Both Google and Bing are racing the clock to incorporate social network input into their search results. What they may not realize is that those results may become irrelevant before they can complete the adjustment. For at least a dozen years the expression “Content is king” ruled the internet. The premise being that the formulas by which the best websites relevant to a topic were chosen used a heavy weighting based upon the amount of and quality of words on a page. Suddenly we are to disregard this factor and focus on a new one. That factor is context. Now context is supposed to be King. This is not so much for search results as it is for advertising. Social network sites have made SEO agencies keenly aware that the objective is to sell products, not merely rank high for keywords.A case in point is our recent study of clicks for the term, word document recovery. We work hard to rank for major keywords such as recover deleted files and data recovery. But it turns out that the