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Custom Search is Changing SEO


I’m not sure it was a premonition, or a lucky guess, but I’ve shifted my business model to move from search engine optimization.  That seems like a strange statement from an avowed SEO guy, but the truth is, the rules of search are changing faster than anyone can keep track.

One day I’m doing a search for a keyword relevant to my business and my competition that I follow on Twitter shows up on the results.

Recently, tweets related to my keyword showed up in search results on Google.

If I perform the same search on Explorer, Firefox and my mobile phone’s browser, I get three different sets of search results.

Search has become personal and that creates a headache for SEO guys that think SEO is all about meta tags and inbound links.

Internet marketing is about findability and more than ever it means more than search.  It means local search through Google Maps and Yelp and Foursquare and social search through Twitter and Facebook and relationship search through LinkedIn and Facebook and every other tool we use to find what we want and need online.

At the beginning of this month Google introduced “stars,” a function that places your favorite search results at the top of what shows up for relevant search terms.  This should scare the crap out of any old school SEO.  SEO experts don’t control search results any more, people do.

For businesses and SEOs willing to adapt, the strategy needs to change from SERPs to influence or “findability.”  I can’t promise, suggest or command a front page listing from Google for my desired result, because somebody may use a filter to exclude it.

What I need to do as a web marketer is use every tool in my arsenal including Twitter, Facebook and other industry relevant social media platforms to create a profile that can be found.  More importantly, I need to be searching for the connectors in my target industry that will talk about me or my client’s business.

With social media, search has literally been turned on its head.

I really don’t mean to criticize my competition, but I’ve recently seen first hand how Yellow page turned web marketing businesses are using the old models of Internet search to pursue business.  I don’t blame them.  They really don’t know any better.  I really think tools like SEO and PPC are losing influence in the wake of social media.

Pay per click or PPC is a tool I’ve seen get drained in effectiveness.  Ten years ago, I could make a business using PPC.  Today, I can see businesses be broken by the same tool in the wrong hands.

As much as we’d all like to be able to apply the same solution to every marketing problem, to be successful, we have to be creative and be unique.  For example, I was recently presented with a client opportunity that I realized couldn’t be solved with social media.

The potential client’s target audience simply doesn’t use it.  Regardless, I can still use social media effectively by identifying who talks about the potential client’s services and connecting with them.  The effective “social” method may indeed be face to face.

In the last three months, I have literally seen a transformation in the online marketing space.  SEO and PPC have become questionable methods of increasing quality traffic and conversions.  A revolution in search marketing is underway.  Findability is more important than search engine results.

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  1. January 25, 2011 at 9:13 am

    Findability is definitely what Google should get a focus into. I had the same experience finding the right website with Google, instead of easily finding that site, it was overlapped by other nonsense site who probably had paid to get their page rank higher. If ever Google will pay attention to its users, it must control the strategies SEO geeks had employed to show their sites on the top page. SEO has likely destroyed the very essence of its purpose, to find the right site..

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