In recent years, Google has been running away with search engine traffic, both in the US and overseas. Averaging somewhere around 300 billion searches per day, and that will likely continue to increase.
But that doesn't mean that you shouldn't be optimizing your content elsewhere. For all of Google's dominance in the search market, its next generation of competition doesn't seem to be coming from other search engines like Yahoo! or Bing – it’s from social media sites like Twitter and Facebook.
Now that Facebook has eclipsed 500 million members, and Twitter users are tweeting at a rate of 600 new messages per second, users are turning to these avenues to find information, advice, and even products to buy.
As a business owner or online marketer, this should tell you two things: first, that social media is here to stay. But secondly, and more importantly, is that the content you add to these sites needs to be optimized, just as it would be anywhere else.
Focus on your most important keywords, and make sure they show up in your Facebook, Twitter, and LinkedIn profiles and updates. Even though you might not think of them as search engines, there's a good chance that your future customers are starting to.