As 2009 rolls to a close, everyone is considering the changes in the world of search during the year. So, we have gathered together the views from some of our experts in the Clickthrough Marketing office of what we may see in 2010 as a result of those changes.
Adam Symes, Head of Paid Advertising:
2009 has been a year of great change in social media. MySpace and Bebo have seen huge decline and yet back in 2006 they were the top two searched for terms on Google. Conversely, the Global Language Monitor has named ‘Twitter’ the word of the year. The last 12 months have seen a huge increase in the use of Twitter and although this may plateau in 2010 it will still remain a huge force as Google continues to integrate tweets into real-time search results.
Another trend that has experienced significant shifts is the use of retargeting, a form of intelligent behavioural targeting where an ad / banner is displayed on a site (sometimes unrelated) a user visits after the user visits the advertisers site.
Adrian Epstein, Paid Search Account Manager:
Google continued to develop AdWords opportunities this year. It is now allowing Google advertisers to place additional site links into ad creative when bidding on performing campaigns. These additional site links take users directly to the other categories within your site from within the ad; this is great for additional shelf space. Advertisers can now opt in to ad extensions taking products from the Google Merchant centre, this then provides selected products that are relevant to your ad, increasing conversion opportunities.
Finally, rumour has it Google is taking into consideration the page load times as a factor for ranking. That pushes the focus back on hosting companies and more importantly developers who can decrease these page load times. Whether or not Google make page load times a factor in rankings, it is one that should be a focus.
Bryn Firkins, Director of Paid Advertising:
The iPhone has now shifted around 33 million units worldwide, by default bought by affluent consumers. For many, mobile marketing has been about banners and search. Now, iPhone apps have given marketers a powerful way to get their brand message in the hands of people who have proven they are happy to spend. The iPhone App store has gone from holding around 10,000 apps at the start of 2009 to just over 100,000 now.
Advertiser spend in developing these apps can sometimes sit outside usual online media budgets as they can be a powerful source of direct revenue in their own right. With Google Android now gaining some traction, and the relative portability of iPhone apps to Android, expect apps to continue to grow in importance in 2010.
Rob Stoubos, SEO Account Manager:
Brand building and online awareness through online PR and Social Media is becoming increasingly important. Online PR and Social Media are being factored into Google’s natural search algorithm increasingly, and Google wants to use ‘public opinion’ when it comes to deciding which sites to promote in natural search. Companies who don’t establish themselves in these areas and as a result increase their traffic referrals from these areas may begin to fall in rankings when Google’s new Caffeine algorithm comes into play in 2010.
What do you feel may figure highly in the world of search in 2010? Do you agree with our experts? Where will you be committing your online marketing budget next year, and where do you expect the big wins/losses to occur?