I believe Search Engine Optimization is doomed. I wrote about this recently in a post titled "The Death of SEO - Is the Game Over?".
I concluded in that post that increasing competition for top keywords and on-going improvements to search engine ranking algorithms are combining to doom both SEO techniques and consultants. I expect that SEO will be looked back upon as a rudimentary marketing technology - the crude "bows and arrows" of early online marketers.
Am I right? (Please post your comments on that post here.)
If I'm correct, then the best way to attract search engine heat will soon be with good old-fashioned public relations outreach.
PR has traditionally been the specialty of creating media coverage of client "news". The PR industry has been slowly learning to promote word-of-mouth conversations about client products and news throughout online forums, interactive communities, and the blogosphere. Lucky for publicists worldwide, just as the PR industry's expertise is finally corralling the wild promotional free-for-all online, SEO looks to have peaked in its influence.
Result?
As SEO fades in importance, PR will have the chance to reclaim its crown. The public relations industry will have survived the fragmentation of the online mediaverse and outlasted the dominance of SEO trickery.
Its traditional expertise in initiating and manipulating public discourse will once again have increasing effect online - reversing the trend of recent years.
Leveraging the many new online marketing tools discussed in this blog and in my books (like blogs, email, Twitter, article syndication, RSS, etc.) will be the best best way to attract publicity attention online. And savvy PR firms may soon be on top again - "facilitating access" to tomorrow's key influencers.
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What do you think?
Is PR going to return to a larger role online and especially in the blogosphere? Why or why not?
Your opinions are welcome - please comment below.
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