As you probably have heard, Bing released the news of their collaboration with Twitter a few days ago, Google was of course just one step behind when releasing the same news hours later. Bing also made an equal deal with Facebook, whereas Google haven’t (yet). What this means is that the search engines are now allowed to incorporate the posts provided on twitter (and Facebook) in their search results. As soon as a tweet is posted it will be made visible in the search results. For the search business these are the biggest news since universal search was released two years ago, but what it will lead to is yet to see.

Chris Humber from 360i discussed the evolvement within search and what has happened in the last few years in a SEMPO webinar yesterday. In 2007 the search engines only generated text based results whereas today we have a blended search where all media and categories are integrated in the results. This makes you realize how fast our perception of things can change, and if universal search could change the search landscape this drastically in such a short period of time, what will real time search do to the SEO business forward?

The question “How do you handle a client who doesn’t understand the use or benefits from social media?” was asked to Chris Humber during yesterdays webinar and as Chris replied; it is a difficult question. But as always, education is key. If a client doesn’t understand the use of social media -you need to help him understand it. With this change within the search landscape social media gains in value in SEO and you can no longer look at your online identity in divided hubs –everything is connected. However, there are no simple rules when it comes to using social media and which channels you should use differs. What you need to understand is where your customers are and communicate with them right there; it may be Twitter, Facebook, YouTube or somewhere else.

I don’t think this evolvement will change the importance and need of SEO experts, but I think it will make the value of understanding social media extremely important for everyone. You can no longer stay focused on SEO solely but need to develop your overall digital understanding. The users are gaining more control over the content and their own search results and if you don’t interact and communicate with them, as well as, contribute to social media yourself you will soon be left behind. The need to be open and transparent also seems to become more and more important within search, a trend that Search Integration fully support and appreciate!

/Petra

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