The death of SEO

I’ve often described Search Engine Optimisation as the world’s newest profession. SEO strategists, those who really do know what they’re doing, often demand enormous fees from companies desperate to achieve high visibility on search engine results. Of course there is also a swarm of smaller businesses offering SEO services, often exaggerating their claims about the dubious results they end up achieving. Spam emails from outside Australia now seems to be as much about SEO services as about via-gra or porn sites.
But the world’s newest professions is probably going to be looked back on as the world’s shortest lived profession in the space of just a few short years. Why?
Simply put, Goggle is getting better and better at achieving honesty in search results. Thanks to recent updates to their algorithm (entitled Panda and Penguin) many websites have suddenly found their ranking have declined dramatically. Those using cheap, globalised, outsourced services to build backlinks to their sites, to post spam comments on blogs or forums or using other techniques to attempt to manipulate search results have already come unstuck. I have started to see blogs about DE-optimising websites to divorce them from ‘link-farms’ previously used by SEO agencies to obtain better search results.
If you think about it, so many SEO techniques are ultimately dishonest. I’m not referring to so-called on-page optimisation; building websites which search engines find easy to work out. I’m referring to the plethora of ‘off-page’ techniques used to attempt to manipulate search engines to prioritise specific websites.
The consequences of this death of SEO for marketing strategists are really profound. There is simply no substitute for websites with great content and this will become even more important in years to come.
I’ll talk more about the consequences of the Death of SEO in my next blog.

2012-08-27T07:00:47+00:00 By |

About the Author:

Mark Gibbs has broad experience as a marketing manager and graphic designer. He holds an MBA with a marketing specialisation. Mark runs a consultancy called MadLab: The Marketing And Design Laboratory. Based in Adelaide, he operates around Australia.