Wednesday, 6 October 2010

Future Search Engine Optimisation – The Real-time SEO Evolution

Relentless SEO advancement is guaranteed, when you look at the changing landscape of Search Engine Optimisation. Another guarantee is the constantly changing algorithms. The leading search engines are continually adapting their search methods, to enable they always give the most accurate results. Algorithms and the changing face of the online digital world means that SEO, as a profession is one that will never stand still.

The advent of a new looking real-time search is upon us. Real-time search is most relevant to the world of news, social media and micro blogging. This change has the makings to really shake up the world of SEO as we know it.

First, a little insight into some significant changes within Search Engine Optimisation over the past few years.

• SEO has been changing and adapting but interestingly when you look at the layout and appearance of the search engine results page (SERP), little has changed.

Search enhancement was a first noticeable change with search engines adding customizable features to the SERPS to complement the basic text results.

• Google reinvented how pages are ranked which has changed the SEO playing field for good.

• Google introduced the ‘Onebox’ in 2006 which was located at the top of the SERP. This caused significant changes to how Search Engine Optimisation was carried out. The box was most influential with the provision of integrated business listings with Google Maps.

• A more recent feature has seen the appearance of ‘Google suggest’ which offers alternative search queries while you type. This has the potential to bypass the old school’ first round of SERP and can transfer a searcher from one set of results to another without even seeing the original listing.

So the next search phenomenon is upon us, Real-time search and all that goes with it.
The top search engines are currently playing around with how this may work and where the new results should be placed. If they are positioned above the organic results this may have a huge impact on SEO. A good example of real-time in action is the betting odds on a sporting event. The odds are continually being updated throughout the duration of a live match.

Twitter search is becoming a favourite with some internet users who want guaranteed up to date news and information. Google’s initial attempts in the real-time search market still have a long way to go. Real-time data is really more for the social media arena with the likes of micro blogging and social bookmarking sites. The up and coming challenge for Search Engine Optimisation is how to adapt to this trend and take advantage of the opportunities it will breed.

Another topic to keep your eyes out for is the up and coming surge of online videos. You Tube is currently one of the top players in the search game, no surprise really seeing they’re owned by Google, but this point is still a valid one. It is estimated that forty percent of people searching on Google will now see videos amalgamated into the SERP. This shares a cross over point with the rise of images and shopping options showing up on the a large proportion of searches.

All these changing factors must be accounted for as the face of SEO is rapidly changing. It could be easy to be worried by these recent changes, as they are clearly game changers in how the world of future Search Engine Optimisation will be perceived.

An important point to remember though is SEO is still a relatively young discipline and its high speed of evolution can only be a good thing. It must be embarrassed for the benefits of the end users and of course the new opportunities and challenges it will throw up for the future of SEO.

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