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The Future Of Search
As technology advances, we have seen an increase in the number of devices accessing the internet and this has posed several challenges for website developers and designers to ensure their website renders perfectly on any platform be it TV, games consoles or, more commonly, mobile phones.
Whilst these new platforms share a small percentage of the overall market, they should not be ignored. As with the development of these new platforms, come a range of new marketing opportunities from local search marketing through to paid search and search engine optimisation.
Mobile Marketing
As mobile devices continue to grow in market share; with more users than ever before accessing the internet directly from their pockets, a new avenue has been opened for marketers to send targeted, mobile specific pay per click advertising to a wide populace, on the move.
Local Search
With the introduction of universal search across the major search engines and the complimentary elements of mobile internet usage, local search is fast becoming a core means of driving targeted location based customers to your business. As users uses their mobile devices to find addresses, directions and advice on the go – local search has further widen the reach of allowing for locality specific listings including their integration into popular GPS compatible applications such as Google Maps.
Social Marketing
With the increase of social websites such as Facebook, MySpace and Bebo we have seen a new a revolutionary means of demographic advertising. With the largest social networking website globally, Facebook, offering a range of advertisements targeted to users based on location, age, sex and preferences, social marketing is fast becoming one of the key ways of promoting a brand and converting traffic.
Search Engine Optimisation
Continually changing, SEO has always been the largest marketing avenue for consistent exposure in the search engines. With the introduction of new platforms comes the increased need for more variety when it comes to instant information.
With the market dominance of Google decreasing on a monthly basis worldwide due to alternative search engines such as Bing striving to compete it is interesting to see a variety of new features being released which further increases the scope of Search Engine Optimisation.
These include:
- Real Time Search Feeds
There have been continual tests for the integration of social feeds such as Twitter directly into search pages. These are on the back of deals struck by the major search engines directly with Twitter. - Hot Topics & Trends
Due to the increased need for instant information, the showing of trending topics have been more prevalent of late; we first spotted these emerging in October 2009 during the Jan Moir scandal. - Blog & News Integration
Further exposure can be gained from news & blog syndication by driving relevant traffic to your website by becoming an approved industry portal of news in your sector.
While the future of search is not certain, it is certain that the future is search and as the landscape continues to change at such a rapid rate, keeping ahead of your competitors by embracing new, emerging technologies is the key to any successful online strategy.
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