Search engine marketing professionals are likely to see significant changes within the industry in the next year, according to Search Insider's David Berkowitz.
The expert said that those making use of search engine optimisation (SEO) and marketing will need to consider their rankings in terms of social media as well as their own company website.
Those taking advantage of SEO services should think about how consumers find their organisations, as a growing number of web users do so via sites like Twitter and Wikipedia, as well as photo-sharing sites and blogs, Mr Berkowitz suggested.
"SEO is shifting from a focus of entirely maximising a site's rank in the engines to maximising a site's reach across all the top-ranked listings on a search engine's results page," he remarked.
Search marketing spending has increased by 30 per cent this year, according to the 2009 Search Marketing Benchmark Guide from advertising blog and resource provider MarketingSherpa.