2007 has been a big year in online search, making some giant leaps forward to being the most popular form of advertising medium, something that no one would have predicted three or even two years ago.

Google, Yahoo and Microsoft all made their intentions perfectly clear by massive purchases of successful search firms. With Google paying cash for online marketing firm DoubleClick for a reported $3b, Yahoo! acquiring advertising network RightMedia for $680m and Microsoft buying Aquantive for $6b. So a big year for spending by the major engines.

There has been a number of changes to the search algorithms also, with Google claiming a number of factors will now influence the spider in a different way to previously. The crack down on paid links has been a major development, with Google discrediting any sites that are link spamming for SEO purposes. We have also seen the rise of nofollow, with sites opting for a streamlined approach in order to withhold link strength.

2007 also saw the introduction of blended and universal search results on Google. For each query where a user would see HTML pages only, we are now offered results from blogs posts, videos, images and news stories. Google applied this ground breaking method in May, shortly followed by Ask, Microsoft and finally Yahoo!

The highlight of 2007 has been without question the rise of social networking. Sites such as Facebook, YouTube and MySpace have grown beyond all recognition and now acquaint for 5% of all internet usage after Search, Email services and online shopping. Facebook is now the 5th most popular website in the UK comparing to 156th only a year ago.*

Overall 2007 has been a massive year for search, probably the biggest. I believe mobile technology will continue to make massive improvements in 2008 and will definitely be influential in internet advertising.

* http://www.hitwise.co.uk/press-center/hitwiseHS2004/retail.php

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