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Imagine this:

You have a great product or service, and your potential customers are spread out worldwide.

You might literally have customers in every country on the planet.

Filled with unwavering optimism, you kick off your SEO strategy, but you’re hitting wall after wall.

Your site has no technical issues, you have the best content out there, and you’ve gained quite a few backlinks… but you’re still not winning.

It sounds like you’ve picked the wrong fights.

It’s likely you picked a highly competitive market to cater to. And you don’t have the authority to win – not yet.

You’re competing with big brands that are spending millions of dollars a month on digital marketing and have been going at it for over a decade.

Can you beat them?

Yes, but not with this strategy.

You need to rethink it.

They’re Goliath, and you’re David. And you don’t have a slingshot yet.

You need to pick battles you can actually win, and you need to go into battle prepared.

OK, so how do you go about that?

Let’s start at the beginning, and look at some of the weaknesses these big brands have.

Big Brands Aren’t Perfect

First some good news: big brands aren’t perfect.

Speaking from experience, here are some of the weaknesses I often see with big brands:

They have a slow decision-making process, because they need to get approval from a variety of stakeholders.

They’re not great at executing SEO- and content-marketing strategies due to internal politics and the number of people involved.

Their sites are running on legacy platforms, and sometimes they’re even dealing with prolonged code freezes.

Play to Your Strengths

Gait: you’re fast and flexible; you don’t have to get your ideas approved by many layers of management. If you come up with a great idea, you can have it online the same day.

Grit: it’s likely that your determination to beat these bigger brands is much stronger than the other way around, as these bigger brands are already in a comfortable position. A smaller brand has little to lose and everything to gain.

Guts: you don’t have to get legal sign-off for every campaign you’re going to run. You can run much more provocative campaigns.

In summary, smaller brands have everything to gain, can run daring campaigns, and can execute much faster than bigger brands because there’s nothing holding them back.

Find Topics to Rank for in Markets with Strong Competition

Even within markets where you’re facing strong competition, you can find topics to rank for that haven’t yet been covered by your competition.

Disregard all the “usual suspects” and aim to find long-tail topics that are easily missed because they seem not to be worth pursuing.

Google Trends is highly useful here. Use it to keep an eye on emerging trends within your space and, as soon as you spot a trend, publish content around that topic.

See how that content performs. If you find it getting a lot of traction, write some more.

Creating a High Barrier to Entry

When you find low-competition topics that you can rank for, make sure your content is the best out there.

That is: make sure it looks awesome, it’s complete, and you have all your bases covered.

Look Beyond Your Domestic Market

In markets where big brands don’t have a strong presence, it’s a level playing field, and you actually have a good chance at beating them.

I’d always recommend that smaller brands first create a business case as well to justify entering certain markets, but as a smaller brand, you can go through this process 10 times faster than bigger brands. That also means you can exit it quickly.

Find markets that are accessible to you where the competition doesn’t have a strong presence, and test the waters. If you see potential, invest more and take it from there.

In low-competition markets, you can enjoy exceptionally high growth.

You can grow unnoticed, as competitors are all busy fighting each other for that massive market everyone’s pursuing.

You can take the competition head-on at a later time after you’ve built up enough authority and momentum, if you choose to.

Low-competition markets sound interesting, but how do you find them?

By doing old-fashioned desk research, and by using the data you already have.

Finding High-Potential Markets Through Desk Research

Map out all the markets you can cater to, and research the competition within those markets.

If the competition from big brands is low, then look further: are there lots of successful local players you don’t have an edge over?

If so, leave that market. If not, put it on your list.

Here’s an example of my own:

I work at an SEO platform called ContentKing. Worldwide, there are hundreds of SEO platforms, but in the Netherlands, there’s literally only a handful of them.

And none of the big players have localized their platforms into Dutch. It doesn’t make sense for them to do that, and that gives us an edge.

Is the Netherlands easily accessible to us? Yes (part of our team is Dutch).

Is it a massive market? No.

Is it big enough to make it worth our while? For sure!

Finding High-Potential Markets Based on Real Data

Look within your analytics platform to see what markets convert well, and investigate whether you can grab a bigger market share there.

Example: one of our ContentKing customers, a bicycle seller, saw they were getting a lot of orders from Australia for certain bicycle types.

After some research, they found these customers preferred Dutch bicycles over any other bicycles and would gladly pay the extra shipping fee. They increased their focus on this market, and it turned into a real money-maker.

