Search is a natural step in the discovery process. In a web-based world, search engines offer a lens into a qualified and structured view to help online consumers focus and make informed decisions. With Google dominating search, marketers concentrated on improving search ranking through tried and true techniques to ensure that what they were marketing earned a coveted position in the likely search results a customer might consider clicking. Search is only part of the story now. The experiences that people have, and in turn share, have created a powerful collective repository that is indexed and tapped every minute of every day—mostly outside of Google. The importance of search engine marketing is fundamental to the discovery process. And, this is a world that still thrives today even though popular conversations among businesses and marketers center on social and mobile media as the next big thing. There s notable truth in the hype surrounding social and mobile of course. With over
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