There are two words that we are hearing being used more and more in search marketing and these are ‘social proof.’ Social proof is the concept that people are going to follow the actions of the masses. The idea is that when such a large number of people act in a specific way, it has to be the right way. Think about it: you have two restaurants. The first restaurant sells better food but it is empty. However, the second restaurant has a lot of customers. You’re going to be much more likely to go with the latter, right?
Social proof is not a new concept. It has been featured in a number of different studies for many years now. Nevertheless, we’re seeing it used in many different ways now thanks to the dominance of the web.
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