Three Digital Marketing predictions for 2012

Relatively speaking, digital marketing is still in its infancy, and while many businesses are still finding their feet in this brave new online world, the rules and guidelines continue to change at breakneck pace. To help you get to grips, here are three predictions for 2012.

Increasing importance of social networks for SEO

Rand Fishkin, CEO of search engine optimisation gurus SEOmoz, recently predicted that "SEO without social media will become a relic of the past." He says that: "It's not just that social signals are making their way into the ranking algorithms... but also that social is becoming the dominant method of both sharing and discovery for web users."

One of the most recent developments that any self-respecting professional should be aware of is Google's 'Your World', which personalises search results using data from web user's Google+ accounts and circles. But there are many more examples of how search engine optimisation and social media are becoming inextricably linked. In order to stay competitive online, businesses will need to take their social lives very seriously indeed.

Quality will continue to become more important than quantity

Google's Panda update was just the start (or at least the most prominent sign of a shift in direction for the major search engines). Quality as a ranking factor is here to stay, and those websites that do not deliver it to their users are likely to fall by the virtual wayside.

Professionals should have already figured out that the best way to get good results in the post-Panda world is to simply deliver quality content, rather than trying to figure out the search engine algorithms.

Clearly, as the drive towards quality content continues in earnest, the Internet as a whole will gradually offer a higher grade of content; good news for web users, but it does mean that businesses will have to work that little bit harder to get attention online.

Webmasters will need to optimise their sites for tablet PCs and smart phones

Another major change which is currently 'in progress' is the shift from fixed home-based web use to mobile and casual surfing. While mobile browsing is nothing new, many websites remain unoptimised for smart phones and tablet PCs. That is a shame, because many studies and surveys have shown that an increasing number of people are not only browsing on their mobile devices, but purchasing on them too.

In order to tap into the inevitable explosion in mobile Internet usage, webmasters need to ensure that they can provide a user experience that is at the very least comparable to desktop browsing.

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This Article Has Been Published on Thu, 2 Feb 2012 and Read 6565 Times

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