I've been asking some of the UK's search experts about the most significant events of 2010, and their predictions for next year...
The Advertising Standards Authority in the UK has a wide remit. In March 2011 this remit further expands, with backing from Google, to look at claims and sales practises on websites. It’s already possible for the ASA to investigate PPC campaigns.
I've just picked up the latest improvement to Google's algorithm and thought 'oh dear!'. Online reputation monitoring just took centre stage in SEO once again.
Most brands now engage in organic and paid search to a greater or lesser degree, but most do so with little understanding of the interaction between the two mediums, and therefore fail to acknowledge that search is one medium and not two and should be managed as such for maximum return.
I think you have to love learning in this game. When the parameters change as quickly and as frequently as they do, you have to want to keep ahead of things.
I don't know whether it's cause or effect that the people you meet in SEO particularly are inquisitive and curious and typically have a lot to teach you.
One of the challenges of e-commerce is international expansion, and how exactly one goes about it. There are complications around websites, language, SEO, tax and how to integrate with back end systems.
We have spent a lot of time working it out here at Flowers HQ, as we now service not only the UK flower delivery market, but also those of France, Germany, The Netherlands and Belgium. Here are three of the key areas to think through before you embark on your international roll out:
It is expected that by 2015, the total number of internet users in BRIC
countries, plus Indonesia (making them the BRICI markets) will total
1.2bn, more than double the current online population of these
This, combined with other technological advancements and
financial growth, means that now could be the time to start considering
extending e-commerce practice in these markets.
In terms of SEO, this means beginning to think of strategies for search
engines other than Google. In most of the BRIC markets there are many search engines other than Google which hold the leading market
share, or there are at least strong competitors for the search giant.
I meet a surprising number of prospective clients who
confess to having thoroughly disliked their previous SEO agency.
Many of them have simply run into the charlatans our sector
unfortunately attracts, but I have encountered quite a few companies which have
had decent optimisation work done on their behalf.
The whole world of digital marketing is maturing but it’s still hugely
dynamic, particularly in the world of search marketing.
This makes it an
exciting time to be involved in the sector but does mean more and more
agencies and practitioners are being left behind, clinging to what used
to work and sticking with habits even if they aren’t doing anyone any
But how can you spot one of these search marketing laggards, who have fallen so far behind?
As an SEO, my fear is that some cunning paid search guru is going to
steal my clients' business before searchers get to my handiwork. So now I
have to optimise earlier words. The early word gets the worm?
What this means is targeting across the keystrokes in linear fashion
from first letter until the search is either complete or a relevant
result set presented. With everyone flapping about the who's and why's of Google Instant there are some of us thinking about how to game the system.