The document discusses how social signals are becoming more important for search engine optimization (SEO) as Google places more emphasis on social data and user reputation. It provides three key actions for marketers to implement: [1] Include target keywords in Google+ profile links; [2] Claim content using rel="author" to establish author reputation; [3] Increase social shares, likes and comments on content to boost social signals. Taking these steps helps content rank in search through social metrics rather than anonymous backlinks.