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"Search engine optimization has become a legitimate industry, with companies spending thousands of dollars per year on consulting to effectively help climb search engine rankings.  For the past few years, there have been rumblings in the community as to how SEO would deal with the increased use of personalized search, and for the most part, optimizers have maintained that adjusting to change is something that is already part of the game. A recent thread at Search Engine Watch Forums discusses the concept of a special type of optimization geared towards Social Search and Networks, dubbed \"SMO.\"  The poster relates to the SEO industry, saying: I think we SEOers need to take concrete steps to incorporate Social Media as a important element of WoM and SEO. He uses the outline set forth in Ogilvy's Rohit Bhargava's post 5 Rules of Social Media Optimization  to start the discussion.From an agency point of view, I can say that we in the SEO department are working together with Media and Paid Search teams to try to establish best practices in this growing area.  Join the discussion and add your thoughts at Search Engine Watch Forums.In case you are wondering, another thread at SEW attempts to answer the question: \"What is Social Search?\""^^<http://www.w3.org/2001/XMLSchema#string>
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