The Next Frontier of Search: Social Search Engines

The days are gone of social/search silos. With search engines rushing to make deals with [or trying to!] Twitter/Instagram/YouTube/TikTok to include social content in search results, social content has never had more value to search than now. Understanding how social fits into the user journey and path to purchase is critical, as well as understanding how each algorithm surfaces content to aid discovery of new users. Both SEM and social marketing have increasing overlap from time spent on site, perceived authority, advertising opportunities and goals of direct user acquisition and conversion. There is an immense opportunity to beef up search results with social content is ripe for the taking if you know what you're doing.