The web – and the way in which humans interact with it – has definitely changed since the early days of SEO and the emergence of search engines in the early to mid-90s. In that time, we’ve witnessed the internet turn from something that nobody understood to something most of the world cannot operate without. This interview between Bill Gates and David Letterman puts this 30-year phenomenon into perspective:
The attitude 30 years ago was that the internet was not understood at all and nor was its potential influence. Today, the concept of AI entering into our daily lives is taken much more seriously to the point that it is something that many look upon with fear – perhaps now because we [think] we have an accurate outlook on how this may progress.
This transformation isn’t so much about the skills we’ve developed over time, but rather about the evolution of the technology and channels that surround them. Those technologies and channels are evolving at a fast pace and causing some to panic over whether their inherent technological skills will still apply within today’s Search ecosystem.
The Technological Rat Race
Right now, it may feel like there’s something new to learn or a new product to experiment with every day, and it can be difficult to decide where to focus your attention and priorities. This is, unfortunately, a phase that I believe will continue for a good couple of years as the dust settles over this wild west of change.
Because these changes are impacting nearly everything an SEO would be responsible for as part of organic visibility, it may feel overwhelming to digest all these things – all while we seemingly take on the challenge of communicating these changes to our clients or stakeholders/board members.
But change does not equal the end of days. This “change” relates to the technology around what we’ve been doing for over a generation, and not the foundation of the discipline itself.
Old Hat Is New Hat
The major search engines have been actively telling you, including Google and Bing, that core SEO principles should still be at the forefront of what we do moving forward. Danny Sullivan, former Search Liaison at Google, also made this clear during his recent keynote at WordCamp USA:
The consistent messages are clear:
- Produce well-optimized sites that perform well.
- Populate solid structured data and entity knowledge graphs.
- Re-enforce brand sentiment and perspective.
- Offer unique, valuable content for people.
The problem some may have is that the content we produce is moreso for agents than for people, and if this is true, what impact does this make?
The Web Is Splitting Into Two
The open web has been disrupted most of all, with some business models being uprooted by taking solved knowledge and serving it within their platform, appropriating the human visitor, which they rely on for…
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