Mediarun Search Marketing News

Future impact of latest search developments on website optimisation is 'unclear'

September 03rd 2010

Search Engine Optimisation News

The impact that real-time search will have on the search engine marketing sector remains unclear, it has been claimed

According to Econsultancy, real-time search is still relatively young and many SEO companies have not yet begun to exploit the latest development in search yet.

Jake Hird, senior analyst at Econsultacny, said: "It's something that will develop over this year and it will become a lot clearer, but at the moment it's still a very grey area.

"With real-time search the stream is now almost instantaneous, but nobody knows how that is being indexed or what you need to do to have that being indexed."

Mr Hird warned that one of the major effects of real-time search proliferation could be that bad publicity climbs up the search engine rankings more quickly.

He claimed that businesses should already be looking at their search engine marketing strategies closely and ensuring they manage their web presence effectively - both good and bad.

Companies need to start taking everything into consideration when it comes to creating a sustainable search engine optimisation programme that will help develop both a firm's brand and its reputation.

He said that regardless of the trajectory of real-time search, static search engine marketing will remain a core issue for every SEO agency.

"Even before [search engines] started putting in real-time results, companies should [have been] looking at how to manage their search visibility," Mr Hird added.

Google has made a number of enhancements to its real-time search offering since its launch last year and following the takeover of social networking start-up Angstro, it looks like the combining of real-time search and social networking is inevitable.

Firms that fail to adapt to real-time search could end up losing out to their competitors, and while there is little clarity surrounding social search's data mining algorithms, it won't be long before a light is shone on the new technology.

In other words, regardless of the future impact of real-time search engine marketing, it makes sense to keep abreast of the latest developments - not least because of the huge, and growing, popularity of social networking websites as a marketing tool.

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