Search engine optimization (SEO) is a pretty technical for the introductory marketing course. We typically mention to students that there are some technical ways to improve a firm’s listing in the organic search results. One reason to stay away from this topic is because the state-of-the-art for SEO is constantly on the move. This article “How ‘What Time is the Super Bowl?’ Explains the Future of Internet Search” (Slate, January 31, 2013) provides some indication of where SEO has been — and where it might be going next. The article highlights the growing importance of mobile search. I tend to forget the importance of mobile search — as most of my searches are conducted at my desktop. But many consumer purchasing searches occur on mobile devices — and more will be in the future. As this article points out, being at the top of search results will only grow in importance.
You may find a way to use this article or these examples in class. I have no suggestions there — because I am not sure how to use the specific examples. Rather, I think that it serves as a reminder of how fast things are changing — and the growing role of mobile in digital advertising and marketing strategy.