This document discusses how social media impacts search engine optimization. It covers topics like universal search, real-time search, social signals from platforms like Facebook, Google+, and Twitter that search engines may use in rankings. It also provides tips for optimizing profiles, videos, images and pages for keywords on social media and search engines through tactics like using keywords in titles, descriptions, file names and throughout content. Sources of keyword research are discussed including site analytics, competitor sites, social media monitoring and keyword tools on platforms like Twitter, YouTube, Delicious and other all-in-one tools.