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By Matt Keough, Fathom SEO's Sr. Account Executive
Two major developments in search marketing have been revealed since the last Fathom SEO Newswire. Google unveiled Google Search Options and Microsoft has rebranded Live Search (itself a rebranding of MSN) as Bing. Pundits are handicapping the odds that Bing will strike the right note to be a hit, cutting into Google's ever-increasing market share of searches on the internet.
Interesting, of course. But the real reason to pay attention to these developments is the way they both make it obvious that to be most visible on either engine, you will need to create content in many different media and distribute it.
Both engines allow searchers to ‘slice and dice’ or refine their queries by video, images, timeliness or medium. Google Search Options specifically calls out videos, images, forums and review sites as ways to sort. Bing lists images, videos, shopping, news, maps and travel as areas to explore.
Think of your content. If a searcher refines his search to confine it to videos, will your content be in the mix? If he asks Google to show results in the past week, will you have anything to show? The past month?
Have you participated in or hosted a forum in your area of expertise? You will have a much better chance of being found as more people realize they can zero in on that target.
As important as it is to create content in the various media, it is also important to recognize that search engines are becoming more proactive in suggesting related searches. Yahoo and MSN have been doing this in the search box for some time. Google now does so as well. Google also has expanded related searches and introduced the Wonder Wheel. These innovations are allowing your potential customer to search by a wider array of keyword phrases more easily than ever. Websites with similar concepts expressed in a variety of ways will be much more successful than the sites that repeat the same keyword phrases over and over.
Whether you are a B2C, B2B or a non-profit, your potential visitors are being presented many more options. This is a trend that will not reverse. Are you ready to give them what they want?
