Social stuff won't die anytime soon but the way social media sites affect SERPS will have a limited shelf life due to guys like me who can manipulate the serps at will using the social sites.

When Universal search was first announced I quickly stated that this was a mistake that would allow someone like myself to take over entire pages of SERPS. I suppose some people were paying attention as others who shall remain nameless soon started using similar techniques to capture the top 30 listings for competitive keywords.

How long do you really think Google will allow the social media darling to game their results? If you think you don't have time for social media stuff then you need to rethink your schedule. The current state of social sites and the relationships they share with search engines can only last so long and you had better find the time to take advantage of this before it is too late... ya digg?

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You can lead a blonde to reason but you can't make her think!