The document discusses how social media and universal search are a natural fit that benefits searchers. It argues universal search is an evolution that simply requires applying keyword optimization to all types of media to start meaningful conversations and engage searchers by putting their interests first. By optimizing different types of content for searchers instead of interruptions, marketers can better serve both searchers and themselves through new opportunities universal search provides.

1. social media & universal search a short story

2. search is the beginning of a conversation

3. social media is conversational

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

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

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

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

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

9. universal search is in the best interest of the searcher

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

11. It’s still about filling the funnel

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

13. put the searcher first

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

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

16. serve the market and you serve the marketer

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

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

19. it’s a new opportunity, and it changes everything

20. Chris Heuer The Conversation Group