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Search Marketing Trends: What are some of the biggest trends to watch in 2011?
Search Marketing Trends: What are of the biggest trends to watch in 2011? Please list, in detail, the top trends that professionals should follow in search marketing trends for 2011. High quality contributions will be included in an upcoming Focus report, and will receive significant promotion on the Focus network.
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7 Answers
I'm seeing a lot of broader online marketing takes here, but the question was about Search and 2011. Here's what I think we are looking at in the evolution of Search Marketing:
1. Local. Not only are searchers starting to act more local, but the engines are falling in behind that trend and delivering more local. Something like 20% of searches are "local". It's such a priority for Google that they moved Marissa Mayer to lead those efforts. Learn how to utilize microformats and Google Places. Local is also getting a lot of velocity from the next thing on my list...
2. Mobile. The number of queries from smart phones is growing astronomically. Thankfully Safari and the other mobile browsers have spared many of us the need to create a separate mobile version of our sites. So far the consensus is that mobile queries deliver the same SERPs, no matter where you are. Paid Search results do vary by location, though. I'd also suggest that since it's much more likely to misspell something on a mobile device that you not forget about misspellings as a tactic in tail search volume.
3. SEO isn't dead and anyone who suggests that is a moron. Just like my CPA has job security as long as there is an IRS, SEO's will be gainfully employed as long as there are search engines who move the goal posts hundreds of times a year.
4. SEO, while not dying, is actually growing quite fast in terms of market size. I hate to link to the competition (Quora, not Rand) but Fishkin nailed it here: http://www.quora.com/How-overhyped-is-the-concept-of-SEO .
5. SEO is more Social. With all major engines acknowledging their use of social signals in indexing, your content needs a social coefficient to maintain freshness. I'm not going to say a Tweet = a link, but it does = something.
6. Bing/Adcenter. Bing, thanks to the Yahoo deal in addition to some nice innovation, is growing marketshare. Don't ignore your AdCenter accounts. Many of us have over the years but it's a legit channel now, no matter what vertical you are in.
7. PPC costs will continue to rise. The economy is showing some signs of stability and maybe even some recovery. While Social Media is getting all the news cycles and dumb money, Search is still where most make their money. Enjoy more expensive clicks.
8. Google is tired of being a public utility and is coming after you directly. From mortgage leads to travel to music, Google is owning more and more of their owns search results.
9. Video Search. Video is hot and all the engines have gotten much better at supporting video feeds. They still can't detect dupe content, so feel free to spam that same video anywhere you can list it.
10. Complex Publishing & SEO meet again. Paywalls, subscriptions, metered use...online publishers are trying to take control of their audiences but they all still understand the value of a searcher. I suggest calling your publishing clients who you haven't spoken to in a while.
11. SEO software starts to suck less. Hubspot, SEOMoz, Conductor, etc. are pushing tools and support that real businesses are finding value in. Particularly in the world of SMB editorial.
My Wild-Assed Guess:
12. Watch your Klout score. Social has to be scored eventually and Search will use that signal (as we have already seen). Klout looks to be the emerging player here. You might want to think of this as your Social PageRank.
Here are three of EngineWorks 5 Biggest Marketing Trends for 2011
3. Video Marketing
If it surprises you to hear that a YouTube channel is now the marketing equivalent of a Facebook fan page, keep reading. Online video can work wonders for your SEO. Here are some statistics from the 2010 SES Conference & Expo:
• Americans watch more videos than they conduct Google searches.
• While online video expands exponentially, other media channels are dwindling.
• 7 of 10 online adults watch or download videos via the internet. That’s more than half of all adults in the United States.
• Videos are 50 times more likely to reach first-page Google rankings than text pages.
• Americans between 12 and 24 years of age spend an average of almost three hours per day online – more time than they spend watching television.
• And unlike TV ads, you can track your online videos, measuring the precise impact of each video, participating in commentary, responding to blog posts and questions, and analyzing the data.
Video marketing may not be a brand new medium, but these days video production has become less expensive and more advanced than ever before and its appeal has never been greater or more widespread. This trend will only expand further in 2011, so don’t hesitate to jump on this exciting creative bandwagon.
Things to keep in mind:
• Video marketing is only one aspect of your overall marketing strategy.
