You're not the only needle in the online haystack 
Once discovered, will your site be winnowed, culled or disregarded?
By Gahlord Dewald, Tuesday, June 5, 2012.
The threat to search isn't social. It isn't social because search and social involve two different use cases; they are two different ways of using the Internet.
Search is used by people who want to find something and know enough about it to be able to type something into the search box. They're focused on a task and have a specific intent. They aren't simply using a search engine because they enjoy it.
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