Search Engine Optimisation is becoming more and more difficult. Thank goodness we can sell Pay Per Click to our clients instead!
I think this is the unsavory thought that has not only passed through some web marketing companies minds but they are now implementing. Don’t get me wrong, pay per click is not evil it’s the lack of ability to change with the times that is the problem.
I remember the days of first generation search when you could achieve fantastic results by adding a few keywords onto a page. Even second generation search was manipulatable (I can’t believe thats actually a word my spell check didn’t throw back at me!) with links being king.
We are now right in the middle of the transition to third generation search where domain and search history are growing in importance with social and collaborative search weighing in.
The daunting fact is this future is not coming soon, its already started and its make up is so diverse and rapidly changing that to survive we have to be on our toes, willing to change and more importantly able to change. After working closely in SEO for the last five years, the last year and a half has seen me move more into a holistic approach. Do I see myself as a so called optimisation expert anymore? No. I have a very good understanding but when you are not entrenched in optimisation on a daily basis for over a year you are no longer an expert.
I would love to admit that part of the decision making process to focus our business on the strategic and analytical side of web marketing was based on great foresight, knowing we would be in a better position to adapt to the market place quickly. Truthfully it was probably born more from enjoying the relational side of doing business and working strategically with business owners and marketing managers.
The point that I am trying to make is the growing importance (or should I say vital need) to be quick to adapt. I’m so glad we are not a large company with so many systems in place that to respond to all the changes taking place in the web marketing world, it would tie us up in so much bureaucracy that we would be extinct within the year or selling something because its the only thing we have left to hold onto.
- Perky
