The most crucial factor is judging how 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 short article discusses some of the new developments that affect internet search engine optimisation as well as the challenges that each one of these give any SEO agency; including recent social media announcements, the launch and future implications of Google Instant and also the impact in the advertising powerhouse struggle of Google & Bing for market share in the search arena.
Firstly, the development of Google Instant last year sent shockwaves through the online community, however it didn’t take SEO agency executives and in-house personnel long to pick up on the opportunities and turn the development for their advantage. This trend is likely to continue into 2011 by using Google Instant to corroborate search patterns from the suggestions that Google instantly jumps to when you type every person letter becoming increasingly important.
Google were also very active with regards to the announcements which they put out at the end of last year, leading to new implications for 2011. Probably the biggest of those was the announcement which it is in the habit of taking Twitter & Facebook links into account through its ranking algorithm. If previously some companies was reticent to consider Twitter & Facebook accounts before for whatever reason, they now have a brand new significant reason to get on the social media bandwagon. Simply by not being active on social networking sites, they could be leaving themselves in a strategic disadvantage to competitors that are more prominent on Twitter & Facebook. This may cause a highly effective social media marketing management strategy an absolute essential in 2011, when it wasn’t already.
Furthermore, Google also announced that its search algorithm was susceptible to much more frequent change than was once assumed. Using the knowledge since Google tests and amends its algorithm daily, SEO agency executives and then in-house search engine optimisation specialists have to be ahead of the pace more than ever before. Testing and reanalysing SEO data should become a daily occurrence to them too when they are to make sure that top ten listings are stable rather than just subjected to fluctuations searching algorithm. The amount of interaction between SEO specialists will also need to 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, you have the ever present looming potential in the Bing/Yahoo search alliance which includes pumped significant marketing budget behind their make an effort to muscle in on Google’s online market share. While this has become largely ineffective in 2010, it can only take one significant shift and also the game would change entirely to a more significant two horse race. Perhaps the biggest impediment to growth for both Bing and Yahoo continues to be the general lack of confidence within their search algorithm inside the online community. If this year whqipz search results suddenly improve significantly because of algorithm improvements, or maybe their marketing messages embed more confidence inside their search then they could visit a significant influence on market share overnight. While this remains a slim bet, the ever present nature of this implies that SEO specialists need to be well versed in the different ranking variables that effect Bing and Yahoo ranking positions. This really is together with the reality that on some keywords the gains in return may be more prominent in Bing or Yahoo compared to Google.
2020 will no doubt be another exciting year for SEO agencies and executives. The way that they manage the ever changing goalposts could be the biggest defining factor in their success all year round.