I was disappointed to see a well respected marketing expert sink to the levels of the ‘SEO is dead’ tirade, however Steve Rubel – Head of Insights for Edelman Digital did just that during a post on the impacts of Google Insights. In his awful post Steve wrote as follows:
Google today launched an ambitious effort to speed up searching. But what they really did is kill SEO.
And went on to say
Google Instant means no one will see the same web anymore, making optimizing it virtually impossible. Real-time feedback will change and personalize people’s search behaviors.
In such a position of responsibility its disappointing to see someone with that level of respect go down that particular avenue. Are we really that short of a hook that we need to resort to that level – with little more than a personal fancy and no substance.
I would suggest Mr Rubel take a long hard look. Good SEO’s are not single keyword morons. Nor are the search engines that domain of content only results. The modern search result takes into account a multitude of channels, Video, Feeds and PR. Further to that I would suggest Instant is not a channel changer – it is a behavioural changer – something that is going to impact paid search as much as it is organic search. So I would ask you Mr Rubel – Is Paid Search dead as well?
No I thought not. If I am looking for cheap car insurance, I am not going to go and buy a cheap holiday (suggest you play with Google Instants here – it’s the first result that comes back when I start to type cheap) as that is not my intent – and as such I would suggest there is a lot of doom and scare mongering taking place as to what will happen.
There is no doubting this will have an impact on impressions, on click through, on costs-per-click and yes on search behaviour. However lets be honest Steve Are you really that naïve to think that this is that much of a game changer – or were you merely just short of something decent to write???