Finding Topics to Rank for Within These High-Potential Markets

I’ve found that simply creating localized versions of the same content that works well in highly-competitive markets goes a long way in these high potential markets.

This lets you rank quickly as there’s less competition, and because there’s less competition, having the best content is quickly within your grasp.


As a smaller player, you stand a chance against bigger brands if you pick your battles wisely.

Focus on ranking for topics that others aren’t focused on, and look beyond your domestic market.

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Can Microsoft Beat Google In Tablets?

Microsoft has a blind spot that prevents the company from succeeding in mobile: It tends to put the right operating system on the wrong device.

For years, Microsoft shoehorned Windows CE, and then Windows Mobile, into mobile phones. The operating system’s user interface was all wrong for a phone. It required a stylus, and involved off-putting user interface elements like a Windows-style Start button with cascading menus.

The user interface would have much better on a tablet device, and the performance would’ve been great. However, Microsoft insisted that partners install full-fledged Windows on tablets.

As a result of this mismatch, both the phones and the tablets failed in the market year after year.

When Microsoft led the whole Ultra-Mobile PC initiative, the company correctly foresaw the coming importance of mobile devices. But by insisting on Windows Vista as the operating system, rather than a cell phone operating system, Microsoft assured failure once again.

Then consumers gravitated to netbooks. At first Microsoft tried to cram (again) an operating system that was too big for the platform: Windows Vista. But netbook buyers insisted on “lite” software, preferring Linux and then Windows XP.

Windows CE and Windows mobile would have enabled pen-based tablets and ultra-mobile PCs to succeed far more than they have done.

Microsoft finally has a right-sized operating system: Windows Phone 7. It’s right enough for phones, but even righter for tablets.

Why “Tablets Are Cannibalizing Netbooks”

A Microsoft executive admitted this week that “tablets are cannibalizing netbooks.” This is euphemistic corporate spin.

Let me translate: Apple is destroying Microsoft in mobile. “Tablets” is code for iPad, which owns 95% of a rapidly growing market. The netbook market, which is rapidly dying, is dominated by Windows.

The iPad is winning for many reasons, but one of them is that its iOS is right-sized for the platform. The iPad has a netbook-sized screen, but runs what is essentially a cell phone operating system. By downsizing the OS and the hardware, Apple was able to achieve a low-enough-but-profitable price, zippy performance and amazing battery life.

Had Apple followed the Microsoft approach, it would have launched the iPad with OS X running on it. It would have touted the ability of the device to run desktop OS X apps. But it would have cost $1,800, gotten three hours of battery life, weighed three pounds and it would have been slow.

Google will also succeed in tablets in part because Android is also essentially a cell phone operating system.

There is absolutely no question that for a tablet to compete, it must run a cell phone operating system.

If — despite overwhelming, inescapable evidence and proof for this most basic fact of today’s mobile market — Microsoft fails to put its Windows Phone 7 OS on tablets, then we can safely write off Microsoft in the mobile market.

We can finally say: Microsoft has a fatal blind spot and that it will not and cannot succeed in mobile.

But I don’t think that’s going to happen.

What Ballmer Said About Tablets

In a recent interview with Ars Technica, Microsoft CEO Steve Ballmer hinted that Windows Phone 7-based tablets are in the works. In a discussion about tablets, Ballmer said: “You’ll see some things as you move Windows Phone along.”

Ballmer’s vague statement is vaguely encouraging. But the company will have to do more than just slap Windows Phone 7 on tablets. First, it has to be willing to compete with Android on price.

Second, Microsoft has to be willing to cannibalize existing businesses in mobile operating systems, tablet operating systems and applications. It needs to get behind the mobile tablet business with all its resources, cultivate massive development on these platforms and offer a compelling line of its own applications — sorry “apps.”

Interview With Ryan Jones: Big Brand Seo, Social Media & More

Can You Tell Us About Your Current Job?

I’m the Senior Search Strategist at Team Detroit. We’re a full service agency owned by WPP. I spend the majority of my time working on Ford, Lincoln and Ford’s other online properties. Our team deals with everything from high level strategy down to creating META data. In addition to working on Ford, I spend a great deal of time evangelizing SEO within the agency as well as looking for ways to better integrate SEO into other departments – like paid search, social media, etc.

Can You Give Some Tips on Getting a Job at a Big Agency/Brand?

