With the end of the year approaching, now is the time for search engine optimisation companies to be making plans for the next year and considering where to focus their attention.

This is according to Search Engine Watch's Simon Heseltine, who stated data from this year should give organisations a good idea of what did and did not work in the past 12 months and what can be taken from this going forward.

He suggested firms that may be considering branching out into new opportunities should take the time to perform research and identify which areas are trending.

Examining the market to see if any new keywords have appeared is a goods way to start, Mr Heseltine said, as "it could be that some ancillary term has quietly taken off and become a potential conversion driver".

For those looking to shift their focus, he offered several questions marketers should be asking, including how profitable the market is and what the long-term potential may be.

Elsewhere, Siddharth Shah of Search Engine Land has suggested areas advertisers may like to concentrate on in 2011 should include social media sites and Bing.

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