The focus of many advertisers on ROI has been going on for a while and will only become stronger in the coming year. Rankings and traffic are important, but in most cases it is ultimately about ROI as a KPI. Due to further developments in the field of personalization of search results, this focus also makes more sense. Measuring rankings can be performed less well and reliably, simply because they can differ from person to person and from place to place due to numerous variables.
Speech Search to grow strongly in 2012
The iPhone has had Siri for some time now and Google is also now making it possible to search brother cell phone list using speech. The expectation is that this method of searching will grow strongly in 2012 and will continue to develop in the coming years. The use of Speech Search is a logical development as a result of the strong increase in the use of mobile devices and will become increasingly common.
Further personalization of search results
Personalization of search results has been a clear development in recent years. The rise of Google+ and various other social networks will enable search engines to further personalize search results in the coming year. The interactivity of this will also continue to increase. And you can actually see that now, through the +1 buttons and the possibility to block specific websites. This development also ensures that you should not blindly focus on rankings, since you can actually draw fewer and fewer conclusions from them.