The most important factor is judging the best way to prioritise new developments in and amongst existing industry best practice to maximise the potential of any individual page as well as the overall ranking capabilities of the entire site or portfolio of sites.
This post discusses a few of the new developments that affect online search engine optimisation as well as the challenges that each one of these present to any SEO agency; including recent social media marketing announcements, the launch and future implications of Google Instant and also the impact from the advertising powerhouse struggle of Google & Bing for market share in the search arena.
Firstly, the introduction of Google Instant last year sent shockwaves through the social network, but it didn’t take SEO agency executives and in-house personnel long to pick up on the opportunities and turn the development with their advantage. This trend will probably continue into 2011 with the use of Google Instant to corroborate search patterns from the suggestions that Google instantly jumps to as you type every person letter becoming increasingly important.
Google were also very active with regards to the announcements they put out at the end of last year, leading to new implications for 2011. Possibly the biggest of these was the announcement it is at the habit of taking Twitter & Facebook links under consideration through its ranking algorithm. If previously some companies was reticent to battle Twitter & Facebook accounts before for whatever reason, they now have a whole new significant reason to get on the social media marketing bandwagon. By simply not being active on social media sites, they could be leaving themselves at a strategic disadvantage to competitors which are more prominent on Twitter & Facebook. This may cause a powerful social networking management strategy a total crucial in 2011, when it wasn’t already.
Additionally, Google also announced that its search algorithm was subject to much more frequent change than was previously assumed. With the knowledge given that Google tests and amends its algorithm daily, SEO agency executives and in-house online search engine optimisation specialists need to be ahead of the pace more than ever before before. Testing and reanalysing SEO data should be a daily occurrence to them too should they be to ensure top ten listings are stable and never just subject to fluctuations searching algorithm. The degree of interaction between SEO specialists will should also be high to share best practice and new interpretations within a mutually beneficial community. This may be seen as a development that would favour a search engine optimisation agency over smaller in-house teams or individuals.
Finally, there is the ever present looming potential in the Bing/Yahoo search alliance which has pumped significant marketing budget behind their attempt to muscle in on Google’s online market share. While this has been largely ineffective in 2010, it can only take one significant shift as well as the game would change entirely to a more significant two horse race. Probably the biggest impediment to growth for both Bing and Yahoo continues to be the general insufficient confidence inside their search algorithm within the social network. If this year whqipz search results suddenly improve significantly because of algorithm improvements, or maybe their marketing messages embed more confidence inside their search they could view a significant impact on market share overnight. Although this remains a slim bet, the ever present nature of it implies that SEO specialists have to be well versed within the different ranking variables that effect Bing and Yahoo ranking positions. This is together with the reality that on some keywords the gains in return on your investment may become more prominent in Bing or Yahoo as compared to Google.
2020 will without doubt be another exciting year for SEO agencies and executives. The way that they cope with the ever changing goalposts will be the biggest defining aspect in their success all through the year.