A recent announcement by Google has changed the way Internet users, and therefore customers, will find information and your business. Google has unveiled real-time search after much anticipation. What this means is that real time information from Twitter, Facebook and other social media sites will now be listed on top of the Google search results.

Suddenly, fighting for links and optimizing your website with the best search engine optimization (SEO) loses a bit of value. Of course, having a popular website and links will still put you on the top of the organic web results, which is incredibly valuable, but now it will be valuable to actively dialogue about issues related to your industry. If you write a message on your Facebook page about a snowstorm and someone is searching for the weather, you may become his or her source of information. Similarly, if you run a shoe store and just received a shipment of new Nike shoes, sending a Tweet to inform your customers could actually make your store the first result before the Nike website.

This change has empowered small businesses to compete like never before for the eyeballs of potential customers. It also rewards smart and consistent engagement online.

Social media users should now, more than ever, consider the content of their messages in the context of being found. A great way to start is by looking at Google Hot Trends. Writing about your business and relating it to keywords that a lot of people are searching for will help new customers stumble upon your website. If you can show them value by not just selling but also relating current news to your industry, you will build a network of followers that converts to leads and eventually more business.

Similarly, optimizing your messages on social networks will become increasingly important. This means that putting the most important keywords at the beginning of your message will become essential to grab eyeballs and to allow Google to scrape your message for the best words. Similarly, keeping messages short so they can be shared, spelling complete words correctly and adding links shortened by a service such as bit.ly will help direct the eyeballs to the product or page where you can convert them into customers.

As the most important website, Google is your best opportunity to generate traffic and leads and with the addition of real-time search, it is now essential to be active on social media.

Of course, you can’t just sell. Following proper etiquette is still important. Engaging in conversation is the first step. Think of it as a Chamber meeting. You don’t just walk around giving your pitch, you listen, you discuss what is on people’s minds and you build trust through back and forth engagement. When the time is right you can tell people what you do and why it would help them.

Linking your profiles together is also important when using social media. With the advent of live search, customers may find your random message about the weather. They should quickly and easily be able to find your webpage based off of this inadvertent click. To help them, completely fill out your profile on Twitter and Facebook, add website links on your profile and in your messages and be present on the numerous channels where people may find you.

Finally, know that you will get out of social media what you put into it. It doesn’t have to be a time consuming process, but usually the more involved people get, the more they want to spend time doing it. Just like a party where you start having a great discussion and want to stay all night, social media can create new contacts, leads and even friendships. If you’re willing to put in the time, it can lead to enormous personal and professional benefits.

The Internet is continually evolving, but one thing seems certain: real time search and social media is going to play a pivotal role in the coming months and years. Starting now on social media and actively building a cadre of supporters and potential leads will help your business as more and more information comes from social media sources. For the first time, geography, size and advertising budgets do not have to dictate who consumers listen to. Be heard by being active on social media.