Google engineers talking openly about the latest challenges in indexing web content. Search marketers getting their heads around building promotions on Twitter. Lunch networking sessions exploring obscure tips and tricks. This year’s San Jose SES had it all, with a glow-in-the-dark Google Dance to boot.
Although SES hosts events around the globe, the San Jose event has traditionally attracted considerable attention due to its proximity to the campuses of the major search engines. This year was no exception, with a notable presence from Google, Yahoo and to a lesser extent, Microsoft.
Certain trends jumped out at this year’s event, permeating many of the panel presentations.
Universal (blended) search
Over the last year, all the major engines have rolled out different variations of universal search: mixing up the search result pages (SERPs) with video, news, blogs and other content. While each engine has a slightly different approach, the overall affect on search engine optimization (SEO) strategies is the same: you need to concentrate on optimizing more than just web pages. You need to think about creating and optimizing multimedia content, news and other forms of web content.
Universal Search: representatives from each of the engines talk their developments in this space
Semantic search: a distant cousin of universal search, semantic search has similar implications for SEO practitioners
The distinction between PR professionals and search engine marketing (SEM) experts is forever blurring. More and more journalists are using news search engines to source and build stories. Companies can take steps to ensure they have maximum visibility in this space. On your own site, there is work you can do to ensure your PR content (often a good source of fresh content) is as optimized for search as possible.
Optimizing for news search: PR professionals and providers of online news wires discuss making the most of your releases
In the paid search space, average pay-per-click (PPC) is increasing as more marketers take to this medium. Therefore it’s increasingly necessary to increase efficiency of campaigns, drive up ROI and outperform the competition. Focussing on the traffic delivered by search can really help in this respect. For instance, making your landing pages more attractive to your target audience and improving a registration form can really make a significant difference to campaign performance.
Pay per conversation: creating real engagement with your audience
Storyteller marketing: weaving a story around your information
Post-click marketing: tips for landing page optimization, including segmentation
Social media optimization
Social media is becoming an integral part of our online culture. SEM professionals should be aware of what this means for the way we find information online. Whereas the traditional search engines still remain important, sites like Myspace, Facebook and Twitter have become credible sources of information. In addition, more and more companies are incorporating social media networks into their own sites, which presents its own unique challenges for search.
Facebook, feeds and micro-blogging: the impact of new online technologies on search
I haven’t included mobile search in this list of trends, although there were numerous sessions on this topic. To me this seems less of a trend – more of an entrenched part of the search landscape.