With the splintering of the ways users, (Horses), and how they are accessing water hole information.
Ranchers (Water Hole Marketers aka Digital Strategists and SEOs), have to reach across multiple disciplines, multiple query engines across varied OS for different screens. ok, I know it's far-fetched, but pretend Horses have phones.. laptops and tablet too of course..
Check out StevePlunkett.com: Water Hole Optimization (Leading the Horse to Wate...: If you have heard me speak, you may have heard some analogies. One is that Search Engine Optimization is like "leading a horse to water... By Steve Plunkett