It's a bad idea to get hung up on what's happening now when it comes to search engine optimisation, because keyword selection is just as much about the future.

Stoney deGetyer writes on Search Engine Guide that too much SEO web design is about "[looking] through the prism of the present" and not working out what terms are going to be big money spinners in the future.

Leaving aside his psychedelic terminology for a second, his warning to businesses is about not optimising certain keywords because they don't appear to be selling.

This, he suggests, may actually be because the SEO web design has not optimised them yet.

"Looking beyond what's happening today can help you target areas where you're simply weak, but not entirely out of play," he points out.

"Also keep in mind that today's high-volume phrases can be tomorrow's low-volume terms. And today's low-volume terms can be tomorrow's high-volume phrases."

But finding what keywords are popular now is surely easier - for instance, other experts have recommended using click-through-data to find out what people are searching for.

So should SEO web design teams look into their crystal ball or concentrate on the "prism of the present"?

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