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SEO: The Bubble 
By: Aaron Wall 2007-05-10 I was just interviewed about SEO for articles by Forbes and the Wall Street Journal last week. This week Forbes, which hosts doorway mesothelioma pages, has another one titled "Should You Hire a Search Engine Consultant?"
Due to Google's push of their news vertical, the Forbes article quickly ranked #4 in Google for "seo", which helps push me down another spot. Arg ;) The WSJ also published another article about SEO, which includes news of a mom naming her child after a toilet bowl company because the name is rare. As if the news coverage wasn't bad enough for heating up market competition, some SEO firms are investing heavily in automation technology and are sharing that story publicly, while Google is emphasizing old authority sites, (killing small new sites both in organic search and on ad quality scores). By the time something is widely talked about the easy ROI is already on the downward slope. Buying domains was really profitable about 5 years ago when the first web bubble burst, but some of the sharpest domainers are buying domains for 140 years revenues. If you are new to a market how can you compete with that? And since search is almost as old as the web is, and search engines collect so much usage data it is hard to compete without a serious budget or an original marketing angle. Many of the sharpest minds in SEO have moved beyond just doing SEO, because if you only do SEO you will only make a fraction of what you would if you spent that same amount of time doing things that are becoming relatively easier for real SEOs, like folding SEO into a holistic marketing mix and creating real brands. But if one's core profession was not SEO how would there be enough time? Who has time to be a subject matter expert, provide customer service, while learning branding, marketing, monetization, etc etc etc on the side? Worse yet, the window of opportunity for each new opportunity gets shorter and shorter. Social media is already too hyped to be of any value for most webmasters. People buy votes from top contributors and PR firms are sending out iPods for publishers to keep if they are willing to review it and associate it with a specific merchant. Everyone is buying links one way or another, and if you don't have a budget or some serious creativity you are screwed as a would be SEO. Comments Have a bookmark! -  About the Author: Aaron Wall is the author of SEO Book, a dynamic website offering marketing tips and coverage of the search space, free SEO videos, and free SEO tools. He is a regular conference speaker, partner in Clientside SEM, and publishes dozens of independent websites. |
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