Google is continually adjusting how search results are returned. A major trend in 2009 is the concept of “subjective search.” Another hot topic this year is adding “engaging content” to your website.
First, let’s discuss the concept of subjective search. Google has been tracking the search behavior of Google account users for some time. In the past, if you were logged into your Google email account, Google would customize your search results based upon your past search history and habits. In the future, Google is going to expand this practice to anyone who uses its search engine. This practice is known as “subjective search.”
So what does this mean? Going forward, typical search engine results for terms such as “maui hotel” may vary depending on the person who is searching the term. This change may make it harder to count on your website always placing in a good position for typical search terms. Therefore, “on page factors” such as solid design elements, well written content, and engaging video content will be more important than ever.
Google’s Matt Cutts recently said, “Ranking is not as important as it used to be. It is great to rank for a phrase, but if does not lead to sales, it does not help you.” According to Cutts, it is more important to pay attention to your traffic, your conversion rates, and also write good content. Bruce Clay, a well-known Internet marketing expert, went even further in his assessment of the impact that subjective search is having on search engine rankings. According to Clay, “Search engine ranking is dead!” He agrees with Cutts that businesses must focus on more than just search engine rankings. Instead, it is more advantageous to create a holistic marketing approach that makes your website more attractive and dynamic. The use of video, flash, blogs, and photography are gaining more importance in Google’s eyes. What can you do to give your website a marketing boost in 2009? Add a professionally created video to your website.
According to expert Bruce Clay, the most significant factor in 2009 for Google is “universal search.” Universal search is the practice of Google’s spiders checking your website for video, sound tracks, images, flash elements and other “engagement objects.” The premise is that the more dynamically engaging your website is, the higher Google will position you in search results. Clay believes adding dynamic content will be critical this year.
Clay believes it will come down to this concept: “How engaging is my website?” Clay added, “Come the end of the day…if you don’t have video and your competition does…we are suddenly going to see a big shift in ranking. The top ten websites that do not have video may lose their ranking overnight!” Even if Clay is exaggerating a bit, it is clear that making your website more engaging with professional quality video is going to be one thing that can help your website improve conversion rates. It may even help your website improve its rankings.
Google is also talking about the importance of videos and other dynamic content on websites. Google’s Matt Cutts recently said, “There are so many people that do not even know there is an image search on Google.” According to Cutts, video and other dynamic content helps create more buzz and improve website conversion rates.
RezStream continually researches the latest Internet marketing trends.
RezStream is more than a traditional Internet marketing firm. We are also your business partner, consultant, and will ensure you stay ahead of the constantly changing search engine landscape.
Call RezStream at 866.360.8210 for a free website analysis.
