SEO - Web 2.0 to Universal Search

There is a lot written and spoken about search engine optimisation (SEO) and both the discipline and the industry continue to grow with increased strength. As the credit crunch bites and advertisers look to SEO for increased ROI, SEOs are finding themselves under increased pressure to deliver to the expectations of their clients and employers.

The changing face of search

There's no doubt that the search scape is changing and it could be argued that Web 2.0 has been a catalyst for this. Web users are becoming more sophisticated, and with the new generation relying heavily on Youtube, Facebook and MySpace style applications search engines are having to move quickly to retain their share of web use.

No longer is it enough to offer 'web search', the search engines recognise that they must now integrate even more tightly with the user to offer a universal search solution encompassing video, music, images, products, people, places and others.

The changing face of search means that today's SEO has more ground to cover. Today's SEO should not just be looking at core search, but working out how they can pull traffic from other 'search like' properties and anticipating the introduction of true universal search.

The fundamentals stay the same

These are challenging times for SEOs. We should not become overwhelmed, but instead welcome the opportunities that Web 2.0 and universal search brings. Search marketers are creative by their very nature, and for those who can crack the formula, a rich consumer hunting ground exists.

What we should remember is that the fundamentals will pretty much always remain the same. If we build great websites, with great content, look after the technical sides and treat our visitors well, we should have no problems making the most of the new breed of web user.

This article is written by SEO consultant, S Jones of SearchData, a UK SEO & competitive intelligence specialist.

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