Is SEO Dead?

Posted by Kevin Spidel on Jun 2nd, 2009 | Comments

There has been a lot of talk about PR firms embracing current SEO (Search Engine Optimization) techniques  in their digital service packages. Today, for example, Jason from C&C posted a really great post outlining the details that should come in these packages.

He lists some great “How to” steps to familiarize yourself with this word and how it MUST be included in current PR work.

I couldn’t agree more, but there is a big part missing; the evolution of search engines, semantic data, and word of mouth is the trend of Web2 to Web3 boundaries.

There are technical limitations to typical “meta data” that is associated with traditional SEO data. The New Media Knowledge group has pin pointed this as why SEO might be dead in an article here.

Technical limitations such as code standards and non-indexable data (videos, flash, etc.) are only small aspects to why traditional SEO techniques are dying. As the web evolves, influence/word of mouth marketing and transparent networks are increasing online traffic to brands. What does that mean?

Think of it this way. If you know what you are looking for and can break it down into keywords, then by all means Google it. You most likely will find it. Just like you would if you went to a library and searched for something on a subject using the dewey decimal system system. There is still a need for that fundamental way of searching for your product online and making sure your data is coded and optimized for this standard.

However, as conversational networks exponentially grow daily, semantic (conversational, back and forth exchange of data) data is being indexed. There are no influencer gatekeepers on the web. If someone loves Oprah and wants to buy everything she suggests, she is on Twitter, Facebook, Skype, etc. The content that she puts out as an influencer in the market attracts consumers already willing to buy these products. Her conversations are retweeted by lesser influencers to networks and then talked about again and again. If you wanted to know about the best products to buy in your given trade or hobbyist obsession… you can find those influencers in that trade, interact with them, and every little didgibit is archived and index into searchable content. This is the new SEO. Semantic search and inflencual conversations.

SEO is still important, but without a comprehensive word of mouth plan that involves strategic semantic optimization, PR firms will not be ready for Web3. Web3 is transparent, honest, and all about word of mouth. Traditional SEO was about frequency of keywords and searches. Word of Mouth & Semantic Marketing is about authenticity. It is not about frequency of conversations, it is about the integrity of the conversation.

Is SEO dead?

No… but the methods have evolved.

Time to catch up.