It all comes down to experience and passion. I’ve always believe that if you do what’s best for your client you’ll succeed no matter where you are. When I look around at the people in the SEO industry who are doing things I notice they all have a passion for search. SEO (and marketing in general) isn’t something you can turn off at 5pm when you go to the gym or the bar. Some of my greatest ideas have come up in random 11pm cross country calls with friends where we just talk about search, the auto industry, and random stuff.

I think the mark of a good SEO is somebody who not only does it for a living, but runs their own sites as well. Having a personal stake in the game is key to developing that passion. The first question I like to ask job applicants is “tell me about your biggest SEO success?” Not a lot of people have ready answers for that.

What Mistakes Do You See Big Brands Making in SEO and/or Social Media?

What is the Best Part of Working With a Big Brand?

I hesitate to say this because people might take it the wrong way, but what I like best about big brands is that I don’t have to do any link building. I take it for granted sometimes, but with a big brand, we don’t have to do much to get links. As long as we produce good content and make it easy to share the links usually take care of themselves. I know I sound like a Google blog post here, but it’s true. It’s also probably why I think a lot of SEOs hate link building. It’s just not as easy as it was a few years ago. I think that’s why link building is always a popular conference topic too – we’re all looking for quick fixes that just don’t exist.

Speaking of Conferences, Which Upcoming Conferences Will You Be Attending or Speaking At?

In Feb. I’ll be speaking on a panel about meaningful SEO metrics at SES Accelerator in San Diego. It’ll be my first time speaking at a conference and I have to admit I’m feeling kind of nervous. It should be an awesome session. I’ve also been told I need to try Phil’s BBQ while in town, so if anybody wants to meet up and get some ribs let me know.

I’m also going to be speaking at SMX West in San Jose. I’ll be giving a case study about moving domains on the domain migration panel, and I’ll also be moderating the Q&A for the “ask the search engines” panel doing the SEO site reviews panel. I’m not sure how submissions work for either of those, but if you’re going and want us to review your site or have a question for the search engine reps let me know and I’ll try to work something out.

I’d also love to attend SMX Advanced and Pubcon this year but we’ll see what happens.

Any Suggestions For New Conference Attendees to Make the Most of Their Experience? Which Industry News Items Have Irritated You the Most Lately & Please Tell us Why.

Oh boy…. A complete list of things that irritate me is usually readily available on my Twitter or Facebook – and updated by the minute. Right now mobile is a fun topic. There seems to be genuine disagreement in our industry on whether mobile and desktop search will converge or diverge and what strategies should be employed. I also just read a Webmaster World thread where SEOs were questioning whether on-page factors actually mattered in ranking. Don’t even get me started on that…

What Knowledge Do You Feel is Crucial if You Want to Do Well in the SEO industry?

The second biggest thing would have to be the ability to think like Google. It’s easy to get stuck in the webmaster mindset and forget that Google’s priority is to make search more useful to their customers. If more people designed their sites with that goal in mind the web would be a much better place. Think less about about “how can my site rank for this term?” and more about “what would a searcher want to find when they type in this term?” – then go make that site.

You Have a Feisty Social Media Reputation. How Important Is It to be Truly Yourself in Social Media?

Personal Questions

Mac or PC? Both. I use a PC for work because that’s what I was given. At home I have a macbook and an iMac for normal use, and a PC that I use when I code. (Coda on the Mac is nice, but I prefer editplus and SQLyog on my PC.)

Tweetdeck or Hootsuite? Tweetdeck – although lately it’s been kind of sluggish for me and I wish it handled conversations better.I have to give the Twitter iPhone app an honorable mention too.

iPhone or Droid? I love my iPhone. I wouldn’t ever go urban camping to get one, but I’ll continue buying iPhones for the foreseeable future.

Favorite drink/beer? Drink? Bourbon. Preferably Makers Mark or Basil Hayden’s. Beer? It’s got to be Shiner Bock – which is quite hard to get here in Detroit.

Star Wars or Star Trek? Star Wars

Favorite Sports Team? Red Wings, Tigers, Lions, and the University of Michigan – and since we get CBC here in Detroit, the sport of curling has really grown on me. It looks like so much fun. Anybody want to go try it with me?

Find Ryan on Twitter @RyanJones and thank you Ryan for taking the time to do the interview!

How The Rebels Beat Censorship And Built An Nft Community

In the fall of 2012, in Vilnius, Lithuania, Robert Kalinkin Fashion House released an ad campaign that featured a man and a woman posing as Jesus and the Virgin Mary wearing jeans and a dress from the company’s then-upcoming clothing line. “Jesus, what trousers!” one of the taglines read, along with “Dear Mary, what a dress!” and “Jesus, Mary, what are you wearing?”

