It’s no secret that marketing tactics must change over time – just imagine how far a modern newspaper would get paying boys to shout "extra" on city streets – and the search marketing industry may be changing right now.  Experts discussed how, along with how marketers should react, in an SES New York session titled Search Marketing: Analyze This.

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Brad Hill, the director of Weblogs, Inc., asserted that SEO has come to be about communities and personal networks as people form direct connections with sources that are important to them.  This doesn’t mean that Google’s unimportant, but the fact that the company’s scrambling to implement real-time search options does send a certain signal.

Erika Brown, an executive vice president of corporate strategy at Frost & Sullivan, then argued that SEO now stands for "search everything optimization."  Companies need to optimize pictures, videos – everything, really – and intertwine their SEO and PR efforts.

Mobile efforts might pay off, too.  Brown recommended making mobile versions of corporate sites and making mobile apps.  Jonathan Blum, the founder and principal of Blumsday, then added that it might be best to favor the Android platform over the iPhone, stating that Android will scale past Apple’s alternative.

All in all, though, Hill maintained that marketing will continue to come down to anticipating demand.  Companies should keep that in mind in terms of content creation and search optimization.

WebProNews anchor Abby Johnson contributed to this report.