SEO isn’t dead in 2012! Despite what some experts proclaim, SEO will not disappear.  It may take on a trendy new name, but just like social media, paid search, or pay per click, it will retain its role as another essential tool in Search engine marketing (SEM).  2012 will be the year where old way of thinking gives way to new ideas and technology.   CEO’s will realize that ROI is not the only measure of social media, and that the overall user experience is more important than content stuffing.

The continuing popularity of smart phones will have large influence on the future of SEO and search.   Smart phone users expect better context and relevance in search inquiries.  The mainstream acceptance and use of voice recognition software has also sparked a fundamental change in how we search (thank you Siri).

No one can predict the future of search any better than they can predict a Super Bowl winner, but if Google’s Panda update is the basis for what search will become then search will evolve into a dynamic or real time search.    Here are five SEO trends that I predict will influence search in 2012:

• Mobile Search.  Currently 20% of all internet searches originate in smart phones.  That share of search will only continue to grow.   More brands will embrace micro sites, and content,  targeted towards mobile users
• Content. Content is still King! The value of good content will continue to grow in importance.  The relevance, freshness, and the context in which the content is presented have become equally important.
• Personalized Searches.   Search results are becoming more personalized based on the user’s intent.   Past searches, subscriptions, user groups, and location are all leveraged to display the user’s intended search results.
• Social Media.  The benefits of social media as an influencer have been acknowledged.  Social media is accepted as an essential component of a successful SEM plan.
• Diminished Importance of Back Links- The practice of buying links, known as link stuffing, should come to an end.  Overall the importance of the number of links will be diminished although quality links from trusted sources will still be valued.

SEO and search trends should continue along the path to real time search.   Google algorithm updates should only further refine this track.    Focus on the basics in 2012: Content, Quality, and don’t’ forget about your mobile users!