It may be too early to call Utica the last big shale-oil deposit, in part because its productivity hasn't been proven, said Pete Stark, with energy consultancy IHS. But the Utica's size, geology and organic content make it "a promising play, " he said.

WSJ: Shale Lifts Prospects in Ohio

Lehmann, the lead author of the paper which is published in the journal Nature Geosciences, said that the black carbon content of soils in the study ranged from zero to 82 percent of soil organic carbon.

CNN: Soil study hints at climate model revision

The message here is that there is a lot of untapped opportunity in organic search, but in order to monetize it, the content must be integrated with buying opportunities.

FORBES: Combining Paid Search and SEO Principles

Capitalizing on the idea that people generally tend to find the interests of their friends, well, interesting, the ability to share what one has just read, watched, or listened to allowed for an organic, and explosive, increase in not only the amount of content one consumed, but also the breadth of it.

FORBES: Search, Social, And Recommendation-Engines