The document discusses current and future trends in search engine optimization (SEO) and social media. It notes that SEO requires connecting search intent to site content based on location, behavior, and platform. Future SEO opportunities include hyper-local targeting within stores, zip codes, and events. Brands need to identify who their audiences are, where they are located, when they search, and what they search for, and then create and connect relevant content. The document emphasizes that authoritative content and topic experts will be most influential in SEO and social media. It advises brands to identify, grow, encourage, find, promote, hire, engage, build, and empower authorities on their topics.