Predictions for 2012 Part 4 – SEO Trend 2012: Search Fragmentation
January 19th, 2012by Matt Parisi
The search marketing landscape on January 1, 2012 will look far different than it did at the start of 2011. 2011 marked a stark shift in search marketing away from a monolithic experience towards a personalized experience for all searchers. More than ever, searchers on Google will have distinctly personalized and unique search experiences even when using identical keyword searches. This means search marketers will no longer be able to focus solely on keywords, but rather on how their content resonates with various audiences based on demographic and psychographic profiling.
With the rise of mobile technology has come the availability of vast data resources for better aligning users with their desired content. Mobile phones contain data on everything from a user’s current location to who their friends are and what kinds of apps they purchase; all of which can be used to better focus marketing on the individual user. Even searchers on desktop computers are experiencing a vastly more personalized search experience with Google’s personalized results and their continued push toward offering incentives for users to utilize Google products such as Google+ and the +1 button.
Simultaneously, this will offer new opportunities for savvy search marketers to capture these newly personalized search result rankings by taking advantage of emerging standards for semantic web information in concert with existing best practices. As monolithic search rankings erode, websites taking advantage of emerging standards will rise to fill these gaps for users, in a highly relevant way.
- Matt Parisi, Search Marketing Manager
Tags: 2012 search predictions, 2012 search trends, google search, search fragmentation, sitelab trends