The campaign ran on the company’s website and on prominent billboards in the Lithuanian capital ahead of a fashion show that brand co-founders Robert Kalinkin and Indre Viltrakyte were organizing at the time. “It was a play of words,” Indre Viltrakyte, Robert Kalinkin co-founder and CEO said of the campaign while speaking to nft now. “We had the models, and those images were in very serene surroundings. They were a very aesthetic representation of our clothing. Everybody loved it.”

A few days before the fashion show, however, Viltrakyte and Kalinkin received a complaint from a church in a nearby city claiming they had violated public morals by insulting the image of Jesus, God, and Mary. Lithuania is one of the most devoutly Abrahamic countries on Earth, with more than 90 percent of its inhabitants identifying as Christians and three-quarters of its adults identifying as Catholic.

The complaint went to Lithuania’s State Consumer Rights Protection Authority (SCRPA), and on to the Lithuanian Advertising Agency (LAA), both of which ruled that the pair had offended the feelings of religious people, a principle enshrined in the country’s Code of Advertising Ethics.

via Robert Kalinkin Fashion House

The choice to resist the ruling incurred years of litigation. In the course of fighting the SCRPA’s decision, the fashion house lost three separate court cases, with the final blow coming from the Supreme Court of Lithuania. “But we still felt right in what we did,” said Viltrakyte. “It was a creative expression. Advertising is a form of creative expression.”

The European Court of Human Rights (ECHR) agreed. Lawyers took on the pair’s case pro bono, believing that the fines and rulings the Lithuanian courts dealt out had violated their right to freedom of expression as described in Article 10 of the European Convention on Human Rights. On January 30, 2023, after years of proceedings and paperwork, the ECHR declared the Lithuanian courts’ ruling unlawful, setting a precedent for the entire European Union.

“If you feel that something you’ve created has a right to live, nobody should take that from you.”

Indre Viltrakyte

“I read every line of that final [court judgment] with a sweet taste of justice for creatives,” Viltrakyte said. “If you feel that something you’ve created has a right to live, nobody should take that from you.”

The birth of the Rebels NFT project

In the spring and summer of 2023, Viltrakyte decided to take the same principles of creative expression and instill them in an NFT project. She began buying and trading NFTs, becoming “absolutely hooked” on Web3. “It came to me that we could immortalize our story on the blockchain,” Viltrakyte explained. 

In September, Viltrakyte brought the idea to Kalinkin, and the two decided to base the project on the very ad campaign they had fought so hard for over the years. By November, The Rebels NFT community launched on Discord and Twitter, and in January 2023, the collection was minted into existence.

The Rebels team wanted the 10,101 NFTs in the collection to reflect Viltrakyte and Kalinkin’s journey. Ernesta Vala, the project’s art director (who also led the pair’s 2012 ad campaign), based the NFTs in the collection on the campaign’s portrayal of Mary.

“When we created the project, we wanted to create this character, this mother of mothers — proud and independent,” Viltrakyte explained. “When we saw those features were in the characters, we just let the Ernesta and the team do the rest.”

(Left) Mary from the 2012 ad campaign and (Right) Rebel #529, via The Rebels

Getting into NFT fashion

The Rebel’s website states that the brand aims to become the first fashion house to transform into a blockchain brand fully. Viltrakyte makes no attempt to hide her traditional fashion roots, though, and believes her perspective and experience serve her well in exploring ways to bridge the physical and the digital in the realm of Web3.

“We are searching for ways to be the bridge between the physical and digital,” Viltrakyte said. “We know how to make clothes, we know the business side of that — we’re not digital natives and we don’t pretend to be.”

What is the interoperability problem? In short, it comes from the way self-contained metaverse spaces are siloed off from one another. For example, you may own a metaverse-compatible digital asset in one project’s digital environment, but you can’t take that asset to another metaverse. This lack of interoperability keeps projects and communities from interacting and Web3 from developing cohesively on a larger scale.

“Until this is solved, we cannot have a fully functional [Web3] fashion house,” Viltrakyte lamented. “It’s probably not coming anytime soon. If you do a fashion line for Decentraland, it’s only for Decentraland. And if you do one for Sandbox, it’s only for them. We’ll need to get around that. I have a deep conviction about VR technologies, where you can use wearables. And we’re working on something like that as well.”

“There are no boundaries there. Nobody to tell us we can’t create what we want to create.”

