SEO in 2010 – 8 Predictions

1. Future of comprehensive searching on a real-time basis

Microsoft had initially beaten Google by declaring the integration of Twitter data with their SERPs. Google responded to this move by releasing an initial test version of their integration with Twitter which is not really fully geared up for prime time. Google is known for acting hastily to deter other organizations to come into press limelight. But this has really not done Google any good as usability and relevance of this new feature is far from acceptable. The scenario is similar to Infoseek, 1997, where to get the top position, one just needed to be the most recent person to post a Tweet regarding any topic. In 2010 the number of queries which would be displaying results on real time basis is expected to diminish.

2. Link graph from Twitter is a robust arrangement

Twitter is slowly eating into the domain of link graph. Google has tried to keep pace with Twitter regarding determination of relevance and popularity with their PageRank features. Twitter very recently launched its services for shortening URLs. However Google does not give importance to raw tweets/re-tweets. They have started implementing the calculations for judging the relevance and popularity of various sources and tweets that would be displayed on a real-time basis. Nowadays SEOs aim to use tweets as links to get SEO success. It is expected that tweets would retain their importance in assisting page-ranks in the near future.

3. Personalized search would continue to remain

The aspect of personalized search is to stay on a long-term basis. Recently, Google launched their “permanent” personalization of displayed results with Bing following suit just a few days later. Experimentation is expected to be done on ascertaining the metrics which influence personalization, like click-through rates, visit history, etc. If “organic” success is actually achieved by luring PPC click-through(s), this would push the bid prices enormously as companies would be vying not just for paid clicks but also for earning “organic” positions.

4. The world would be split on a 80/20 basis regarding the search engines used

Statistics has revealed that Google is slowly increasing its U.S. market share. Bing as well as Yahoo! continues to have their own shares of the pie. The possible scenario being predicted in 2010 is market share of 25 to 28% for Bing and Yahoo! combined.But those engines are responsible for sending merely under 20% of the aggregate search traffic. The rest of the dominant share is going to be with Google.

5. Disappearance of Linkdomain and Site Explorer

Maintaining the feature of web index is not proving to be cost-effective for Yahoo!. Bing has also not given any indication that they are thinking of reopening the portal for link info. The best case scenario would be expediting the functionality of Webmaster Tools provided by Bing. But that is also not expected to provide viable link-intelligence.

6. Dramatic increase in SEO spending

From the report of Forrester on interactive marketing spending in the U.S. it has been revealed that after social media and online videos, SEO would be the territory where all marketers would be investing their money. The CAGR of SEO continues to outrun that of PPC. But still time is required before the gap is closed between the portions of clicks commanded by SEO with respect to spending allocated for it.

7. Optimization of conversion rate is going to receive more attention in 2010

A highly under-utilized domain which has the potential of delivering maximum ROI is conversion rate. Slowly awareness regarding this is growing and one can expect software built for that purpose. There is scope of enormous business from this domain but sufficient investment is yet to be made.

8. Increased number of Queries to drive Less Traffic

Both Google and Bing are trying hard to increase the visitor-stickiness by making their search results to the queries more comprehensive. The greater the number of answers provided to the increased number of queries lesser would be the traffic going to other websites to look for answers/solutions. User experience is going to become smoother and easier by this process.

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