What he is saying it the article has actually nothing to do with "optimization"...
This is just another example of "link bait" - he is using popular term to attract readers.
What he is talking about is a part of marketing program - using social network, videos and pictures to get more exposure in the search results. But what if your site is not about videos and pictures???
There is nothing new about this marketing techniques and thousands of people have been using it forever.
The only "new" thing from all this article is the fact - Yahoo will be using search assist box on theirs result pages...
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