2011 SEO Predictions - Slide 5

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Predictions about the increased importance of design, usability and customer engagement have been making the rounds for several years now without ever really coming true. But Googles introduction of Instant Previews will change that.

Now, search engine users get to see your site before they arrive at it, meaning they’ll be making important decisions before you have any chance to engage them with the strength of your content or functionality. Although Instant Previews usually contain a few highlighted snippets of text as well as the overall screen grab, those snippets are barely noticeable at present making the previews basically entirely graphical. Consequently if your site design isn’t up to scratch you’ll start to see click through rates dropping, which will have knock on effects on your rankings too.

What’s in store for natural search in 2011?  Among other things, Greenlight is predicting that Google and Bing will offer app search before the year is out, competition between Bing and Google will heat up and duplication filters will get even tougher as the search engines take more drastic measures to limit the amount of resources they spend on less valuable content and maximize the focus on everything else.

Greenlight is a leading independent, award winning search marketing specialist and technology firm, the largest of its kind in Europe and the fastest growing. With over 100 blue-chip clients including Santander, Vodafone UK, New Look, Interflora, Co-operative Financial Services, Nespresso and ghd, Greenlight is a leader in the search marketing space, and is recognized worldwide for its commitment to delivering record ROI for its clients and investing in the future of search. Greenlight is considered the premier thought leader in the sector, publishing widely read industry reports, original research, speaking at trade events, and delivering a highly respected search training programme in conjunction with the IDM. Founded in 2001, Greenlight is headquartered in London, with offices in New York. www.greenlightsearch.com

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