The SEO Eschaton – Post Y2K Search Engine Marketing
The Snelgraphix Designing Mind Blog: Google It!*
Did you know that twenty years ago the world ended?
Just Ask Jeeves about it.*
The news media flooded the airwaves and cable with world-ending predictions that failed to come true. The over-hyped Y2K bug controversy fizzled-out quicker than a firecracker in a thunderstorm. As it turned out, despite the Chicken Little press’s best efforts, the Y2K programming bug was barely an inconvenience.*
I mention this failed prophetic vision of doomsday to act as a narrative hook. I hope it is working. What I want to focus on is the power of search engines, how this power drives business; and how search engines have changed marketing.
Yahoo! Search engine marketing is big business. It is a game all advertisers must play.*
Just look it up. It’s easy. The last twenty years of internet expansion has seen to that. Content is queen. There is more online content now than ever before. Every day more content is added to this global multimedia library. The internet, amplified by social media is more than just a modern version of the legendary Library of Alexandria.* The internet empowers more than education; it empowers commerce. The internet enables us to interact with each other in ways that used to be impossible. Consumers shop online from the convenience of palm-fitting smart-screens. The mail-order industry successfully migrated online, making a profitable transition to the new age of digital marketing.* Search engine optimization is not optional. It is urgent business!***
End of the 20th-century technology brings about the end of the old world of advertising.
What started as low-profit and even lower resolution, web-site banner advertising has bloomed into quite a bouquet. The dial-up telephone modem days are long gone. Now cable modems, fiber-optics, and improved wireless technology mean online advertising can outperform other marketing efforts. Internet advertising has flowered into a very profitable social media industry with Alphabet Inc.'s Google as the industry's leader.*****
Recently, Google has been getting aggressive. Their critics have noticed that Google keeps adjusting its search algorithms to benefit its advertising revenue-generating bottom-line.*
“Content is queen, algorithm is king” - Omar Kbiri, Dutch agency Maak*
The internet changed marketing forever. Search algorithms can make or break your best communication efforts. If prospective clients and customers can't find you, then your content cannot be consumed.* If nobody knows you exist, you can't ship all the products stored in your warehouse. You have to ensure that your business appears in search results. You have no other choice.*
Broadcast news writers depend on sources. Broadcast designers depend on images. Back before the last millennium ended, when the internet was still in its pre-cable modem infancy, the AP and Reuters newsfeeds were the only game in town. But searchable hyperlinked text is a genie-like research assistant that changes the rules of the game with wish-fulfilling potency. You would need real magic to match the knowledge-generating power of the internet.*
We live in the information age. Data means money, to be blunt. Social media means that the public willingly volunteers personal information. Most people have public social media footprints that anyone can examine.*
Demographics are a commodity. Anyone with a connection to the world-wide-web can start to collect this valuable marketing data. Information is no longer the purview of government intelligence agencies, Madison Avenue advertising firms, and the fourth estate.* That was the old world and that world ended about twenty years ago, the new world that dawned is one of individual empowerment. The new world is one where anyone can reach global audiences. The rules of the communication game will never be the same.**