As search has developed, the end user has also undergone behavioral changes. Universal and blended search have played a lead role in the user’s changes. Many times, searchers don’t know what they want when they search and the blended results offer a number of different options for them to choose from. Mike Grehan of Acronym Media told WebProNews in this video that we must look at these developments when we think about search in the present as well as in the future.
Grehan and many others such as Bruce Clay have said that ranking is not as significant as it once was, especially after universal and blended search rolled out. Universal and blended search have also opened up a whole new playing field for people who before didn’t have the opportunity to be noticed. These users are now able to be seen and heard through their clicks, their tags, their ratings and reviews, etc. Grehan says these “signals” the end users are sending are very powerful to the search engines.
So what does all this mean to SEO? According to Grehan, it places a strong emphasis on “engagement” and “connectivity.” SEO will become more complicated because users will demand a much richer experience. Monitoring the results will become even more important than ever since users will be producing more of their own content and even interacting directly with brands.
All this information and more is compiled into Mike Grehan’s new book which is set for release in August. His thought paper “New Signals to Search Engines: Future Proofing Your Search Marketing Strategy” can be downloaded here.