Search Strategy for 2009

Another year is coming near the end and I would like to take this time to give a shout-out to blogs and forums like SERoundTable, SearchEngineLand, and SEOMoz’s blog for keeping everyone in the search space up-to-date with what’s going on with search. But…did anything really change over the past year?

Just like last year and the year before and the year before, the consistent topics that come up talks about content, link, spam, more content, more linking and more spam. Granted, they have taken several other forms and approached from different angles - but the core remains. Search engines still love quality links, quality content and quality user experience. So if nothing has really changed in search, what the heck is there left to do next year for your website? Isn’t that the million-dollar question? But more importantly, is that the right million-dollar question or is it a question for questions’ sake?

I’m sure SEO/SEM teams all over the world are brainstorming new ideas to increase traffic, revenue, sales, etc - whatever your metric may be - and thinking of revolutionary ways to outsmart your competitors. While those types of meeting generally gives a temporary high, there could be many things that you could/should/would have done to increase visibility and market share during this downturn in the midst of a financial and social crisis. So in preparation for next year’s search strategy, concentrate on what matters.

Having managed, consulted and worked on many sites, small to large, here are some things to consider before you come up with your plan for next year’s search projects:

1. Is the level of content satisfactory? If not, plan on expanding on content that attracts users and have syndication potential.
2. Consider the landscape moving forward. What will your users look for next year? Are they expecting something different, better or just status quo?
3. Take a second look at projects that were put aside for whatever reason. These projects could not be left to die. With a historical shift in economy, politics and social activities, projects that once were laughable may have legs next year.
4. When overall spending is decreasing, it’s not the time to launch untested tactics, unless you have balls of steel or just plain silly, or you know something everyone else doesn’t.
5. Pay special attention to what really matters to your business. If you’re selling stamp collections, you might want to sit down and think of ways to use the economy to your advantage.
6. It’s also a good time to come up with a wish list for next year. Let’s be honest. We know that not every project proposed/approved will be launched. But it doesn’t hurt to have a list posted on your “vision board” either. Without a vision, there’s no hope.
7. Getcha some web2.0 stuff, if it applies to your business. Videos, social networks, communities, user generated content (UGC) still all have momentum. It’s never too late to jump in, but don’t do it for the sake of it - less you fail.
8. Finally, pour yourself a beer, whisky, vodka, moonshine…whatever your favorite libation is - and just think about what you’ve accomplished in the last year - and give yourself a pat on the back.

Final Thoughts

Search strategies need not be revolutionary, nor does it need to be fancy. What it really needs, is to work and deliver results. New doesn’t always mean good. Look back - learn from your mistakes, improve on your success!!

These are just some of my thoughts - and I welcome others to chime in. Since, as you know, the search community one of sharing, contribution and collaboration.

Happy Holidays!!!