As consumer internet behaviour changes and new search engine marketing (SEM) techniques develop, SEM in the UK is certainly keeping up with the pace, and rightly so. New trends are changing the way search engine marketing campaigns operate, and it's up to SEM UK professionals to stay right up to date.
So what are the latest new developments emerging in search engine marketing?
New Developments In SEM
Search engine marketing specialists are paid to drive your website up the search engine results page, the theory being the higher up it is, the more consumers will click on it, and this still holds true today. However, we've all been on the web for years now and our habits are being noted - search history, types of queries, ads clicked on, IP addresses, and so on - meaning the search engines can deliver very specific results. Could it be that this personalisation of results will make ranking less important as you will only be found if people are searching very specifically?
Google is still the most popular search engine, but people are increasingly using other portals to search online, such as YouTube, blogs and images, and Googles universal search approach aims to find them all. So rather than focus purely on ranking, business owners need to interact with the social element of the web, building their brand and generating fresh content, so they appear frequently in the more expanded search results.
Because search engines are now increasingly indexing the social element of the web, SEM UK specialists should be recommending to their clients that they participate in online communities relevant to their business area, or even start a community of their own. Joining an online community to create interest in your brand is a great idea, as long as you aren't blatantly advertising your product - learn the rules and the language. If starting a community, make it interesting to encourage repeat visits and ask for feedback.
Heard of Twitter? Real-time website content is big news and everyone - even the Royal Family - is tweeting. This has given consumers a new platform to voice their opinions on a range of topics - SEM UK specialists should be monitoring this content and making sure any clients they have are too.
Don't Get Left Behind
Yes Twitter is big news, and YouTube is getting more hits than ever before, but you can be sure there is another development in the online world just lurking around the corner, ready to be released. SEM UK specialists and search professionals all over the world are paid to keep their finger on the web pulse and spot trends almost before they happen - it keeps the job exciting and their clients happy.
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