Category Archives: Natural Search

As the New Year turns, it’s normal to look ahead. So here is my list of what’s coming up in the world of natural search for 2010.  In lieu of predictions, however, I’d like to offer up something a bit more actionable: a rundown of key areas that will require online marketers’ focus and attention to maximize natural search success in the coming year.

1.  Mobile Matters – I have actually been beating the mobile drum since I worked on mobile search in 1997, but this year, mobile really matters. (Google and Apple have spent almost $1 billion in the last quarter to buy mobile ad networks…that should tell you something!) The growth of mobile is torrid and with the rise of the smartphone and ubiquitous 3G, mobile search is working. In 2010, you will see an appreciable amount of traffic from mobile browsers. Are you thinking of how you can present yourself to the mobile user? If you aren’t now, you should be.

2. Images Matter – Visual search is hot. There have been dozens and dozens of early stage visual search engines that have been no better than demo-ware. But Google Image search has exploded, and we see that our clients are driving traffic through images searches. (If you are looking for a red dress, doesn’t it make sense to look for the red dress in pictures?) And with the advent of Google Goggles, image search will continue to explode. Are you optimizing your images to be relevant and available for image search?

3. Not Being a Dog Matters – Do you remember this incredible cartoon which touted the invisibility of who you are online? Well, the world has changed dramatically since then, and your reputation as a marketer is now well known on the internet. In 2009, I suggested that reputation was about to become an important part of the online world, and 2010 that will become even more valuable. How you behave as a marketer, how you share information with customers, and how you engage with customers will have an impact on your search visibility in 2010.

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