• Successful video marketing relies on attracting the best audience with a compelling visual theme or video-relevant topic.
• Your video should reflect your brand, and create a recognizable connection with your company.
4. Display
Banner ads and other forms of display advertising get more useful, successful and interesting with each day, so you can bet that 2011 will bring a wealth of developments on the display front. Advancements in local ad targeting (through sites like LinkedIn and Facebook) result in a new abundance of ads based on a user’s geographic location.
This type of targeting is already widespread in other forms of search marketing, but now display is following suit with advanced demographic and keyword targeting. Cost-per-action ad pricing (as opposed to cost-per-click) also helps advertisers save money in the long run, as you only pay publishers when you get the action your ads are after.
5. Mobile
Mobile advertising has become one of the hottest topics among marketers these days. Application development, text-messaging, and mobile website creation may have been separate entities in the past, but today these tools converge into incredibly effective, integrated mobile advertising solution suites. It’s becoming increasingly possible (and more and more affordable for small businesses) to launch comprehensive campaigns that combine SMS, MMS, email, mobile websites, apps and more.
Tips for getting prepared:
• Revisit your website design, and update at least part of the site so that it displays and functions effectively on mobile devices. Focus especially on pages that lead people to convert or to contact you directly.
• Is your business location-based? Make sure your communications are increasingly mobile-friendly so current customers and potential clients can easily respond or contact you on the go, anywhere, anytime.
• An easy way to kick off your entry into mobile campaigning? With text messages and emails that include coupons or tasty tidbits like your latest product updates.
What’s the general takeaway for 2011? Get yourself up to speed with the media revolution. Technology, culture, communication, and community have evolved dramatically, and you need to be part of that evolution if you hope to stay in the game.
Ready or Not: The 5 Biggest Marketing Trends for 2011 published on the EngineWorks blog on December 20, 2010 by Carrie-Sue Kay - See all 5 http://www.engineworks.com/blog/2010/12/ready-or-not-the-5-biggest-marketing-...
Brian pretty much nailed it (and I think he's spot on with #12)...the one thing I'd add is that the power of "business reviews" whether they be on Google / Yelp / Citysearch / Facebook / Twitter etc. will grow exponentially in importance and ultimately will be playing a very prominent role in the search engine results.
Also, I have to think something big will happen with Bing...especially on the paid side. Microhoo has been as exciting and successful as "New Coke" and I can't believe that such a strong player is going to surrender to Google without nary a whimper after making that major move.
I believe “going local” will become a powerhouse and very important to the search marketer in 2011. While most marketers are not paying much attention to local directories and advertisings now, I believe this segment of the search market will explode as we move forward into the new year.
Google has clearly shown they are placing a priority on local listings. From their own Google Places, to the new structure of their SERPs, local is making new strides and the savvy marketer is paying attention. When you add in the entire concept of customer reviews, the concept of local listings and directories will be critical to both large organizations small businesses. They don’t simply provide a record for your company, they provide an avenue to allow your customer to become your marketing team.
Search marketing and search engine optimization is no longer simply about page one ranking. It has morphed into your personal cheerleader and PR agency. Within seconds, any individual with internet access can not only see where you are located and what products or services you offer, he can now discover how their friends and family view you, as well as his internet-based social circle. It breathes new life into reputation management and it provides smart, budget conscious marketers a means of advancing past their competition.
I also believe location based websites like Foursquare and Gowalla will expand their offering to include more desktop services. While mobile search and services are expanding, I believe the audience is limited until the mobile carriers can advance their technology and infrastructure. Foursquare and Gowalla will see their reach can expand exponentially if they simply increase functionality within their desktop interface.
As an Internet marketing consultant I am excited for 2011. My ability to help small businesses leap ahead of their competition grows as the Internet marketing industry adapts and matures. There is no longer one proven path to success. There are multiple paths and the key is to map your approach based on your client’s individual needs and budget.
More pay per per lead/cost per acquisition options available on the market from large players like Google, Yahoo, Bing. People are tired of paying for clicks that do not turn into leads/customers.
The biggest trend is how to use search marketing in the social media environment. Social media is on the rise and will only grow.
Keep an eye on the technology sector to take another monumental rise with the mass implementation of cloud computing and nfc chips in the mobile world.
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