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Over the past several weeks, leaders in the search industry launched an aggressive, very public series of campaigns designed to capture the elusive future of search mind and market share.

Search-engine optimization (SEO) provides several return on investment (ROI) measures that can have a positive impact on a company's bottom line far more visibly than most marketing tactics. Yet, despite all the potential and the many SEO success stories, it can still be surprisingly difficult to make a case for investment in this marketing tactic.

In the forefront of news reflecting the direction the web is taking — Google has recently announced their experiment, Social Search, is now live for the adventurous type to opt in. Simply head on over to Google Experiments and click “Join this Experiment” to start viewing social search results every time you search.

Achieving and sustaining top ranking visibility for your brand on important organic terms is increasingly getting tougher. This is because natural text listings no longer rule on the search result page. There are many other elements that appear sometimes ahead of or intertwined with the natural results. These other elements can push what were once top performing organic listings into second or third page positions.