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Will Social Media Optimization And Search Engine Optimization Meld Into One?

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John Battelle is a brilliant man. He recently wrote a two-part blog post where he challenged search engines on two fronts:

I see two paths toward that goal: one is creating applications on top of “ten blue links” which help me organize and aggregate the knowledge I process while pursuing a search query, and the second is making my searches social, so I can share the process of learning and learn from those who have shared – not unlike Vannevar Bush’s “Memex” concept.

I’m not quite sure what he has in mind on that first point. It could be anything from the ability to make notes, which Google currently allows, to saving an individual search result to be included in subsequent search queries so that ongoing topical searches can be conducted – as opposed to strict keyword searches as they are done now. I can actually see some value in that type of aggregation.

But John Battelle goes further to suggest that search engines should be more social in nature. That would put a completely different spin on the nature of search. To actually include humans – other humans not associated with the search engine – in one’s search process combined with the other elements of search as we know them today and what they could be ten years from now, that would revolutionize search in ways that have not been done as of yet. The problem is, we’re a long way from there right now. Will we ever get there?

Can search engine optimization – the practice of influencing search results using keyword placement, link building, and other tactics – and social media optimization – the practice of writing content that appeals to the denizens of social networks and designed to get them to share it with their friends – ever meld into one product? Should they? What do you think?

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