Indre Viltrakyte

The bigger picture, Viltrakyte believes, is to enable creators in the Web3 community to build, design, and create clothing of their own. “We’re working on building a platform that allows people with minimal design knowledge to choose the design elements in a way that the final garment looks unique and custom made,” Viltrakyte explained.  “Then, we can open that to be transformed into whatever platform you desire, Decentraland, some other metaverse, or an AR filter.”

The success and future of the NFT fashion industry

Fashion brands like Gucci, Tiffany, Prada, and Nike have become fast friends with Web3. The success of these brands’ flirtations with NFTs is a good sign for the fashion industry, though Viltrakyte said she hopes these companies follow through with their Web3 commitments.

“It’s important these brands continue to [experiment] with NFTs,” Viltrakyte remarked. “If it’s just one or two drops, that’s bad for the space because then there’s no consistency, and you can just write it off as a cash grab. I generally think that fashion is just more visible than other industries because it’s a luxury thing, and everyone wants a piece of that. Things like DeFi just aren’t so sexy.”

Viltrakyte believes that fashion is well-suited for Web3 because what people decide to wear has always been the most basic form of self-expression. If the identity-crafting focus of NFTs and blockchain technology has a parallel in anything, it’s fashion. Whichever brands best recognize and capitalize on that will carry the torch forward.

“There will be heritage luxury brands who nail that,” Viltrakyte said, speaking on her predictions for the future of Web3 fashion. “Tiffany has a good shot at it. I’m betting they’re going to be consistent with [Web3]. Then, there will be brands like us who come from a small background. Small, boutique, quite high-end brands from a small country nobody knows about, going into this huge Web3 world. There are no boundaries there. Nobody to tell us we can’t create what we want to create.”

Get Over The ‘Next Big Thing’: An Interview On Seo With Duane Forrester

Duane Forrester, a Senior Project Manager at Bing who oversees Webmaster Tools, syndicates to SEJ his well-written, thoughtful blog pieces on SEO. Over late night emails, he answered my questions on SEO, our industry, and why we need to stop waiting for the “next big thing”.

In your first syndicated post for SEJ, you said, “Mostly what it means is that if a business is singularly focused (we’ll focus mainly on SEO this year, and focus on social later), you could be falling behind and not realize it.” That really stuck out to me. What are three strategies marketers can do to stay ahead of the curve to be proactive so they don’t get behind?

Content: Almost goes without saying, yet so many sites try for shortcuts. Searchers are looking for content, not optimized web pages, so why not feed them what they want? When thinking about content, think laterally – do your customers prefer to read or watch videos? Do they respond more to bulleted lists, or long form text? And gathering customers from organic search is the first step. How are you treating them after that? What are you doing to walk them through their research in deeper into your conversion funnel?

Pull. The. Trigger. When you uncover new data and see a way to get involved, give it a try. Don’t be afraid to apportion some of your budget to purely testing new ideas. Win or lose, you learn.

Bonus – invest in customers. Usability testing and in-person discussions will go a long, long way to helping you understand the mindset of your customer. And marketing is the task of using that knowledge to elicit a response. Tough to win when you’re guessing, but easy to win when they tell you, face-to-face, what they want.

You also mention that the department that does more than SEO (such as paid search, social media, customer service, print media, PR, and more) will be in greater demand. I think the responsibility to grow falls somewhat on each person that makes up a department. As individuals, how can we increase our experience to incorporate more of these skills?

When most SEOs started, they were often tasked with more than just SEO work. Today’s teams are usually a bit more specialized, but never lose sight of emerging trends (touched on above). Those who seek the trends are better positioned to predict the future. SEOs typically have access to so much data, spotting interesting trends is like a hobby. So a company would do well to exploit that inquisitive nature inherent in SEOs and apply what they can uncover in new directions. I keep calling out SEOs, but this applies equally to those in other discreet disciplines of search and social marketing.

One trend I’ve noticed in our industry is that people are obsessed with predicting the “next big thing” or what’s going to “change the game forever.” Do you like that approach, or is it more effective to keep your head down and focus on the present? (Or, is it a mixture of both?)

That being said, obtuse “fortune telling” might be my biggest pet peeve in the SEO world. If you have one, what is yours?

It’s got to be that every few months a new “OMG” something pops up, causing people to rethink their plans, reassign resources, and generally it all gets in the way of the main goal: making the business successful. If you’ve build a solid business, on a solid plan and you’re growing, then why be distracted by sideline chatter that is not affecting you? Spending even a week treading down the wrong path means lost time and progress in other areas. Our industry is all about the headline this week (as are most others, I realize), but raising your head every time someone blogs about X means you’re not focused on your goal.

