Each new year presents its own challenges for companies looking to get ahead in the search engine optimization market. As advertising providers increase costs, customers become more savvy and social media continues to rise, a business must ensure that it is prepared for the coming of the new Search Engine Marketing year.
What is Going to Happen:
1) Social Media is not Going Away
Facebook, LinkedIn, Twitter – the list is almost endless, but many social media websites are gaining in popularity and advertising power with each passing day. Recent studies have shown that most consumers will come in contact with Facebook advertising in some form during their buying process, even if the Facebook link is not the last one they click on.
2) Advertising Will Cost More, Customers Will Pay Less
Estimates put cost per click for Pay Per Click advertising increases at anywhere from 12-15% in the coming year, driving the amount a business must pay for advertising upward. At the same time, consumers, burned by the recent recession, have begun to use the Web as a tool for searching, rather than buying. Multiple searches are conducted for products and reviews analyzed, and companies need to be prepared to deal with this new reality.
3) Bing! Microsoft May Be a Winner
Despite coming late to the party, the Bing search engine has seen steady growth over the last year and is predicted to continue this upward trend into 2011.
4) Mobility May Mean Money
The marketplace has been crowing for years about the supposed age of mobile e-commerce, but very little aside from Web browsing has happened in the last half decade. Now, with Google working on a credit-card replacing phone and with start-up companies on track to make e-commerce viable, 2011 may just be the year of the mobile money-maker.
What Companies Need to Do About It:
1) Diversify search engine marketing strategies. Businesses need to use Facebook campaigns, viral marketing, and make sure that all of their advertising eggs are not in one basket.
2) Optimize effectiveness. Companies need to have SEO that is viable, straightforward and that generates targeted traffic in order to convert searches to sales.
3) Invest in Bing marketing. Google is still the big fish in this ocean, but Bing cannot be ignored by savvy companies. A good SEO Company should advise that Bing marketing dollars be increased.
4) Do not ignore mobile. This might not be the year it goes big, but waiting an extra 12 months could mean significant lost sales. Start testing the waters using the Google AdWords platform and see what comes up.
2011 will continue the trend of increased SEO diversity and it’s important for your company to understand on how to capitalize on these growing search engine marketing trends in the new year!