Building a branding strategy in the digital age can be a bit like trying to construct a house of cards while sitting on the rear seat of a motorcycle. An ordinary person can’t do it without quickly gaining a sense of futility (and of course, personal peril).
Many experts have been writing advance obituaries for Internet search for several years now; in most cases these have also been advance obituaries for search-giantGoogle GOOG +1.24%. Such experts often argue that the art of search-engine optimization (SEO) is dead or on life support, leaving online marketers to flail wildly in search of a new strategy that would allow them to reach the right consumers.
Yet just as Google is in far better shape than many skeptics would have imagined (with the Financial Times’ John Gapper terming it the General Electric GE -0.34% of the 21st century), SEO is far from dead. In fact, a new wave of SEO-focused services is gaining attention for the ability to bring a more understandable and more intelligent approach to maximizing an organization’s “findability.”
Via John Boitnott