What this means for businesses and people in the industry

Over the last few years, search engine optimization awareness has grown tremendously among small business owners. What was once thought of as an esoteric programming exercise has now become a necessity for many small businesses to establish an online presence and gain new business from the Web. If you’re still skeptical, even Wal-Mart has jumped on the bandwagon and offers SEO services.

Increased awareness has also led to incremental changes affecting the way we search, as Google and other search engines continue to make changes to their ranking system on a daily basis. In 2008, Google said they made more than 400 changes to their ranking algorithm.

Here are a few trends in the industry that continue to change the way we think about and execute SEO:

•Personalized search. In early 2009, Google changed the way we searched by personalizing the results. Search results are now based on the behavior and intent of the individual web user, so each person ends up with different search results based on their prior search history and their physical location. This change made ranking less of a focus, and emphasized ROI and conversions as the measure of success.

•Search 3.0. The next generation of search involves “blended” search, which means search results now consist of other types of web content including video, images, news and blogs.

•Rise of social media. Social media is not going away anytime soon and businesses are starting to realize the benefits of interacting with customers. Social networking sites like Facebook and Twitter allow your business to develop an audience and make them advocates for you by pushing your content further into the Web.

•Real-time search. The concept of real-time search has led to the next generation of search engines with real-time search results indexed from news sites, blogs and social media as they happen. Real-time search engines like Collecta are establishing a niche and pulling information in as it happens to let us know what’s going on right now.

•Mobile search. Innovation in cell phone technology has made mobile search more enjoyable, more productive, and more popular than ever before. Local businesses that appeal to people on the go can benefit from mobile search.

•Reputation Management. The internet provides infinite space to communicate information and promote your business, but its constant flowing stream of information also allows for negative information about your business to surface which can tarnish your reputation. Businesses are using SEO techniques to manage, control and shape information so that they can enhance positives and remove negatives that appear in search results.

•Vertical search. As horizontal search engines like Google and Yahoo provide the most relevant results for the widest variety of searches, vertical search engines deliver quality, relevant results for specific subject areas. Vertical search engines have become increasingly popular for specific industries as they target the right audience more precisely, and provide highly qualified site traffic.

•Rise of in-house SEO staff. Businesses have recognized the need and value of having dedicated staff to recommend and implement SEO techniques. Many companies big and small are creating in-house positions to execute SEO on a daily basis.

The pace at which the internet evolves may leave you feeling dizzy, but it’s better to get on the boat now than wait until it’s too late and find yourself stranded. Making the most of your internet presence requires a multi-faceted strategy, commitment, and resources. If you determine your budget now, your goals for internet presence and traffic, and your overall marketing strategy, you are ready to significantly impact your future and your business.

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