Posted by Exults on February 22, 2011
As with most things on the Internet, the SEO field is constantly evolving. New opportunities continue to appear and the SEO professional has to find new tactics to make the most of them. Some of these opportunities are due to changes in the way that people use the internet and others are due to changes in technology as well as the technology providers.
There has been a big growth in the use of personalized searches over the last few years. Personalization means that the search engine filters your results so that it only returns sites with a solid history and any new sites are going to find it harder to break through. It will require a new kind of SEO strategy to bring a new website through the established and branded websites that dominate the search results.
The number of main search engines that you can target now has dropped to two since the joining of Bing and Yahoo. Most searches are still on Google, so as an SEO professional you’ll need to target your campaign towards that search engine. Anything that works on Google will also work on the Bing and Yahoo combination.
The number of searches is steadily increasing, but the search engines are trying to answer these searches without having to pass the visitor on to another website. If you’re not careful then the search engines will index your content and quote it directly and so the searcher will never see your hard work. To get around this you might have to deliver more complicated content that delivers real value to your visitors.
The most popular sites on the Internet now are the social media sites like Facebook and Twitter. In comparison, nearly every other site on the Internet is losing popularity. If an online marketing company is not targeting its campaigns towards these sites then it will start to fall behind those companies that are actively targeting them. Your new SEO strategy will really need to leverage the social networking sites in order to succeed.
Both personalized searches and the increased use of social media are acting to take searches away from the traditional web indexing. These are now an integral part of online marketing and promotion and it’s becoming increasingly necessary to use the skills of a SEO professional to make the most of your campaigns.
The speed of change on the Internet seems to be increasing and people are increasingly interested in real time information and messaging. The challenge for the online marketing company is figuring out how to take advantage of this trend and incorporate that real time Internet into your SEO strategy.
Even though Twitter is considered a social media site, the microblogging site has the instant messaging and retweeting functions that make it into a great research tool. It’s becoming increasingly important for the SEO professional to spend time seeing what the current trends are and how their rival companies are making use of them.
The holy grail of an SEO professional is the conversion of searches into visitors. No matter what new trends come along, your aim is to increase the conversion rate and improve the return on investment. Basing your SEO strategy on these trends will help you to do that.
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