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We’re now in February, which has given me a chance to reflect back at theend of 2009, beginning of 2010 and what I foresee for the remainder of the yearand beyond. Below are my top 10 predictions for web trends on the rise for theremainder of the 2010. None of these predictions are earth-shattering, but thatdoesn’t make them any less important.

1. Bing will gain more ground in the search world. Google isn’t goinganywhere. Where they continue to take users from is Yahoo. It’s a bit confusingat first how that changes anything, since Microsoft now owns both Bing andYahoo. What it does setup is a more focused initiative to eventually stealground from Google. Evolutions in search engines, such as real-time searching(see #10) and handling of social media relevancy (see #9), will determine a lotabout where the market share shifts.

2. Social Media API’s will find their way onto more homepages. 2009 showed abig increase in the amount of companies listing their social media platforms(i.e. Facebook, Twitter, etc.) on their homepages. API’s, which dynamicallydisplay the actual updates and posts from Social Media platforms onto a site,only began to scratch the surface last year though. The drive for more dynamicand updated content will feed this growth.

3. Social Media will become more deeply rooted in online strategies. Thecompanies that were ahead of the curve have already been doing this for much of2008 and 2009 with fantastic results. The trend that is going to increase isthe rest of the web world starting to catch up. Even the organizations whosetup their Social Media platforms recently are often finding they don’t knowhow to make the best use of them or run an effective online strategy based onthem. I compare this to companies getting basic web site up in the late 1990’s.Many of them knew they wanted to be online, but didn’t know why or how tocapitalize on their site. I see companies becoming much more educated andcreative with Social Media this year.

4. Online advertising increases and become more diversified. The predictionof online advertising increases is a no-brainer. The interesting part will bethe diversification. Companies are no longer just looking at just Search EngineOptimization and Search Engine Advertising. Social Media Advertising and onlinevideo advertisement are just a couple examples of evolving online marketingstrategies.

5. Cleaner and more to the point designs. Web 2.0 already started to enforcethis design trend. It’s big headings and effective use of negative space. Asthings become more real-time and concise, design and layouts need to be to thepoint so users can skim. The days of reading are long over (if they ever trulyexisted) and skimming is king. We live in a Twitter-like world, say it quicklyand now!

6. Increased usage of custom font embedding. There won’t be a big visualchange with this one, but what will improve is searchability of sites. Websites by default only allow for a handful of web-safe fonts. To achievecreative designs, the fonts designers wanted to use would just be put intographics, with the down side being graphics are not searchable. That’s startingto change as newer technologies are allowing for the insertion of richtypography without sacrificing search engine friendliness.

7. Traditional advertising will continue to lose ground. That may be anotherno-brainer. It’s interesting to visually see where that is happening though.See the chart below. Pay particular attention to the ground continuing to belost by the Yellow Pages.

8. Conversion rate optimization will gain more attention. We’ve known foryears the value of tracking web statistics. With so many free options out there(i.e. Google Analytics), the percentage of sites tracking results has gonethrough the roof. What still lacks is organizations looking at this data andactually doing something with it. With the increase of social media platformsand the importance of getting return on the online marketing dollars beingspent, I see there being a major increase in the attention conversion ratesfound in the web statistics get.

9. Google will continue to increase ranking importance on Facebook andTwitter activity. Google, as well as others like Bing, are constantly evolvingtheir search algorithms. Google has already started to place importance onsocial media usage, but there is still a ways to go. The challenge isrecognizing the significance of real-time media while filtering out the noiseand junk information that gets posted every second of the day.

10. Google will start indexing and evaluating sites quicker. Google stillhas on their website they take several weeks to index new pages for searchengine results. As the web goes more real-time, search engines need to keep up.It’s not quite that simple though. As mentioned in the previous paragraph,there is a lot of information out there and the potential to sacrifice qualityfor time relevant results. Search engine results will do us little good if youwill need to click through thirty different results to find something thatrelates to what you are looking for. The advent of personalized searching mayplay a big part in this. If searches can start to determine how you personallylike to search, they can start to overcome this obstacle. Therein lays one ofthe biggest factors about who will dominate the search world in the next coupleyears. Whoever figures it out first (and best) will have a huge advantage.

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