Search marketers 'should keep up with new trends'

1st September 2008

Keeping up with changes in the search engine sector can do much to help website owners adapt their marketing strategies accordingly and potentially boost their rankings, according to one website.

One such trend is the fact that search engines are now making greater use of images and videos in their results, meaning that it may be beneficial for webmasters to ensure that relevant pictures and clips are also posted on their pages, PCWorld.ca said.

With news stories also making up an expanding proportion of search results, companies may do well to develop online-specific press releases that utilise the relevant search engine optimisation techniques, it stated.

"The key lies in writing the news release for the web, mentioning keywords related to your content and including hot links to your site," the website said.

According to E-consultancy editor-in-chief Chris Lake, Google is increasingly incorporating video listings from YouTube - which the search engine owns - in its results.