It’s that time of the year again. End of year roundups and predictions for 2010. It’s been a busy year in search, well in fact its been a busy decade (but we won’t go there)! If 2009 was the year of Bing, Wolfram Alpha, Google Caffeine and expansion of AdWords usage, along with everyone’s attempts at Real-Time search integration, then what does 2010 have in store for the search industry?
From a user perspective, search engines were looking east. Taking from insights in the far eastern search markets, Bing and Google focused more on becoming a one stop destination hub. From the second you type your query into Google, suggestions are sent your way. In 2009 they upgraded the suggestions to include direct links and elements such as the latest weather reports, or even parcel tracking information, all before you even click “submit”.
Personalisation was a key objective for search engines too, as user data continues to get used to determine future results and trends. However, it met a lot of critique, from many who cited that personalisation may take away from independence (with less and less “new” perspectives given to users). Just like the improvements in audio/video searches and real time search though, 2010 looks to be a big year for the development of these technologies.
As far as traditional SEO and PPC goes, Google impacted these strategies too. Lines began to blur between the two, as Google integrated local results (map results) and expandable PPC ads (integrating PPC and Google Base results together) to include sitelinks and product prices / listings. From an SEO perspective, Google spent the latter part of 2009 emphasising the need for speed – advising that a sites load time may become a big factor for optimisation in 2010.
And Google didn’t stop there, continuing their foray into a vast range of things – some of which it has been working on for a few years, such as voice recognition search, along with working on more efficient translation tools and various apps for the Android operating system. And then there were the many mash-ups of their existing offerings, such as City Tours and Social Search.
It wasn’t all bright lights for Google though, as they continued to seem out of place when it came to other forms of media, including a much criticised attempt to push the Google Chrome browser on TV and print media ads. They also took what many people felt were a step back with a more traditional pricing on “paid placement” local listings, and YouTube ads, opting away from their cost per click rates – and instead going towards the old CPM rates in some cases.
At the same time though, marketers looked closer at the impact of TV on search. Going beyond slogans that say “search for (name of brand) on Google” – marketers looked at having the celebrity presence on their search listings too. Hilary Swank, Scarlett Johansson, Oprah Winfrey and Jessica Alba were celebrities used to endorse PPC ad copy in 2009.
The merger between Bing and Yahoo looms ever present for 2010, while Yahoo Search Submit Pro calls it a day. Yahoo site explorer is rumoured to be next in line, which was the source of many an online SEO tool that analysed links. When this will happen is unclear, but it does remind many of a search marketer of the times when the Yahoo / Overture keyword tool was silently put to sleep.
And of course, it wouldn’t be an end of year / new year posting without some predictions, so here goes. Among our predictions for search in 2010, are:
1. SEO will become the darling of marketing, as recession strapped companies look to get the most of their budgets
2. SEO’s will need to know how to communicate with designers and developers (and vice versa), as factors such as load time, script usage and site coding become key SEO factors
3. Data (advertiser and customer) debates will heat up over the year, as companies like Facebook, Google, Bing, etc tread the line between insight and privacy
4. Local and retail advertisers will see Google Maps and Google Base traffic volumes soar
5. Launched in 2009 – Scoopler.com will become one to watch in the “real-time search” race
6. Search becomes the marketing channel for geniuses (or genii), as from keyword research to semantic psychology – things are about to get really interesting!
7. International SEO and PPC strategies will evolve fast in 2010, as search engines such as Baidu spent late 2009 moving towards a more westernised search methodology in both paid and natural search listings
8. Real time search still needs a fair bit of work and will look vastly different this time next year
9. Mobile search will finally catch up to all the hype its received in the last few years
Drop us a line and let us know what you think is in store for search in 2010.
