Chapter 16. What's Next?

It's been quite a ride. No matter where you started, you now have the knowledge you need to be a successful search marketer. But what's next?

That question has two answers—a personal one and an industry one. Let's start by looking at what's next for search marketing.

What's Next for Search Marketing?

Our crystal ball is as foggy as anyone else's, but we do see a number of trends that will play out over the next few years to change search marketing:

  • More contentEvery year, more and more information is made available on the Web, yet much information remains trapped offline or otherwise inaccessible to search engines. How will this change?

  • More technologyLike any technology, search technology never stops improving. As software ...

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