Most Fortune 100 companies (and beyond) now take SEO and paid search seriously. Do you think the adoption process took longer than it should?

Gotta give this an “Oh heck yes!”, but then again, I’ve been an SEO for 15 years, so I might be biased. Seriously, though, the adoption timeline is about right. Some businesses have even beaten the curve, as is evidenced by how fast this industry went from a bunch of geeks speaking their own language to a $20B/year space. Large companies, like large ships, take time to reset their course. In the NEXT 10 years, you’ll see this work become ingrained and so intrinsic that no business will skip some form of it. Might not always be SEO as we know it, but the broader spread of marketing efforts: organic, paid, social, etc. will always be part of the marketing toolbox moving forward.

Random Bonus Question: I saw on Twitter that you are a “dog guy,” which makes me extremely happy. Care to share a little about your pups? Here are mine looking angry in Halloween costumes.

Diva is a 12-year-old Cavalier King Charles Spaniel. Beautiful and dumb as a stump. Did I mention she’s very, very pretty? Merlot anyone?

Thanks Duane, for answering our questions! See more of Duane’s syndicated posts on his SEJ author page or check him out on Twitter.

Image Credits

Does Google’s ‘Recent Results’ Feature Beat Twitter?

Google rolled out today some of the best new search tools ever. My favorites are the “Wonder Wheel” and the “Timeline.” I’ll save my over-enthusiastic gushing about these features for another column. Instead, I’d like to address the many comparisons being made between Google’s new “Recent results” feature and the search function of Twitter.

Is Google’s better than Twitters? The answer is no… and yes. It depends on what you’re searching for.

In reality, Google’s “Recent results” isn’t nearly as new as some of the other features. It essentially extends to non-news items the timeliness of Google News searches, which can be atomized to the most recent hour.

The problem with “Recent results” as a competitor to Twitter Search is that it doesn’t at all provide the “real-time searches” Twitter does. While Twitter shows you every single “hit” on your search measured in seconds or minutes, Google’s “Recent results” feature shows you a small percentage of hits with a freshness of minutes, hours and days.

To illustrate the point, I entered my own name into the “Recent results” feature, and I got back a recent blog posting of mine, followed by a Twitter post from yesterday, followed by my main page on Twitter. My column from last week showed up near the bottom of the first page. The results felt to me to be based on some weird combination of relevance, recency, popularity and random chance.

For example, it picked up a blog post from yesterday, but what about the post I did four hours ago? I post about 10 to 15 Twitter tweets per day — why did it select this one over the others? No way to know.

The good thing — and the bad — about Google’s “Recent results” feature is that results are heavily vetted. You’re not getting everything — not even close. And it’s not all that timely, either. It’s just more timely than regular Google search results.

So if you want to learn more about a prominent person before meeting them, or want to know more about a company or just get a well-rounded understanding of something, Google’s “Recent results” will give you a nice snapshot that’s pretty timely.

If something is truly new — breaking news (say, an earthquake hit Los Angeles 30 seconds ago) or public events (the playoffs are live on TV now), Google can’t touch Twitter.

However, if you’re searching for something that everyone is talking about, Twitter can be a nightmare of irrelevant chatter. Google “Recent results” will do a much better job of filtering out the noise.

Stated another way: If you want to know what happened today, use Google’s “Recent results.” If you want to know what happened in the past ten minutes – and are willing to sort through a lot of crap — use Twitter Search.

Here’s Palm Pre on Google Recent results. Here’s Palm Pre on Twitter.

None of this matters to the average user, however. The vast majority of people will search by going to the Google home page, entering in their search and accepting whatever results pop up – ignoring both the “Show Options” link and the idea of trying Twitter Search.

That would bring real-time search to the masses, and drive Twitter awareness and usage to Facebook or Wikipedia levels (because posting on Twitter would provide Google exposure).

Best of all for us lazy power searchers, it would enable one-stop shopping for real-time search. Until that happens, however, I recommend both Google’s “Recent results” feature and Twitter Search to everyone who wants more timely searches, depending on what you’re searching for.

In the meantime, ignore the pundits who suggest Google “Recent results” in any way competes with Twitter. It doesn’t. They’re very different. They’re both necessary. And they complete each other.

C’mon, Google: Acquire Twitter already!

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