The future of search (engine optimization) 7 trends you need to know by bjoern uehss

The Future of Search (Engine Optimization) 7 search trends you should know about by Björn Ühss @faiM @faiMbcn www.uehss.de < 1995 2010 2000 future

How did you search 15 years ago?

Search before 1995 …

… was on paper

… on yellow paper

1. Paid listings - bigger font, frames, colours - better position - highlightings - you pay, they promote you 2. „Natural“ optimization - Keyword in company name - correct category - name starting with „0“ or „A“ :

... and then came BlackRub Google

How will search look like in the future ? (and how can I optimize my content) !!! 7 interesting search trends you should know 1. Universal Search 2. Personalized Search 3. Real Time Search 4. Social Search 5. Local / Mobile Search 6. Ajax-like search while typing search 7. Search/Find without searching ???

1. Universal Search Websites Maps Images Blogs Twitter News‘ Books Videos Products Shopping Reviews Businesses Wikipedia related searches Sitelinks … But does it blend?

1. Universal Search … and what it means for Search Engine Optimizer: Be present at as much channels as possible! Maps – Images – Blogs – Twitter – News – Videos - Products Shopping – Reviews – Businesses – Wikipedia - related searches – Sitelinks - …

2. Personalized Search + cookie / history + digital identity + public private date + individual profile + region / language + personal search __________________ = personalized search

2. … and what it means for Search Engine Optimizer: + Rank Checking is Less Accurate + organic click-trough rate becomes more important e.g. Bing prefers results other users liked to click + leverage social networks : more friends = more reputation = higher rankings + optimize for social search (digg, delicious etc) + build cool widgets people can add to their homepage + increase prominence of sharing/bookmark buttons + keep user on your site: stickiness & user engagement + add RSS-Feeds + Low bounce rates + User Experience & Branding Boost SEO ___________________

3. Real time search

3. Real time search … and what it means for Search Engine Optimizer: + Trending topics ranking higher + adapt trending topics + create a blog & create content constantly + use twitter – generate a reputation + start a facebook account + be a community builder + aggregate news on your page + get into public relations & let the press talk about you + position in your niche with all your media

4. Social Search

4. Social Search Got an answer after 1 Minute! Vark.com

4. Social search … and what it means for Search Engine Optimizer: + create social profiles & optimize them + be different, creative, authentic, honest and attractive + invite to participate + make it easy to share your content + become an authority & expert in your niche + build a community & reputation + Blog, News feed + PPC advertisment in facebook + have fun + create buzz + Use Q & A

5. Local / mobile search

5. Local / mobile search … and what it means for Search Engine Optimizer: + geographically based search queries (hotel barcelona) + add your page to google local business center + get listed in google, yahoo, live, ask, yellowpages, yelp, foursquare, yellowpages, localeze, openlist, getlisted.org. + add your physical adress & telephone nr. on your site + create a directions or "how to find us" + create a mobile version of your site + ask clients for review + include location names in your titles + add photos / videos / maps of the location

6. Search-while-typing

7. Searching without search "We're still happy to be in search, believe me. But one idea is that more and more searches are done on your behalf without you needing to type . I actually think most people don't want Google to answer their questions. They want Google to tell them what they should be doing next." (Eric Schmidt, Google CEO)

7. Finding without searching "the goal [of search personalization] is to enable Google users to be able to ask the question such as 'What shall I do tomorrow?' and 'What job shall I take?' We cannot even answer the most basic questions because we don't know enough about you. That is the most important aspect of Google's expansion."

7. Finding without searching
Google could suggest interesting things
e.g. Google Mail
Mobile phone (things around you)
Individual & behavioural targeting
from syntax to semantics
from what you typed to what you meant

...enjoy the WebBar Mojito - with us. Björn Ühss @faiM @faiMbcn seo.uehss.de [email_address] Web Marketing Group Barcelona Encuentro de Marketing Online www.WebBar.es twitter.com/WebBarBCN [email_address] uehss.de - xing – linkedIn – twitter.com/faiM – twitter.com/dailyseohint - http://twitter.com/dailywebfacts - ...

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The future of search (engine optimization) 7 trends you need to know by bjoern uehss

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The future of search (engine optimization) 7 trends you need to know by bjoern uehss — Presentation Transcript