The Future of Search - Conclusion

Above all else it is important that the advent of Web 2.0 is something not to be feared as a threat to existing business models, but to be embraced as an opportunity to create entirely new revenue streams, and as a way to engage more closely with a wider number of potential and existing customers.

Making sure your site is optimised for engines, technically suited to search and accessible to engines is the first (and required!) step towards ranking.

However as Web 2.0 and the personlisation of search become important factors in the search industry it is imperative for companies that want to have a significant visible presence on the search engines and high ranking SERPs across a large range of keywords, especially the quality traffic that is delivered by the long-tail, to consider that search is not just about your SEO agency or perhaps your marketing and IT departments. A much more holistic approach across your company will be needed to include your PR and Corporate Affairs teams, and even your Customer Service teams. And more importantly engaging with your customers and turning them into online advocates of what you do.

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