As predictable as the seasons are the debates that come and go regarding search optimisation. As pages of publications flip and fingers whirr over keyboards, the change in the wind heralds yet another round of bashing search – and those of us who work in the industry.
Part of finding what we want on the World Wide Web involves a search of some sort. We google on Google, ask on Ask, and search on Yahoo! & Live all the while attempting to uncover some piece of information, find that hidden gem.
Yet as the web gets more and more complex, we find ourselves abandoning traditional search techniques to utilise the ‘wisdom of crowds’ – looking to social search and Yahoo! answers, search trails and StumbleUpon to help us find our way online.
Does the new trend in using social resources spell the end of search? Thankfully (for people like me) it does not. Brand awareness, online marketing, being found on search, optimising for location, creating buzz and a dozen other things are now a part of search engine marketing and optimisation.
In this new Web 2.0 world, having an expert on your side is as important as ever, whether that expert is an agency or someone in-house. Search will never die – the way in which we use the web and interact with engines like Yahoo! and Google will.