This new indexing behaviour by Google’s crawler is consequent to recent moves made by the search engine giant regarding its social media strategy. Google had recently phased out the use of its “+” search operator in order to make room for search queries related to its own social network, Google+. In fact, comment threads made on Google+ can already be queried with a Google search. Commenting systems are integral to the online social media experience, and Google recognizes the importance of user-generated content. Google is interested in indexing any content that becomes relevant, such as a Twitter trend spreading like wildfire, or content shared on Facebook which becomes viral.
Facebook isn’t the only online social media platform that will benefit from Google’s new indexing of comments. Other third-party commenting systems such as Disqus will also become bait for the Google indexing bots. This could become a boon to online marketers who pursue link-building on sites that have a high Google Page Rank.