If search engines check branding and soc. networking in their algorithms, won't informative content be buried?

[Craig H]

It appears that search engines are starting to consider branding and social media activity (buzz) when ranking search results. I know that the Internet serves many purposes, such as social networking, shopping, and entertainment. However, as search engines try to deliver one-size-fits-all results, the list of results seems decreasingly relevant to any specific user.

Perhaps it is time for search engines to focus on popularizing their specialty and advanced search tools. If not, how will the masses find anything?

[Infinity 800]

search engines provides more importance to social media and their contents compared to web 1.0.

[hugekite062]

search engines love social media/ social networking sites for their fresh content compare to traditional media sites.