What to expect from the search engines in 2010?

Is the search market a two horse race? It will be by the end of 2010 after Yahoo starts using Bing as its search engine provider. The split is likely to be about 80 / 20 in favour of Google, however it’s likely that Bing will become far more important in the search marketing field as the two search engines generate some real market competition.

How will real time search affect the search marketing sector?

When Bing announced that it was going to include a real time element to its search results Google took up the challenge and worked out a way to incorporate real time search results into their SERPs.

By all accounts it’s a bit of a hash job at the moment and it’s likely that the people in Google’s quality control departments are going to be spitting feathers about the click through rates and abandonment rates off the back of Twitter posts.

At the moment you don’t have to worry about the quality of your content or other [intlink id=”147″ type=”page” anchor=”SEO Preston”]SEO[/intlink] elements you just have to Twitter loads about it and you’ll get to the top of the listings for those search terms. This is especially true of bigger brands at the moment.

There’s no doubt that Google will come up with a better solution for this aspect of their algorithm in 2010.

Bing will have to do something much more special to beat this.

How will search engines cope with links in real time search results?

The thing about social media such as Twitter, Facebook and Digg etc is that the post streams can carry links, because of this there has been change in the way the web is referencing itself.

Referencing or link popularity being the way the search engines work out how popular a page is and rank it accordingly. With Tweets, retweets etc it’s important that the algorithms such as PageRank and Trust Rank are adjusted to take this growing linkscape into account.

Google and Bing will both be developing their search engines to deliver the best results whilst incorporating this factor, this will probably be one of the major battle grounds in the coming year in terms of displayed results.

Will personalization of SERPs lead to the end of search engine optimisation?

Google announced that it was extending it’s personalised search factors in search results, previously only logged in accounts delivered personalised results, however now results are personalised to user behaviour irrespective of whether you’re logged in or not. This data will be used to improve the search results, meaning higher bounce rates, lower click through rates will be increasingly important. Many people have predicted this is the end of SEO as we know it.

In fact it’s more the start of a new chapter in [intlink id=”147″ type=”page” anchor=”SEO Preston”]SEO[/intlink], that sees a return to the notion that content is king, and that places a greater emphasis on the user getting what they want, it will mean we have to be smarter marketers, which at the end of the day is what SEO has always been about.

The implications of this are:

  • Startups are going to find it harder to get to the top of the SERPs as the top spots naturally get more clicks, impressions, click through rates.
  • Rankings Reports will become less important as we turn towards percentage increase and decrease in Organic Clicks compared to similar historic periods.

What effect would News Corp signing an exclusivity contract with Bing have?

News Corp fired a warning shot over the bow of Google by suggesting that it may go into an exclusivity contract with Bing for the delivery of its news content.

If this where to happen it would be the first time that major news providers would be available exclusively in one listing and not the other, if enough news organizations went down this route there could be serious implications for Google’s domination of the online news listing sector, it’s not likely to happen as the drop in impressions for the news organizations would have a dramatic impact on the amount they can charge for advertising as the search market becomes more competitive and the duopoly of Google and Bing gets going it’s likely that we’ll see more of these kind of

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