16 December 2008 | Tanya Goodin

What will win for Search in 2009?

It's all about being nimble

It's about that time of the year again when people will be asking 'what is going to be big in Search in 2009?'

Well, I could go down the usual mobile, universal/blended search, or analytics and social media or how about holistic search strategies between SEO and PPC – and all of these are good. But there is one thing that I think is going to be big – agility.

And this was demonstrated to me today while doing a spot of shopping. Working in Chiswick is very nice as I am sure those of you who have been here will testify. And there was great excitement when a new Waitrose opened up a couple of weeks ago. Previously Marks and Spencers was the easiest place to get a sandwich but the new Waitrose is closer. So that's what, when feeling flush, we use.

But what was interesting was that the Big Issue sellers have all relocated outside the new Waitrose as well. They must have seen that more people were going to the Waitrose and adapted their strategy accordingly. I am guessing that those who shop in Waitrose are more affluent than most, although for me the sandwiches are good value. (I don't dare go near the Organic Strawberries!)

But this illustrated to me about recognising a gap or new opportunity and being able to react quickly to it. And that is where I see Search being big in 2009. Having systems in place to be able to respond when these occur. So it may be new keywords, it may be that the economic climate will dictate a product or service will be popular. Being able to accommodate this quickly on your website and into search, natural or PPC, can be to your benefit.

For those who are thinking of making a donation this Christmas, and even in these tough times there are always people a lot worse off than you, you could do worse than make a donation here to the Big Issue Foundation.

Tanya Goodin

Tanya Goodin

Founder of Tamar