INFOCUS

5 can't-miss SEO trends

  • 2 of 5
  • View as single page

Trend 1

Search and stream of consciousness
Real-time search is now a reality. That's right, sports fans: After many years of refining the search algorithm, and spending hundreds of millions of dollars to get it right, every Tom, Dick, and Harry with an opinion can pop up in your search results.

Naturally, the first people to capitalize on real-time search marketing have been the ones who know how to exploit it. With a hashtag (#) and a dream, anyone can pop into search results. Don't you feel better about spending all that money on search engine optimization?

However, you don't have to feel all that bad about walking the boulevard of broken dreams (#greenday) -- there's still time to make sure you are optimizing for real-time search. While the concept is still very new, you can follow a few simple guidelines to make sure you are getting it right:

  • First, make sure you are using keywords in tweets.
  • Second, since every Twitter action or post creates a page, make sure your text is relevant.
  • Third, take a close look at web address abbreviators. Some have really sharp SEO attributes. Long, complicated URLs have never been the friend of search marketers, so now is the time to try and re-invent the address. Some even allow tracking; take a look at bit.ly to see what I mean.
 

Comments

john miles
john miles March 30, 2010 at 9:30 AM

Well written article kevin, you covered a lot of content there and the external links are great. I feel you've covered a lot of the key issues facing online marketers and SEO people who try and cover everything to get a slice of SEO positioning for their clients, but the client more often than not is reticent to entertain the extra investment to not only initiate the SEO best practices covering text, inages, video, achoir text, tweets etc but you made a very important comment about Analytics data. I always set my clients up with Google Analytics and hook in their Adwords (if they have any), but do you think they read the Analytics data - of course not. you and I know it takes a bit of time to interpret the data, and create a recommendation moving forward to iincrease the effectiveness of a website based on the raw data - which does not lie, it's fact. And as you say in your closing remarks, stop crying and whinging and start learning about your customers via Analytics. Keep up the great work, it's very much appreciated in Australia.

Kym Romanets
Kym Romanets March 16, 2010 at 11:28 AM

I am sorry but to me what you are talking about is more SEM not SEO.

Fiachra OM
Fiachra OM March 16, 2010 at 10:48 AM

There are lots of good points here, Kevin. The truest one of all, however, is "There are no quick solutions." Well said.

Tom Crandall
Tom Crandall March 15, 2010 at 1:15 PM

Well stated, Kevin. I would also recommend local search optimization because it is the fastest growing segment of search. Google recently stated that one in every thirteen searches yields a map.

Brands have clear disadvantages compared to SMB's when it comes to local search so it is vital to understand the landscape and execute best practices in order to compete.

Bruce Carlisle
Bruce Carlisle March 15, 2010 at 12:45 PM

Kevin: I applaud your emphasis on avoiding the bottom feeders and less than transparent SEO and (stealth) SEM practitioners. At the same time, when I forward your piece to my clients, most of them will turn around and call me up to ask what this means for their own discoverability efforts. So while I'm all about Analytics and tools and real time posting, not every marketer can, should or even wants to keep up. Tgey rely on consultants Luke us (plug coming: www.digitalaxle.com ) to help them sort through the flood of not just data, but torrents of articles like yours. However clear and correct your piece here, it unfortunately lives in a flood of conflicting content that most clients have neither the time, inclination or ability to sort out on their own. We do that and provide great value in the process.