social media & universal search a short story

search is the beginning of a conversation

social media is conversational

text, audio, video & images created by people for people

search marketing and social media are a natural fit Photo Credit Roger Lynn Creative Commons, Some rights reserved http://www.flickr.com/photos/rogerlynn/

like peanut butter & jelly Photo Credit Tamara Creative Commons, Some rights reserved : http://www.flickr.com/photos/tamdotcom/

it’s a natural fit together, but success requires a clarity of purpose

universal search is a natural evolution Photo Credit Stephanie Asher Creative Commons, Some rights reserved : http://www.flickr.com/photos/stephanieasher

universal search is in the best interest of the searcher

universal search simply requires search marketing professionals to apply keyword optimization to other forms of media

It’s still about filling the funnel

but filling the funnel is more about the media than the marketing

put the searcher first

serving their interests is the purpose, from which you leverage “the because effect”

interruption isn’t welcome Photo Credit Shannon K: Creative Commons, Some rights reserved http://www.flickr.com/photos/shannonmary

serve the market and you serve the marketer

making media optimized to engage searchers in the conversation is the optimization of marketing

universal search merely means audio, video, news and conversation are as important as landing pages

it’s a new opportunity, and it changes everything

Chris Heuer The Conversation Group