Public Relations & Social Marketing Insight

SEO is going away, at least in the way that most of us know it. What's taking its place is something exciting and better, but, like enlightenment, it can't be achieved directly....

What is the sound of one keyword clapping? Can Google itself create a site so large that it can't even be indexed? Can any marketer ever step into the same algorithm twice? These are the kinds of questions that philosophers worry over – or at least that keep those of us involved in search engine optimization up at night – but they may not matter very much going forward.

That's because SEO is going away, at least in the way that most of us know it. What's taking its place is something exciting and better, but, like enlightenment, it can't be achieved directly. Does that sound confusing? Read on, because here is what you need to know about Zen and the art of improving your search rankings in 2013: 1. There is no try....

Brands that learn how to evolve their approach to SEO and content to fit this new world will emerge on top. Here’s how to take an SEO perspective on content and merge it with content strategy, editorial, distribution, and planning.

The search industry is booming. Competition for keywords – organic or paid – has never been higher. All forms of digital content multiply and prosper.

Underneath it all, however, tectonic plates are shifting. Slowly but surely, almost everything that used to constitute search engine optimization (SEO) has become ineffective, risky, or inappropriate for most brands.

SEO tactics are being taken off the table and a gap has begun to arise between what is needed – digital visibility – and the tactics, tools, and business processes needed to achieve it. Brands that learn how to evolve their approach to SEO and content to fit this new world will emerge on top....