Social media is showing much growth. The simple reason is that it allows communities with similar interests, needs, and wants to collaborate and share. These users within the communities grow to be become trusted networks over time.
As social media adoption grows, users will gain more and more information and recommendations from their trusted network.
So, could this be to the potential detriment of “search”? Could SEO become less relevant as users ask their community and trusted networks for referrals in replacement of “search”. No, I do not see search going away by any stretch of the imagination. But I do see the possibility that search becomes used differently.
There is so much “marketing” attention to SEO these days. I do think it is justified, now. But as social media matures and becomes a ubiquitous tool, users will seek more information from their trusted network. Search will continued to be heavily used, but marketers will rely less on search and SEO as a vehicle to create online visibility. Brands will get greater visibility and ROI from other social media outlets by focusing on specific communities, influencers, and user peers. This could mean less spending on SEO as Brands look to have greater online visibility via new marketing tactics.
I am interested to hear from the diverse perspectives out there.