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THE IMMEDIATE FUTURE FOR SEO

One of Bob Dylan’s most famously quoted lyrics is, “For the times they are a-changin’” Never has that been more prevalent than in the world of internet marketing. Just a few years ago getting number one rankings on Google was relatively easy. We as internet marketing specialists can only look back at those times and think of the good old days of “low hanging fruit”. In 1998 when Google was just opening it’s doors the company indexed 26 million pages of content, by 2000 that number had reached 1 billion pages of content. In the year 2008 there were over a trillion webpages of indexed content on Google! That’s a lot of information to keep track of; more importantly a lot more competition for those marketing online.

Concerning all of these new webapges, Google as well as other search engines, are constantly updating their algorithms to make searches more relevant and targeted to the user. Social search outlets as well as semantic web software (improvements in the working relationship between computer and man) are some of the new trends with search engines and search marketing companies alike.

THE EVOLVING SEARCH ENGINE

Microsoft recently unveiled the new search engine Bing which works as a “decision search engine”. New additions to Bing over the old MSN include video and image preview within the search results, local information that is personalized in the organic rankings (traffic, business listings, maps, reviews etc…) and instant answers. For example, current information will be displayed first in the organic listings for sports scores, finance, airline flight status’, celebrity news, new products/services and many other search terms. Bing, in essence, is making search results based more upon geotracking, recent search history, account/profile settings and currently published articles. Google, believe it or not, keeps tabs on what you are searching for. Other search engines like Yahoo, as well as industry specific vertical search engines are quickly adopting these new methods of indexing. internet marketing just got more complicated!

What specifically, if anything, does this new technology in search engine indexing mean for businesses looking to get number one rankings? It means that a website can no longer solely focus on proper keyword text optimization. The term ‘Digital Asset Optimization’ has been thrown around some in the past years as a term to describe the practice of taking all of a company’s digital assets and promoting them through relevant marketing channels in addition to developing appropriate keyword and linking strategies. Digital Assets refers to various types of interactive media (video, image, audio, blog, podcast, ebook, webinar, RSS feed, news/pr, product/service, social media and networking sites). It was only a couple years ago that hardly and search engine marketing firms had adopted the use of Digital Asset Optimization, but in today’s economy more and more search marketing firms are jumping on board to stay ahead of the curve.

A recent Marketing Experiments Inc. poll indicated that in the future 90% of B2B buying communication will be through video. Tools are already on the market for general public to create professional looking videos with ease. Today’s consumer wants to be entertained while quickly absorbing information to make smarter purchase decisions. It is up to us as SEO and SEM marketers to incorporate search engine optimization strategy into interactive media. The same rules do not apply to interactive media as they do with traditional SEO or SEM. A common rule of thumb in search marketing is to create and publish a lot of content. Creating a lot of quality rich content will not only gain a prospects trust but also look first-rate in the eyes of search engine spiders. Online Marketing isn’t all about content creation but more so about creating an online charisma that extends to hundreds or thousands places on the web. Your content should be considered a brand extension of your company.

No matter what trends may come and go one thing will always remain constant: Content is King. The internet is no longer a digital storefront for an organization but rather a venue for a company to engage and interact with its customers. SEO Marketers need to be aware of the challenges of creating, branding, promoting and optimizing new forms of rich interactive content for their clients. For those search engine marketing agencies willing to take SEO and SEM to the next level the long-term rewards will be numerous.

A quality blog will generate more qualified traffic for your site. Its greatest value is that it helps you build your customer list. The quality of your list is increased because you have established yourself as an authority in your field. The leads you generate through your blog should be considered low-hanging fruit. When you interact with your blog visitors you really get to know them. Remember, the goal is to get them to return frequently.

The Expert

Position yourself as an expert. A blog showcases you as an expert and can help you achieve expert status in the eyes of your visitors. When you focus on a particular topic you will become known as an expert in your field. Remember, you are providing a reliable resource for news about a certain topic. You are not posting commercials about your business, instead you are providing a valuable service. As you are building a following you are developing your brand. You are building your reputation through your blog.

Closing the Sales

Experts are a lot more likely convince people of the benefits of a product than sales people. If you have a loyal blog following, when they need your service, it will be a small step for them to choose your company for the job. Remember, experts make the best sales people because they make it look easy.

Taking Action

When faced with unfamiliar technology such as blogs, many business owners simply avoid it, writing it off as not essential. It may not be essential to your present business, but it may take your business to a new level of success. You will not find out until you try it.

You have many options to start blogging. There are a variety of free blog hosting solutions that only take a few minutes to set up. The blog hosts only require a simple online application and you can start blogging. If you want to install your own blog, there are free open source and commercial solutions available to you.

The right blog CMS (Content Management System) makes a huge difference. You should try several before you make a decision. One may be perfect for one business, but you may find the interface awkward, or difficult to use. Most importantly, your blog has to work for you since you will be spending the most time on it.

If you want to differentiate your blog from the rest, consider a custom blog solution – one that can be completely customized to your business. In most cases, WordPress, Blogger, MovableType or Typepad will work. The greatest advantage of using one of the more popular systems is that there is a lot of support available to you.

The best blog system is something that’s easy for the writer to use and brings together the features that allow your business blog to flourish. Consider how you want comments, archiving, sub-pages, categorization, and user accounts to operate in order to narrow down your choices. OpenSourceCMS is an informational tool to help you select a software.

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