Leveraging social media to drive organic search traffic and control which pages rank highest in search engine results, presents a huge opportunity for search marketers. Consider the fact that just over half of the top 10,000 websites have social links or badges for one of the four prominent social networks (Facebook, Twitter, LinkedIn, or Google+) on their home page. As companies employing social engagement continue to see positive results, this figure is expected to grow, with more businesses following suit.

Universal search presents a huge opportunity for marketers. Thumbnails of images, videos, shopping, places and news in search results attract the most attention from users. Ranking for this content drives greater conversions while also grabbing market share from competition, since real estate on the first page of search results is limited.

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