BrightEdge: Confusing Search and SEO
March 17, 2012
Little wonder that there is massive confusion about search and retrieval. I noted “BrightEdge Raises $12.6 Million to Fund Market and Company Extension.” The cash alone deserves attention. What threw me for a loop was this passage:
BrightEdge, the leading site, search and social management platform for global enterprises…
I checked my Overflight file which monitors search and content processing companies and there was no information about BrightEdge as a vendor of search and retrieval. I looked at the company’s Web site and learned that the firm is a search engine optimization outfit. I don’t have reservations about the upside potential of helping outfits get traffic from Bing, Google, or Yandex. I do think that the use of the word search is darned confusing.
As an side note, Google’s public announcements that the company will alter its search system is likely to give some of the search engine optimization experts either a new lease on life or a reason to look for a job as a WalMart greeter.
SEO, in my opinion, erodes relevance. Precision and recall to an SEO expert who has a degree in home economics means traffic to a Web site. But does a searcher today know or care? Nah, it’s the Goldman Sachs-type excitement that matters.
Stephen E Arnold, March 17, 2012
Sponsored by Pandia.com
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