Loading ...As the search industry has evolved, so has the definition of search. In this video from SES New York, Jeff Pruitt talks about the evolution of search and how marketers need to respond to it.
Jeff serves as the Executive Vice President of iCrossing and the President of SEMPO. In their latest State of the Market Survey, SEMPO found search spending at 13 billion in 2008, and saw that it would increase to 19 billion by 2011. (WebProNews detailed SEMPO’s latest State of the Market Survey in an interview with Kevin Lee.)
While these numbers show significant growth in spite of the economic crisis, Jeff points out that these statistics do not reflect the extent of how much search has evolved. Search now looks at how users engage with content. In the past, users had to go to search engines to find websites and news. Today, users go to social networks, use various devices to search on, and want to find images, video, blogs, etc.
What does all this mean for marketers? According to Jeff, marketers need to look at their content distribution processes and make sure they are optimized for both search engines and social networks. Marketers also need to break out of their traditional molds and integrate social into their search efforts.
To better understand the search evolution and to further help marketers, SEMPO is working this year on the thought leadership of extending search beyond what it is known as today.
This review was helpful for small business owners who are seeking to build their sales channels through the web. We often cannot afford to do all the work ourselves but do need to be open to how we best approach getting to our clients. The small business owner should define their client behavior, likes and dislikes, expectations, and how your products provide the value to fill that niche. Once this plan is defined then you can work with a professional SEO person on the technical things as a partner to help fulfill those goals. Without a good plan, and approach, advertising effort is wasted.