In the world of search engine optimization, there are people out there who believe that SEO will die one day. Seriously. Let's face it, as time goes on, the competition in this market will become more fierce, and the conditions will be more difficult to compete in. Naturally, there will be casualties. However, it won't be SEO itself that dies, but it will be individual firms that go down in the struggle.
To clarify this, there are basically two kinds of search engine optimization firms. There are those that just read the book, grabbed a few freeware tools, swear by keywords and links, and generally follow "The Gospel according to..." These are the ones that will go down as the SEO market tightens up.
You see, the problem with these search engine optimization companies is that they don't know how to adapt. They don't know how to develop new tools. They don't know how to revise how they use their tools. They don't know how to pay attention to the search engines.
This last part is the most essential. All the tools and the knowledge available don't help when the search engines decide that they want to change the rules of what is acceptable in search engine optimization. There is no such thing as reliance on tradition, at least if you want to survive this game.
Imagine the search engine optimization market like this: Take one football, set a goal, and it's every man for himself. Now imagine that this game is set on a mine field and no one knows for sure where the mines are at. New traps are added when no one's looking. The rules get changed along the way. If you've ever heard about Calvinball in the Calvin and Hobbes comics, that's about how it is.
Search engine optimization is not, and cannot be, an automated process for obvious reasons. Software doesn't adapt to new circumstances like people can. It can't interpret data, it can only provide it. It has no aesthetic taste. In short, it doesn't know and it can't find out what people want.
This is ultimately the failure of many search engine optimization firms. By total reliance on borrowed evidence, outmoded tools and methods, and by not anticipating changes in the search engines, they're essentially sitting ducks.
In contrast, a good search engine marketing firm stays on the cutting edge. We keep up to date on tools and techniques. We investigate the search engines to see what's going to make them tick in the future. Knowing what they do now is already being too late. Also, we don't rely on someone else saying, "I think I might have done it this 'a way."
The world of search engine optimization is a highly dynamic market. It's essential for every business out there to join in. Just make sure that the company you outsource is ahead of the game.
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