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Search engines help online consumers stay focused and make informed decisions by showing them a structured view of the web. Currently, Google’s search engine is in the lead, which makes it inevitable for marketers to adopt techniques to earn a better ranking.

Search engine marketing is fundamental and it centers around social and mobile. Facebook’s Graph Search is opening new doors into relationship-based content optimization.

Let’s take a look at the behavior and discovery with a connected customer and to aggregate and optimize their web experience whether it’s on the traditional web, mobile platforms or social media.

The Zero Moment of Truth

Google released a book back in 2011 titled Winning in the Zero Moment of Truth, which focused on events when shopping decisions break down into moments of truth. The only way to move past these events is to understand the customer and give them a little push on their journey.


Connected consumers of today rely on their networks of relevance to help them make informed decisions and not just on search engines. Studies show that consumers look for other consumers like themselves and tend to take their word on a given matter. A pursuit to find qualified information leads them to consulting peers.

The Ultimate Moment of Truth

Connected consumers search for input, validation and direction that they can both use and appreciate. This theory helps us confirm that YouTube is, indeed, the second largest search engine.

The Ultimate Moment of Truth signifies the future of discoverability, influence and branding and is associated with the Zero Moment of Truth. UMOT represents the moment in which a consumer some content based on an experience they’ve had with your product / service and then goes on to publish it in their network to help others find it.

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