankings:

Whereas there was once a time when keywords reigned supreme, we now see them falling far down on the list of important criteria. That is nothing new; we saw a major shift away from keyword density with the introductions of Panda and Penguin.

Now, however, conversation about and around your brand on social platforms is an integral part of being found. No matter in which industry your brand finds itself, there is no shortage of value that can be added from leveraging the power of the soft search by starting conversations on these social platforms.

So how do I get these conversations started?

This is all going to be a result of your content strategy. Why is it that people are going to want to engage with your brand? What kind of content are they sharing with one another, and how can you make your way into the conversation? These are questions that need answering in order to capitalize on the benefits of soft search.

Take some time to understand your audience and actively take part in the conversations that are taking place within your industry.

Have you started taking advantage of the soft search? Has it helped your search rankings on Google? Tell us in the comments below or on Twitter!