Trender innen søk og sosiale medier.
Rundt årsskiftet ble jeg intervjuet av den Israelske SEO rådgiveren Omer Shvebel, sammen med 18 andre SEO profesjonelle fra US, UK og Israel. Alle intervjus med svar er nå samlet på et sted. For alle som praktiserer SEO er dette en en god kilde til inspirasjon. Her er det mange godbiter.
Hver deltaker ble bedt om å svare på spesifikke spørsmål om varme problemstillinger i SEO og den sosiale mediesfæren. Noen av temaene vi dekket i denne multi-ekspert intervju inkluderer: Panda oppdateringer, mobil SEO søk, konkurrentanalyser og rankingfaktorer for 2012 og beste praksis innen søkemotoroptimalisering.
Jeg klipper her inn mitt svar på undersøkelsens siste spørsmål, uten å oversette:
What are the changes you think we’ll witness in 2012-13 in our industry ?
We have to adapt campaigns and optimization based more on segmentation, scenarios and differentiated stages of the users buying process. Knowing that it takes 6 touch points to reach first contact, it is clear that we have to be able to map down all stages in a potential customers buying process, and indeed the period after buying as well especially because satisfied customers with an online identity are all potential link providers, affiliates and brand builders.
We have to decide which messages we want to deliver via which channels on every single step of the buying process. This means that we have to be able to find ways to create ads and campaigns that could use for instance sets of 3 to 6 ads over time that follows the mindset of the “maturing customer”.
The ability to time the right messages and serve the selling call to action ads and content only gets more and more important.
The finger spitzgefühl of an old insurance salesman and a sociologist will become more valuable than the need-driven marketing professional. Combining this with the Analysts ability to track users and use different means of re-targeting services makes it clear that an automated services has a great future.
Professionals being able to handle data, work with it, draw the right conclusions and present it in easy to understand and actionable analysis for the executives, will become more valuable and sought after.
Being able to foresee future tides by understanding the historical data will be a more appreciated skill. Data driven Marketing is the future, but still we must not forget that people yearn for great stories, adventures and surprises.
Les hele undersøkelsen og de andre SEO folk sine svar her: SEO in 2012