For those in the search industry, 2011 was a big year. For some, it was big in a good way, and for others, it was just the opposite. Either way, the impact was largely due to Googles Panda update. As Bruce Clay explained to WebProNews, the changes Panda brought were significant to the search industry. However, overall, he thinks the quality of Googles search results have improved. That said, Clay told us that we likely havent seen the end of Panda and that it has the potential to get bigger and meaner. Social media and local search also played important roles in search over the year. Although the advent of Google+ is obviously noteworthy, Clay said that it would become more integrated with search over time, especially in regards to local search. Going forward, he believes that SEO will become much harder. In addition, he said that SEO, social, conversion rate optimization, PPC, and other search marketing elements will, instead of being separate areas of expertise, will all fall under the broad title of Internet marketing. In other words, SEOs will also have be experts in social media and vice versa.

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