I just came back from a great Internet marketing conference called PubCon. Every major search engine was represented and the future of search was discussed in great detail. One speaker in particular caught the attention of the entire convention with his outlook on the future of search. Bruce Clay of Bruce Clay, Inc. basically made the statement that ranking is dead because as each of the search engines move closer towards personalized search, every result will therefore be personalized for that user. This is best explained in his example:
The bottom line is that we as marketers need to recognize that we may need to tweak or clients expectations when it comes to measuring the success of their internet marketing campaign. No one will be able to make the claim that they are #1 for a particular search because that same search could be different for every user. So we will need to focus more on Website traffic and conversion as our measurements for success.
If you want to see an interview with Bruce about this topic, click here: http://videos.webpronews.com/2008/11/17/pubcon-bruce-clay-ranking-is-dead/
I look forward to your thoughts and perspectives on this shift in search.
All the best,
eBoot Camp: Proven Internet Marketing Techniques to Grow Your Business is due online and in major retailers this January!