Every so often search advertising specialists will predict the end of search engine optimisation. The latest theory for search optimization disappearing is the changing nature in which people are accessing internet services. As more people use mobile devices, there is a leaning towards single applications such as Facebook and Twitter instead of going to the open web. If that trend continues, it could be suggested that there is no longer any requirement to try to elevate the natural search engine positioning of your company’s website.

Specific applications are nothing new. CompuServe, the predecessor to AOL, was a dedicated interface that had to open out to use open web to the point where it was no longer required in that form. The current breed of applications are no different: the application serves a specific need, but for anything else the user has to go outside. The social services such as Facebook have become very significant to many people, but the trivial comments that dominate the social services can impede real information. Even the internal search facilities are limited, and do not look beyond the application’s own limits. A search query inside a social network for an organization may find an unofficial fan page but no external backlink to that an organization if it has chosen not to be connected with that social network.

Many so-called applications on mobile devices are nothing more than a bookmark to a traditional website. They are the equivalent of shortcuts to specific programs visible on the desktop of a PC. Some applications such as newspapers continue to have an association with a search platform such as Google, so it is still possible to make an external search query where a traditional natural search engine positioning is still relevant. To make the best of that connection still needs the use of search optimization skills.

Open web used directly from a bookmark or a traditional search platform offers greater flexibility to an organization, and is simpler to handle. Any search engine optimisation implemented on the website to elevate the natural search engine positioning of its pages will have an influence across all of the search facilities without being particularly targeted at any one or being affected by matters such as the Bing Yahoo agreement. Any marketing through social services has to be duplicated or else be extremely selective. Facebook may currently be the largest network but is it the best? Some search optimization observer’s blog entry credits contain lists of social service accreditations that are nearly as long as the item itself.

As more people use mobile devices then perhaps a trend towards greater use of single applications is likely, but one of those applications could just as easily be a traditional search platform. Many people currently use Google as the starting point for any internet activity, even to enter a social network. Early service providers were also single applications that eventually gave way to direct web use. It is very likely that direct web use will continue to survive alongside single applications, and there will still be a place for search engine optimisation.

Tagged with: • • • •

Filed under: Online Business, Promotion and Marketing

Like this post? Subscribe to my RSS feed and get loads more!