Greg Linden picks up the [it's about time, you should have been all over this five years ago] recognition that due to the progress of personalization in search results, and various other contributing factors, "traditional rank checking is dead," and the foundations upon which cookie-cutter SEO services are built are like "dead man walking."
That wouldn't be why a few traditional-style SEO shops have foundered lately, and integrated approaches and more cutting-edge niches have raced ahead, would it?
It seems like a long time ago now that I sat on a patio having pizza with Richard Zwicky (it was August 2005 in San Jose, at Search Engine Strategies) discussing the imminent launch of his company's Enquisite analytics tool. Richard and I agreed at that time that traditional rank checking was dead. The Enquisite service is still being developed and will continue to explore ways of helping the latest generation of search marketers. Needless to say, there's no rank checking.
My firm doesn't do a whole lot of SEO, but when we do do it, it's based on a considered process that is kind of like a long-term "in house marketing strategy". Sure, there are still some basic SEO chops you gotta have to accomplish even a newer-generation SE ranking improvement plan. But you guys who fire out the ranking reports and call that service? Get with the program.
Related: Make Your Own Pie: Google's Personalization Slider Merely a Taste of Things to Come, March 29, 2004, Traffick.com.
Posted by Andrew Goodman
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